YouTube leads growth in video advertising
Video advertising is a growing industry within the world of online marketing, with studies by PWC’s Entertainment report stating that revenue will more than double by 2018 from £316m to £717m. Video content is evolving and there are an ever growing number of channels where advertisers can choose to promote this content.
However, YouTube is by far the most popular platform for marketers choosing to advertise using video. You are not only able to engage people through the advertising of videos but within videos as well.
It also acts as a source of income for video creators. They are able to monetize their YouTube videos through the YouTube Partner Program as people pay to advertise through the network.
Benefits of using video advertising
- Differentiate yourself from your competitors
- Video is seen as great content and can help improve your organic search ranking
- Videos can be highly optimised to locate your target market which encourages a high engagement rate.
One of the primary reasons why YouTube has become so popular is the targeting options that it provides marketers with. These allow you to target specific segments of YouTube users based on a wide range of criteria and better promote content.
Through targeting you are able to engage and sell to your market through a highly interactive platform. More personnel content is more interesting for viewers and much less intrusive. Although you do want to sell your product / service, primarily you want to encourage engagement and interaction with the ads and targeting helps you do this.
Youtube ads are officially known as TrueView ads. You only pay when a viewer actively selects your video so you are not wasting valuable resources on people who are not interested in your video. This helps you further target your desired audience. You have 5 seconds to engage your viewer before they are allowed to skip and you are charged either when the Ad reaches 30 seconds or when it finishes depending on how long your advert is. They are a highly effective branding tool especially because you aren’t paying for all the exposure you are getting as if people don’t view for long enough, you’re not charged.
There are three main types of TrueView ads, in stream, in search and in display.
In Stream Ads
In stream ads can be split into three main categories depending on when they appear within the video. These are , pre, mid and post roll ads.
Pre-Roll Ads: These video advertisements are showed prior to the content that the user has selected. This encourages maximum engagement.
Mid-Roll Ads: These video advertisements are played in the middle of the viewers selected content.
Post-Roll Ads: These video advertisements appear at the end after the video content has been completed.
In Search Ads
These ads appear at the top or to the right hand side of the search results in YouTube. You still only pay when someone chooses to watch your video.
In Display Ads
These appear to the side of other YouTube Videos as well as on other websites in the Google Display Network. For these videos you only pay when someone clicks on your video.
As you can see, the future is certainly beginning to look a lot more visual. The landscape of digital marketing is changing and it is important to keep up to date with the latest marketing tools. If you would like to hear more about video advertising or how Clements Marketing can help you with your digital marketing campaign, feel free to contact us on +44 (0)115 8232772 or email us at firstname.lastname@example.org, we would love to hear from you.