Ever since its inception in 2005, YouTube has revolutionized the internet landscape, emerging as the premier video-sharing platform globally. Boasting a staggering 2.68 billion monthly active users, it continues to be a vital tool for marketers. Leveraging YouTube advertising presents an excellent opportunity to bolster brand visibility, enhance online traffic, and foster stronger customer interactions.
Navigating the plethora of ad formats available on YouTube might initially seem daunting. However, fear not. In this guide, we’ll explore the various types of ads at your disposal and the unique benefits each offers for your marketing endeavors.
Video-based ads make up the majority of ad playing on YouTube. Advertisers rely heavily on their creatives to grip their audiences and increase their brand recognition. These video-based YouTube ad types include:
- Video Discovery Ads
- Non-Skippable Ads
- Bumper Ads
- Skippable Ads
Let’s take some time to break them all down even further.
Video Discover Ads
Video discovery ads are strategically positioned in prominent locations where users naturally encounter the content they seek. These placements encompass the homepage, the forefront of search query results, and as related video content on watch pages.
These ads maintain a non-intrusive presence, seamlessly integrating into the user experience to avoid disrupting browsing activities. This characteristic proves advantageous for those aiming to uphold a brand image of non-disruption. Opting for video discovery ads is particularly beneficial when aiming to amplify brand visibility and pinpoint specific audience segments.
Due to their presentation as relevant content, video discovery ads boast a heightened potential for driving customer engagement rates. However, their limited creative space necessitates the crafting of compelling calls-to-action (CTAs) to prompt clicks and incite user interaction.
Non-Skippable In-Stream Ads
Non-skippable ads are video pop-ups that may appear before, during, or after a video, lasting between six and 15 seconds. As viewers are unable to skip them, these ads are inherently intrusive, yet they can effectively prevent ad avoidance.
Opting for non-skippable video ads proves advantageous when aiming to foster viewer engagement and enhance top-of-mind brand recognition. They allow for swift communication of brand messages and the highlighting of unique value propositions. However, it’s important to note that payment is based on impressions, potentially leading to costs that do not directly correlate with consumer conversion rates.
Skippable In-Stream Ads
Skippable video ads offer users the option to skip (usually after five seconds), appearing before, during, or after a video. From a financial standpoint, they present an advantageous model since payment is triggered only when a viewer watches at least 30 seconds of the ad.
Moreover, skippable ads provide flexibility in targeting settings, enabling better alignment with the intended audience. While there is no set limit on ad length, those under three minutes typically yield superior performance. Opting for skippable in-stream ads is ideal when seeking to generate leads and engage viewers across various devices.
Furthermore, these ads can be utilized on apps affiliated with Google video partners. However, it’s crucial to acknowledge that due to the potential for users to click away, there exists a limited window to capture their attention effectively.
Bumper Ads
These concise, non-skippable pre-roll ads, known as bumper ads, are designed to be brief, straightforward, and to the point, typically lasting six seconds or less. Their brevity renders them particularly advantageous for promotional campaigns.
Utilizing bumper ads can effectively heighten consumer anticipation and boost brand visibility, especially when promoting sales or special events. However, they may not be as effective when targeting audiences unfamiliar with your brand.
While we have spent a lot of time in this article talking about video ads, it is important to note that there are YouTube ad types that do not use video assets. Some advertisers use their resources on non-video ads to amplify their marketing efforts. Non-video ad types on YouTube include:
- Display Ads
- Shopping Ads
Let’s also take the time to break these down further.
Display Ads
A display ad is visual content displayed in a user’s right-hand sidebar, typically featuring an image, brief text, and a link to your website. These ads offer customization options, allowing you to experiment with various sizes and formats to achieve desired images and animations.
Given their inclusion of website links, display ads are highly effective for boosting website traffic and guiding users through the marketing funnel. However, it’s important to note that they are only accessible on desktop platforms.
Shopping Ads
Shopping ads are instrumental in driving website traffic and showcasing top-notch products. They can be featured in various prominent locations such as the home feed, search results, and even within a carousel amidst videos on the homepage. These ads enable precise audience targeting, catering to individuals with specific interests in your offerings.
For instance, when a user searches for “review for Nike shoes,” a relevant shopping ad may display suggested shoes along with a link to the pertinent website. Additionally, they are effective for targeting consumers based on relevant, high-volume keywords, ensuring your products reach the right audience.
Which Ad Type is Right For You?
Now that we have a clear understanding of all 6 ad types available on YouTube, it’s time to decide which is the best fit for your campaign.
Each ad format carries significant value, serving to strengthen your connection with the target audience, boost brand recognition, and effectively convey a distinct message. The crux lies in crafting high-quality ads capable of enhancing engagement and conversion rates.
Above all, the most impactful YouTube ads are those that resonate deeply with your audience, forging personal connections. Random, valueless advertisements are counterproductive. Regardless of the chosen ad format, adhering to these guiding principles is essential:
- Incorporate a compelling Call to Action (CTA)
- Foster genuine connections with your audience
- Utilize YouTube analytics to gauge performance
- Maintain consistency in messaging
- Explore and experiment with diverse ad formats
Don’t be afraid to experiment with different ad types and creative messages. If you need help or guidance on your YouTube marketing efforts, the team of experts at VuePlanner can help you get started and ensure success.
It is our mission to align your YouTube ads with the most contextually relevant content to ensure your message reaches your target customer as the right moment, when they are most inclined to take action.
Get in touch with us to learn how our technology and expertise can take your YouTube campaign to the next level.