Types Of YouTube Ads for Beginners


So you’ve looked into the use of  YouTube ads but have no idea where to start. Understanding the different types of ads available to you is a key first step in planning out your campaign.

 

Why YouTube Ads?

YouTube has roughly 1.5 billion people viewing content on its platform every single month. That is a lot of potential customers! It is also the second most popular search engine after Google and is ranked as the third largest social media network.

More and more people are using YouTube to search for education, entertainment, research, social interaction and more. What could be better than having the ability to get your brand in front of this undeniably huge audience?

 

The 4 main types of YouTube ads:

 

Skippable in-stream ads

In this format, your video advert can play before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad.

When should I use them?

Use this format when you have video content you’d like to promote before other videos on YouTube and across the Display Network. Goals for this type of advert might include:

  • Leads
  • Website traffic
  • Brand awareness and reach
  • Product and brand consideration

Where can the ads appear?

Skippable in-stream video ads can appear on YouTube watch pages, on videos on partner websites, and even on apps in the Display Network. These can all be toggled and so you have full control over where they are displayed.

​How will you be charged?

With CPV bidding you pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or interacts with your video, whichever comes first.

With CPM bidding you pay based on impressions. Bumper ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.

 

Non-Skippable in-stream ads

These in-stream ads are a non-skippable ad format designed to allow you to reach customers with your entire message. They can be 15 seconds or shorter and they play before, during or after another video. Viewers do not have the option to skip the ad.

When should I use them?

Use this format when you’d like to reach viewers with your entire message.

  • Brand awareness and reach

Where can the ads appear?

Non-skippable ads can appear on YouTube videos, on videos on partner sites, and apps on the Google Display Network.

How will you be charged?

You pay based on impressions. Non-skippable ads use target CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.

 

Discovery ads

Your ad consists of a thumbnail image from your video with some text. While the exact size and appearance of the ad may vary depending on where it appears, video discovery ads always invite people to click to watch the video. The video then plays on the YouTube Watch page.

When should I use them?

Use this format to promote a video in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage.

Where can the ads appear?

Discovery ads don’t interrupt a YouTube video like in-stream ads, instead, they are shown:

  • On YouTube search results
  • Alongside related YouTube videos
  • On the YouTube mobile homepage

How will I be charged?

You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail.

Which campaign goals allow video discovery ads?

  • Product and brand consideration
  • Campaign created without a goal

 

Bumper ads

Your bumper video ad is 6 seconds or shorter and plays before, during, or after another video. Viewers do not have the option to skip the ad. This format is designed to allow you to reach more customers and increase awareness about your brand.

When should I use them?

Use this format when you’d like to reach viewers broadly with a short, memorable message. These short messages are best used for campaigns aimed at brand awareness and reach

Where can the ads appear?

Bumper ads can appear on YouTube videos, on videos on partner sites, and apps on the Google Display Network.

​How will I be charged?

You pay based on impressions. Bumper ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.

 

 

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