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Advertising on YouTube: An Overview

Dean Marsden

by Dean Marsden on 18th October 2011

With the rise of advertising on the Google Display network and on mobile and tablet devices, many businesses may be missing out on the growing YouTube advertising opportunities.

YouTube is technically the world’s second largest search engine with millions of users searching the website each day. Exposing your brand or product to these people is now easier than ever and your options are as varied as you could ever possibly require.

Currently YouTube offers three distinct advertising options:

  • Promoted Videos (with Call to Action Overlays)
  • In-Video and Video Page Display Adverts
  • In-Stream Video Adverts

Promoted Videos with Call to Action Adverts

The idea of promoting a video can be used in two ways, the first is to actually give your own video exposure and the second is to drive people to your adverts overlaid on the videos. You can also combine the two uses for maximum audience capture.

Use Promoted Videos to capture people who are searching for specific interests or product ideas. These users are more likely to be open to clicking on your promoted video if it is well targeted to their interests. It is the best way to spread the word about your products through your own videos as users are likely to watch more of your content than through the other advertising options.

YouTube Promoted Videos

YouTube Promoted Video ProcessMany YouTube advertisers utilise the Promoted videos option to drive traffic to third party videos that their adverts are displayed over. This tactic works well if the total costs of clicks for the promoted video and the advert to your website are delivering a suitable ROI.

To capture the maximum amount of new custom from your own promoted video, businesses are also placing overlaid adverts on their videos that link straight back to their website. This two step approach allows you to control every aspect of the messaging. As with directing traffic to a third party website you must measure the combined cost of clicks for calculating a suitable ROI.

The video targeting tool will allow you to target specific videos and channels.

Display Adverts

Display Adverts or Banner Adverts are a great way to give your brand or product exposure on the Home page, Browse pages and Watch pages. YouTube’s preferred ad formats of 300px by 250px for the top right and 470px by 80px banner for in-video advertising.

YouTube Banner Advertising

The benefit of using the display ad format is that you can utilise rich media formats to deliver your messaging. This includes standard banner ads, interactive ads, animation and click to play video adverts.

In-Stream Adverts

This advert format is a suitable alternative for existing publishers that have used TV advertising in the past as they can easily use the video creative they all ready have with the addition of having it click through to their website or YouTube channel. It is also possible to have a supporting 300px by 60px companion banner advert alongside the video.

YouTube In-Stream Advertising and Companion Banner

 

Promoted Videos with Call to Action Adverts

Promoted Videos with Call to Action Adverts

Dean Marsden

Dean Marsden

Dean Marsden will be keeping you up to speed with video marketing and conversion rate optimisation. Dean excels at delivering video marketing solutions for clients and specialises in converting website visitors into customers.

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