YouTube is the second largest search engine in the USA, but many advertisers don’t know too much about what the engine has to offer. If you’ve got the creative gene, it might be a good idea to look at the new advertising options YouTube is offering.
Masthead Advertising:
The Masthead” is a 24 hour high impact placement on the homepage of YouTube with 100% share of voice (SOV). SOV refers to the ad revenue model that focuses on percentage of presence vs. that of other advertises in the space. In this case, it basically means you’ve got the page to yourself. Masthead gives you a large creative canvas that allows for interactive rich media and can conduct up to 17,000 hours of user engagement in one day. There are ancillary benefits to Masthead advertising, like a big increase in brand search volume during and shortly after.
True View In Search
Then there’s True View In-Search. True View In-Search is an auction based ad placement above and next to relevant video search results. The concept is very similar to how you would bid & be placed on Google or Bing. You pay only when people click on your ad and begin watching your video. You target users by keyword and prices are auction or CPV (Cost per view) based.
True View in Display
True View In-Display is kind of like In-Search’s cooler, older brother. These videos appear on the YouTube watch pages meaning, while a user is already watching a relevant video, a thumbnail link to your video will appear right along the side of that video. It works very similarly to the In-Search ads in that you don’t pay unless a person clicks on your ad, and the pricing structure is auction / CPV based.
TrueView In-Display lets you target users by keyword, category, placement, demographic, and by interest. Interest-based targeting targets a user based on their past video viewing behavior. TrueView Display ad packages include free Call-To-Action Overlays. Call-To-Action overlays are the small ads that you see pop up at the bottom of the video for a few seconds while you watch. While intrusive, they are overall perceived as less annoying by users and have a higher click through rate.
True View In-Stream Ads
The In-Stream ad is the video ad that plays before or during a YouTube video. The video plays for five seconds, and then viewers can choose to skip the ad or continue watching. You are only charged when viewers watch 30 seconds or more of your ad. If your ad is less than 30 seconds long, you are charged when the video completes.
This option is engaging, highly visible, and cost effective. There is not a maximum length that the video must be although YouTube does suggest keeping it less than two minutes, and you can create an optional companion banner to accompany the video. In-Stream ads are placed on watch pages or the Google video network and the targeting options are the same as In-Display. Pricing is auction based for In-Stream ads.
In Video Ads
Onto the non-video YouTube bunch. The In Video ads, which allows advertisers to reach viewers without video ads. Ads are shown to users as they watch YouTube videos and can click through to the website, brand channel, or video this particular format is the ideal situation for advertisers who don’t have video assets, but want to engage users on YouTube. This option can be placed on the YouTube watch page and the Google display network. Targeting is keyword, category, placement, and interest based, and follows an auction/CPC or CPM pricing structure similar to an AdWords account.
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