YouTube is the second biggest internet search platform after Google with an audience of 1.5 billion monthly users and these figures are growing continuously. If you are a business that is thinking of trying out YouTube to advertise but don’t know where to you start, we will help you. There are several different types of ads for you to choose from but before jumping right into trying them all out, you should figure out your objectives and what you want to get out of these video ads. Here are 3 types of ads your business should be using on YouTube.
1: Skippable Video Ads
Skippable video ads also known as trueview ads, allow viewers to skip the ad after 5 seconds. People will see a “Skip Ad” button which they can click to avoid seeing the remainder of the ad. An advertiser will only be charged for a view when the viewer watches at least 30 seconds of the ad or engages with it. When the video in the ad is shorter than 30 seconds, a view will be registered only if the viewer watches the whole video. These video ads are inserted before, during or after the video. These ads are a great choice for almost all different campaign goals but tend to work best for branding and consideration purposes. Your company name, logo, message and CTA should be conveyed in the first few seconds to keep a user engaged. Skippable Video ads are able to show on desktop, mobile, TV, and game consoles.
2: Bumper ads
Bumper ads are ads that last up to 6 seconds. Their purpose is to deliver a short message to consumers. Because they are short in duration, they need to be memorable and to the point. There is no way to skip past these ads therefore they must be watched before the video you want to watch can be viewed. Advertisers are charged for bumper ads by cost per thousand impressions meaning you pay for a bumper ad each time the ad receives 1,000 impressions. They play before, during, or after a video. Bumper ads are suitable for reaching large audiences and increasing brand awareness through a quick ad clip. As these ads are only a few seconds long, it is important to make the ad memorable. These ads are able to show on desktop and mobile devices.
3: Display Ads
Display ads appear as a sponsored suggested video in the top right sidebar above playlists and YouTube suggested videos. They are 300×250 or 300×60 in size and for larger players, may appear below the player. A view is registered as soon as a viewer clicks to watch the video which then costs the advertiser a fee. These ads work best for video views and branding objectives. Display ads consist of a thumbnail image from your video with some text that invites people to engage with your ad. These ads are found in places of discovery like YouTube search results, related videos, and on the homepage. Users have to click on the ad in order to see the video, therefore it is important to ensure the thumbnail image and text is compelling and attention grabbing to make them want to see it. They are suitable mainly after you already know your target audience, you are past brand awareness and want to move on to consideration. Display ads are available to show on desktop.