YouTube is the second biggest internet search engine after Google. With more than 1.8 billion users every month, 96 percent of U.S. online teens use the site, and more than 1 billion hours of YouTube content are viewed daily. It’s fair to say that your target market can be found on YouTube.
The demand for video content is increasing and by 2021 80 percent of all internet traffic will be video related.
So if you don’t have an account or have an account but you are not advertising on YouTube yet, it’s time to do it.
No matter how good your video ad content is, without the right YouTube advertising strategy, you won’t get the standard result from your video campaign.
In this post, we are going to explain the different types of ads you can create on YouTube so that you achieve the desired result.
Types of ads you can create on YouTube
Before you go deep into YouTube advertising, it’s important to understand the kinds of ads that you can create on YouTube, how they work, where they display, etc.
There are five video ads formats and each has unique features, benefits and give the opportunity to attract consumer and achieve goals.
The five video ad formats are as follows:
TrueView Ads (skippable)
This is the ad format, viewers are probably most familiar with. Also known as skippable, these are the most engaging video ad format on YouTube.
The ad is free till 30s, chargeable after that, also there’s no time limit. You’ll be charged per click for these ads and there’s no upper limit but users can skip the video after five seconds, which means you have really got to make those first few seconds counts.
These ads are usually good for generating brand awareness. These ads appear on YouTube watch pages right before, during and after other videos plays.
Non-skippable Video Ads
As the name suggests – users have no option to skip through the ad. Unlike TrueView ads, there is a time limit on non-skippable ads of 15 or 20 seconds. These ads are paid for on a CPM (cost per thousand views) basis.
These longer ads are a powerful way to tell a deeper story but usually, people get annoyed and close the ad. These ads also appear on YouTube watch pages right before, during and after other videos and viewers have to view the entire advertisement. They work best when videos are short, simple and showcase good offers.
Bumper ads are generally non-skippable ads with a six-second time limit. It is primarily used to build brand awareness and reinforce video marketing campaigns. Like non-skippable ads, bumpers are paid for on a CPM basis. A good way to use bumper ads is to complement your TrueView or non-skippable ads. For inspiration, YouTube has a top 20 leaderboard featuring the best bumper ads.
YouTube Display Ads
If you’ve ever searched for a video on YouTube, you’ve probably seen a video discovery ad like this one at the top of your search results:
YouTube display ads are a desktop-only format that appears above the video suggestions list. Display ads on YouTube can be managed from within Adwords.
Charged on a per-view basis, Display Ads are best suited to increase subscribers rather than directing them to the landing page.
Overlay ads are another desktop-only format. As the name suggests, these are semi-transparent and appear on the lower 20% portion of the video player.
They will only appear once the video starts playing and users are able to continue watching the video without much disturbance.
Sponsored cards are small CTA pop-ups you can set to appear within the YouTube player. These are unobtrusive ads i.e. they only expand to their full size when they are clicked.
Viewers will see a teaser for the card for a few seconds, then they can click on the icon in the top right corner to view the full cards.
Now that you know which types of ads you can create, it’s time to move further to look at some best practices for YouTube advertising.
10 Best Practices for YouTube Advertising
- Produce content that’s relevant and interesting to your audience
- Engage your audience with playlist
- Give your ads appropriate titles
- Maintain the publishing consistency i.e. publish regularly
- Find your audience with targeted ads
- Create prominent CTAs
- Know where to place your ads
- Combine ad types
- Make the first 5-8 seconds engaging
- Focus on explaining one key point to avoid overwhelming your viewer