YouTube is a free video-sharing website that makes it easy to watch online videos. You can even create and upload your own videos to share with others. Originally created in 2005, YouTube is now one of the most popular sites on the Web, with visitors watching around 6 billion hours of video every month. YouTube is a popular video-sharing platform that allows users to upload, view, and share videos.
Three former PayPal employees found it in 2005 and later acquired it by Google in 2006. YouTube has grown to become one of the most visited websites in the world and has revolutionized the way people consume video content online. On YouTube, users can create channels and upload videos on a wide range of topics, including entertainment, education, music, news, and more.
Viewers can search for and watch videos on the platform, as well as leave comments, like, and share videos with their friends and followers. YouTube also offers a monetization program that allows content creators to earn revenue from their videos through advertising and other methods.
YouTube advertising, done through Google Ads, is a way of advertising your video content on YouTube or in search results so you can maximize your user reach. This could be your video playing before a user views another’s video or showing up in YouTube search results for people to watch in full. YouTube advertising refers to the various ad formats and targeting options available to businesses and marketers on the YouTube platform.
These ads appear before, during, or after a user’s chosen video and can range from skippable video ads to banner ads that appear on the site. YouTube advertising offers a variety of targeting options, such as demographic targeting, interest targeting, and remarketing, which allow advertisers to reach their desired audience with greater precision.
Additionally, YouTube’s advertising platform provides robust analytics and reporting features, allowing advertisers to measure the performance of their campaigns and optimize them for better results. Overall, YouTube advertising provides businesses and marketers with a powerful tool for reaching a large and engaged audience through video content.
Advertise On YouTube:
Depending on your expectations how you advertise on YouTube will differ. YouTube advertising can be used to build brand awareness, influence buying decisions, grow sales, or increase brand loyalty. Video advertisements on YouTube can be used to drive these objectives in the following ways:
1. Build Brand Awareness
Introduce your product to people who do not know much, or anything, about it yet. Target people who are interested in similar products and areas to you so you know there are commonalities.
2. Influence the Buyer’s Decision
Videos that justify why your product is the best option for your customer, including hard evidence to back it up, convert the best so capitalize on it.
3. Grow Sales
Branch out to lookalike audiences that you have never targeted before and test new tactics. Research ways to link your product to others and start growing sales.
4. Increase Brand Loyalty
Invite your customers to talk about your product in your videos and show prospects that you provide the best products and services in the business.
Features Of Youtube Advertising:
YouTube advertising offers several features that allow businesses to reach their target audience and achieve their marketing goals:
YouTube’s advanced targeting options allow advertisers to reach specific audiences based on demographics, interests, behavior, and keywords. This means businesses can deliver ads to the people who are most likely to have an interest in their products or services.
YouTube offers several ad formats, including display ads, overlay ads, skippable and non-skippable video ads, and bumper ads. This allows businesses to choose the format that best suits their marketing goals and budget.
YouTube advertising uses a cost-per-view (CPV) model, which means businesses only pay when someone watches their ad. This makes it an affordable option for businesses of all sizes.
YouTube provides detailed analytics that allows businesses to track the performance of their ads and make data-driven decisions. This includes metrics such as views, click-through rates, and engagement rates.
Advertisers have complete creative control over their ads, including the ability to create custom videos and add call-to-action buttons. This allows businesses to create ads, that are tailored to their brand and messaging.
Integration With Google Ads
YouTube advertising is integrated with Google Ads, which allows businesses to manage their campaigns across both platforms and reach a wider audience.
Effects Of Youtube Advertising:
The following are the effects of youtube Advertising:
1. Increased Brand Awareness
Advertising on YouTube can help increase brand awareness and introduce a brand to a wider audience.
2. Improved Reach
YouTube has a massive audience, and advertising on the platform can help businesses reach new and diverse demographics.
3. Enhanced Engagement
Video content can be more engaging than other forms of advertising, and YouTube allows businesses to create immersive and interactive ads.
4. Increased Website Traffic
YouTube ads can direct viewers to a business’s website or landing page, driving more traffic to the site.
5. Boosted Sales
Advertising on YouTube can lead to increased sales, especially for businesses that sell products or services that can be demonstrated or explained visually.
6. Improved Search Engine Rankings
Google has owned YouTube, and having a presence on the platform can improve a business’s visibility in search results.
7. Better Targeting
YouTube allows businesses to target their ads to specific audiences based on demographics, interests, and behavior.
Types Of Youtube Advertising:
1. Skippable In-Stream Video Advertising
First up on the list are skippable in-stream video ads, which can be served either before a video or during it. These ads play for a minimum of 5 seconds and then the viewer has the choice to skip them. In general, the video ad needs to be a minimum of 12 seconds and it’s recommended to keep it under 3 minutes.
One of the perks of this type of YouTube ad is that you’ll only get charged when someone watches at least 30 seconds, the entire ad (for any ad under 30 seconds), or if they click on it. The screenshot below shows that the skippable in-stream video ads are also accompanied by a banner ad at the top right of the screen.
2. Non-Skippable In-Stream Video Advertising
These ads can also play right before a video or during it, really, the only difference is that there’s not a skip button at all. Considering that a high percentage, some 76% of people, skip the ads that get served in youtube videos, the non-skippable ad is best when your brand really needs to raise awareness and doesn’t want to risk getting hundreds and thousands of ad skips. The way that these ads charge advertisers is a little bit different; charges are incurred per impression, more specifically, per 1000 views (CPM).
3. Bumper Advertising
Bumper ads are six-second, non-skippable video ads that play right before an actual video. These ads are perfect for anyone who has a simple message to get across and doesn’t need the full production of a minutes-long video. Again, these ads are a great spot for any awareness efforts like promoting an event or driving brand reach and frequency. If a 6-second spot seems too short to make a lasting impact, Google analyzed 300 bumper ads and found that 90% created a big lift in ad recall.
4. Discovery Advertising
Discovery ads are very different from the three previous ad types. In fact, they are actually really similar to Google search ads, appearing amongst search results in a semi-organic kind of way. These ads help us view YouTube as a search engine. Like Google text ads, YouTube’s Discovery Ads also says “Ad” in a box to let users know they are paid for results. Discovery ads are composed of a thumbnail image and three lines of text. What’s also interesting is that these ads can show on the search results page, video watch page, and YouTube homepage which gives them quite a bit of visibility.
5. Non-Video Advertising
YouTube also offers non-video ads for brands that aren’t looking to shell out a big spend. First, you can choose to serve a display ad on the right-hand side of the results while a video is playing. This ad features an image, some text to the right of the image, and a button to click on your website. Also, can serve as a banner ad overlay that pops up during a video from a channel that’s decided to monetize. These non-video ads charge money on a cost-per-click basis.
Advantages Of Youtube Advertising:
Here are some Advantages of YouTube advertising:
As YouTube has over 1 billion users on the platform, and over 1 billion unique visits each month. YouTube advertising has the potential to reach a large percentage of the engaged population.
YouTube, as part of the Google empire, has a wealth of knowledge that only Facebook can rival. This knowledge of individual preferences and interests can help you target the right people with your YouTube advertising. Be careful not to over-optimize your targeting and limit your reach.
The reports you receive during your advertising campaigns are in-depth and provide information about not just your ads but also those who interacted with them. Get to know the audience who interacted with your content. What content did they enjoy before they went on to buy something from your store? Linking your Google Ads and Analytics accounts together to get more information.
After a person has visited your website and shown interest in your business, don’t wait for them to come back again – build a relationship with them. As part of the Google suite, remarketing can help you target people with ads if they have visited your website, meaning that you can lead them back to your website, build trust with them, and, hopefully, make a sale in the future.
YouTube advertising is not static; it is constantly changing, and so can your ads. You can change your targeting, ad schedule, ad copy, etc., in real-time to ensure you get the most out of your advertising budget with YouTube. Tailor your ads over time to evolve as your audience does.
Disadvantages Of Youtube Advertising:
Here are some Disadvantages of YouTube advertising:
YouTube advertising is entirely out of control. Users no longer have the right to select the videos that their ads will be playing before. Neither there is a guarantee that the ads will be shown related to the videos. Sometimes the advertisements could be completely out of context to your brands.
Although targeting has many positives for YouTube advertising, it on the other side has got negatives as well. Targeting on YouTube is not completely perfect. While you can choose the set of people who are going to view your ads, still it relies upon the categories the users select. If the category the user selected is different from the videos uploaded, then there will be difficulty in targeting YouTube advertising.
The most popular type of YouTube advertisement that everyone comes across is displayed only for 5 seconds. After this period, the skip button will appear to the viewers so that they can bypass the ad. Since the time duration is very less, the advertisers should be able to promote their brand in less than 5 seconds. This entirely depends upon the marketing strategy of the advertisers.
If the advertisers are capable enough, they can convert the viewers into customers during this short duration. Moreover, you can also afford to go for 15-20 seconds of unskippable ads. But this is normally not recommended since it could annoy your viewers.
Always there is an auction involved for keywords in YouTube advertising. Which means that you have to bid against others for certain keywords. Depending on the keywords, the bidding can be costly. If other people bid more than you, your ads could go down below in search results.
Advertisements on YouTube suffer from very poor sales conversion rates. Most viewers who tend to watch YouTube videos simply skip advertisements. Data research has shown that nearly 65% of viewers skip commercials whenever they appear in a YouTube video. Even if the viewers manage to watch the entire commercial, there is the assurance of a sales click.
YouTube Advertising influences Brand Awareness and Brand Image, whereas Brand Awareness and Brand Image do not affect Purchase Intention. YouTube ads are directly related to purchasing intention. So from this result, brand awareness and brand image are not mediating variables. Because they are not related to purchase intention.
From these results, it can be seen that the role of YouTube Ads is in increasing brand awareness. Also attracting corporate brand image. YouTube can increase the purchase intentions of YouTube users. Companies need a budget for effective advertising on YouTube by creating creative ads that can attract attention from YouTube users.