All marketers understand the significance of television ads. But with the progress in internet and all the entertainment as well information source available on internet, more and more time is being spent by consumers/ end users on internet. Hence the ads which ran on television, now needs to be shown on internet as well. Now the question arises, how do marketers do this and where to place the video ads?
One of the most significant places where consumers/end users spend time on internet is YouTube. Hence the obvious choice as marketers is placing video ads on YouTube. Where the audience is, marketers have to position their ads. Now how to do YouTube Video Ads? How to put Ads on YouTube videos, what is Google YouTube Video Ads are the obvious question. So let us understand each in detail.
In January 2017, Google has announced changes to AdWords wherein marketers can place ads on YouTube.
Marketers can now target ads at people who recently searched for a certain product or service to watch video and target their video ads. If the content of a video ad is closely related to a search the audience has been searching for, they might more likely watch the entire ad or click through the ad and land on the website.
Benefits of YouTube Video Ads is that one has complete control over the cost, can place ads as per target i.e. target the right audience, unlike television, decide the budget and pays only if the audience engage with the ad i.e. if the ad is viewed for 30 seconds or more. YouTube Video Ads come with YouTube Analytics tool which helps understand who is watching your ads and how are they interacting with the ads.
Types of YouTube Video Ads
TrueView ads are the standard video ad type on YouTube.
YouTube video ads advertisers are required to pay only when a viewer watches the ad. Payment is made only if ad is watched for at least 30 seconds or more or until the end of the ad video or if the viewer takes an action, such as clicking on a call-to-action. Skippable TrueView ads should be 12-60 seconds in length. Non-skippable TrueView ads should be 15-30 seconds in length.
There are two types of TrueView ads viz Video Discovery Ads and In-Stream Ads.
Video Discovery YouTube Ads show on the YouTube homepage, search results pages, and as associated videos on YouTube video watch pages.
In-stream ads appear when someone watches YouTube Video. These YouTube video ads can appear before or in between or after the main YouTube video.
Different Types of YouTube Video Ads format
Display ads – These show to the right of the feature video and above the video suggestions list.
Overlay ads – These are semi-transparent ads that appear on the lower 20% portion of your video.
Skippable video ads – These video ads can be inserted before, during, or after the main video and allow viewers to skip ads after 5 seconds if they wish too.
Non-skippable video ads – These ads can appear before, during, or after the main video and must be watched during the actual video being viewed.
Long, non- skippable video ads – These ads can appear before, during, or after the main video and may be up to 30 seconds long. These must be watched during the actual video being viewed.
Bumper ads – These are 6 second long non-skippable video ads which must be watched before actual video can be viewed.
Sponsored cards – Sponsored cards show content that may be related to the video being watched, such as products shown in the video.
How to Put Ads on YouTube Videos
First step is to make marketing video and upload it on YouTube.
Then go to Google AdWords account to set up your campaign. In the campaign Type select video and give campaign name.
In Video Ad format, select the Ad format depending on the type of video ad made by you i.e. is it bumper ad (6 sec video) or is it more than 6 sec.
Under budget set your daily budget and delivery method.
In network decide the network where you want your ad to appear i.e YouTube search or YouTube video.
- YouTube Search: While performing search, your video ad will appear in results for searches and will appear on the YouTube home page, channel pages, and video pages.
- YouTube Video Ads: This inserts TrueView ads that can appear as in-display ads or in-stream ads. With this option, you can choose for that your video ad appears before or during or after the actual videos shown across the Google Display Network.
To track performance metrics better, separate campaigns for YouTube Search and YouTube Video should be created.
Under location decide the location of users to whom you wish to show ad.
With the help of language, device and mobile bidding setting you can specify the operating system, device and carrier for more advanced setting.
Next is if you make a video content and upload it on YouTube for others to watch it, then how to add ads in YouTube videos. To add Ads in YouTube videos, enable your account for monetization. Google will then review your request and once approved ads will appear in your YouTube video i.e there will be Google Ads on YouTube videos.
When you turn on your YouTube video for monetization, you can activate ads for your videos. Ads are rendered through the AdSense auction, DoubleClick, and other YouTube-sold sources. Once the monetization is turned on, it may take some time for ads to appear.
The ads displayed on your video are based on contextual factors, including video metadata and whether the content is advertiser-friendly.
Apart from YouTube video ads can be placed on BirdTV, Film Section, BigFrame, AdRev, Maker Studios, Fullscreen and Freedom.
Photo Credits: HubSpot