I think it’d be a fair claim to assume that every person reading this has watched a YouTube video at least once since the site’s conception in 2005. And unless you’ve lived under a rock since 2007, probably almost as many have watched an advert on the platform too.
Over 500 hours of new video content is uploaded to YouTube every minute. That provides an incredible library of content to satiate the appetite of viewers from all demographics. With over 2.5 billion monthly logged-in users, YouTube is the second-largest search engine after Google, making it a vital platform for brand awareness, lead generation, and conversions. And as advertising is now synonymous with the experience of watching content on YouTube, it should not be neglected as a valuable opportunity for a business’ marketing strategy.
Overview of YouTube Advertising
YouTube Ads allow businesses to utilise video content to create engagement with potential customers. Advertisers can target users based on audience demographics, interests, and viewing behaviours. This ensures a higher likelihood of click-through or engagement with the ad.
There are various formats in which video ads can be utilised on YouTube. These are as follows:
Skippable In-Stream Ads
These ads play before, during, or after other videos and can be skipped after 5 seconds. Advertisers are charged only if viewers watch 30 seconds or interact with the ad.
Non-Skippable In-Stream Ads
Short ads that last 15 seconds or less and must be watched before the main video content.
Bumper Ads
Non-skippable ads up to 6 seconds long, designed for brief messages.
Video Discovery Ads
Ads appear alongside YouTube search results or related videos, encouraging users to click and watch.
Masthead Ads
Premium placement ads that appear at the top of the YouTube homepage for a set period.
YouTube Shorts Ads
Vertical video format which is displayed in-feed for YouTube Shorts.
What’s New for YouTube Ads?
As the way in which we engage with video content continues to evolve, so do the opportunities within YouTube Advertising. As we shift towards a rise in engagement with Short-Form Video Content, we have also seen a larger reliance on the voices of User Generated Content (UGC) to obtain information, reviews, and feedback. Similarly, the rising utilisation of AI tools for content creation has shaped the speed and quality of video content on the web.
Last year, at Google Marketing Live Showcase, we saw a big increase in the functionality of YouTube ads appearing on the horizon to accommodate some of these shifts. Several innovative features were announced, including:
Animated Image Ads for YouTube Shorts
Using existing images and product feeds, YouTube can create animated images, providing a dynamic yet focused ad experience.
Integrated Shopping Feed
In April alone, 30 billion hours of shopping-related content were consumed on YouTube. Advertisers can now integrate their Merchant Centre product feeds into their YouTube advertising, allowing users immediate access to products which are showcased in the adverts. This aims to both boost product visibility and drive sales by connecting viewers with purchasable items seamlessly.
In-App Browsing
Users can now explore products and services without leaving YouTube, increasing the likelihood of click-through due to less disruption in their YouTube viewing experience.
Push of Sponsored UGC Content as Advertising
When creators are sponsored to promote products or services, Advertisers can now republish this content as advertising on the site. This further enhances the growing reliability of UGC content for forming consumer opinions.
Why YouTube Ads Should Form Part of Your Wider Marketing Strategy
According to Google, 71% of users in the United Kingdom feel that YouTube ads introduce them to new products and services. Historically, YouTube and video ads may have just been used as a great brand awareness tool. However - with further optimisations of integrated shopping, advanced audience targeting and focused AI-generated content - we have seen YouTube's capabilities span across the sales funnel to include those further down with greater intent of converting.
Still Have Questions, or Not Sure What Content to Post?
Blue Frontier have a whole team of experienced YouTube ad specialists, as well as hosting an incredible content creation team that can deliver the perfect YouTube campaign. Get in touch today to discuss your requirements.
