If you know me well, you will know i am a Google Ads fan than a Facebook ads fan. Infact, 98% of all my ads are Google. Do not get me wrong, Facebook rocks but Google is king. Are you aware that Video consumption has been on the rise for quite sometime? However, the concept of advertising on a video platform such as YouTube still remains foreign to many businesses. Unlike traditional (radio, television, or print) channels of advertising, running an ad on YouTube allows you to connect with potential customers in a memorable way at the exact moment they perform a keyword search related to your business. Google’s AdWords for video system makes it easy for businesses of all sizes to develop video campaigns for YouTube. Google AdWords for video makes it easy for you to develop YouTube video campaigns for your business.
The benefits of advertising on YouTube far outweigh any reservations you may have about incorporating video ads into your marketing strategy. To truly maximize these benefits it is important you take the time to invest in creating a video ad that is creative and personal. Make a video that will resonate with your target audience and will motivate them to share it with others. How many times do you see LAZADA & SHOPEE video ads on Youtube and Mobile apps?
TrueView video ads run on YouTube and throughout the web via the GDN (Google Display Network). YouTube has more than 1 billion users, Google’s Display Network reaches over 90% of web users worldwide through over 2 million sites according to Comscore. When you use targeting with your TrueView video ads on YouTube and the Google Display Network, you can create opportunities to advertise to your existing and potential consumers at moments that matter. There is a wide variety of targeting options available. You can target based on demographic groups, interests, placements and remarketing lists. You can also reach specific or niche audiences based on who they are, where they are, what they're interested in and what content they're viewing. What do video ads cost? With YouTube you are in complete control of your daily budget. You are only charged when a user engages with your ad. If a user skips the ad your account will not be charged. That is a really great thing! You can still have your messaging seen but not pay for it. If your goal is purely a branding objective then this works great.
You might be surprised to learn that the average user spends 40 minutes per session on YouTube. Within this 40 minute timespan, the user will be exposed multiple video ads—which is where your small business should be. More and more people are turning to the Internet for their news and television programming. Instead of running a commercial on more traditional (radio, television, or print) channels of advertising, running an ad on YouTube allows you to connect with potential customers through a more targeted approach. Below are the benefits of running a Youtube ads.
TV has changed and it has changed several times. As a child of the 80’s I clearly remember when we got our first VCR as a family. It was a huge deal, you could tape a show even when you weren’t home! This in a small way changed the way people watched TV. Then we move into the late 90’s and TiVo came along. Did you know TiVo was introduced in 1999 at the CES? TiVo and DVR dramatically changed the game. As a viewer we could now fast forward through commercials. Man, that was and still is really cool.
Let’s jump to 2005 when YouTube came along.
We all were enamored with really stupid cat videos (I will say the videos with cats and cucumbers are really entertaining). In 2007 YouTube introduced its first advertisement opportunities, primarily banner overlays, into the videos. Today you will commonly see both banners and the beautiful pre-roll ads (technically called TrueView).
Let’s look at a few stats that I find very interesting:
From a recent AdWeek study 18% of the total US population has never signed up for Cable(source)
Forrester predicts over half of U.S. viewers under 32 will not subscribe to a paid TV service by 2025 (source)
The Washington Post found our time in front of the TV declined last year. 18-49 year-old’s time on YouTube jumped 44% according to Nielsen’s Google-commissioned analysis and most was due to an increase in mobile views (source)
YouTube searches related to “how-to” were up 70% year over year per GoogleBrands that paired TrueView with Tv in their media plans saw a 23% increase in Ad recall, an 18% increase in brand awareness and a 13% bump in consideration per Google1 in 3 millennials say they’ve purchased a product as a result of watching a how-to video per Google.
WHY YOUTUBE ADS IS A GOLD MINE
LARGE REACH & EXPOSURE: Youtube has 1.3B users—almost one-third of all people on the Internet—and users watch almost five billion videos daily. These numbers are only expected to keep increasing year over year. Because of this, YouTube provides a great opportunity for your message to reach millions of people that all have the potential of becoming prospective customers.
SOPHISTICATED TARGETING OPTIONS: With YouTube ads, there are many targeting options for you to choose from. These include:
Topic – the subject of the YouTube video content. Demographics – age and gender. Keywords – specific keywords relevant to ads. Placements – specific YouTube pages relevant to ads. Category – user interest. You can also exclude categories, keywords, and content to avoid association with videos that you don’t want.
MORE USER RETENTION TIME: In comparison to other social media channels, YouTube’s users tend to spend more time on the platform. This is great for small business looking to drive more attention to their ads. On mobile specifically, YouTube reports the average session time is more than 40 minutes.\
COST EFFECTIVE: Wondering how much it will cost to run ads on youtube? With YouTube advertising you pay per video view. So how much does advertising on YouTube cost? A typical video ad runs between $0.10 and $0.30 per view, depending on your video quality, your targeting, and your overall goal. When watching a YouTube video have you ever seen that button that says “Skip Ad”? If so, you might be worried that you’re going to pay for a view when the user didn’t actually see your entire ad. But that’s not the case—YouTube doesn’t charge an advertiser for the first five seconds. Viewers have the option to watch an ad or else the placement is free. You do not need a large marketing budget to advertise effectively on YouTube. Google AdWords flexible pay-per-view (PPV) system allows you to set a weekly budget and even determine the maximum amount you want to pay per view (this is known as max cost-per-view [CT1] (CPV)).
MEASURABLE ADS: Advertising on YouTube is more measurable than television advertising. How? You can track the video’s success digitally by utilizing clicks and you can ask your customer service representatives to ask where the consumer heard of your product or service. YouTube allows you to see when someone dropped off from watching your video as well as when people watched the video more often through YouTube’s Analytics.
Durability. Google Adwords gives you the option of establishing a start and end date for your video campaign. However, unlike other advertising campaigns that require an expiration date YouTube ads can run forever. No matter when a new potential customer begins a search your video message can be ready to respond
SHARE-ABILITY: The brilliant combination of video access, sharing, and community within YouTube and particularly your target audience creates an opportunity for audience engagement, and consequently business growth, that is matchless. If a viewer finds your video to be informative or entertaining, or both, they have the option of sharing it with others. Thus, significantly expanding the reach of your video.
Disadvantages of Advertising on YouTube
While we do recommend YouTube advertising, there are a few disadvantages that your small business should also consider:
TARGETING: Yes, this is both a pro and con for YouTube advertising. While you are after to narrow down the audience for your ad, it can still be a bit difficult to get perfect. Why? YouTube’s users choose the categories for their own videos.
CONTEXT: This goes hand in hand with the disadvantage above. A downside with YouTube advertising is that you don’t get to select the videos your ad will play before. While you can use targeting to a certain extent, there’s no way to guarantee your ad will play something related to your brand, or next to a video of a baby blowing bubbles out of its nose that has no contextual link to your brand.