YouTube is the most popular video platform in the world. 1.9 bln users all over the globe is an impressive figure! Moreover, the audience presented on the platform is quite versatile, for any industry. These facts make YouTube the most attractive to advertisers.
YouTube offers a wide range of video ad opportunities. Advertisers can choose a skippable or non-skippable ad placement in the video stream as well as a clickable ad in the YouTube interface.
Bumper ads are six-second non-skippable in-stream ads that provide reach, frequency, and brand awareness. They are the building blocks for any successful ad campaign on YouTube and complement the TrueView in-Stream ads. The challenge is to put the main idea and the unique selling proposition in 6 sec. They are also the best optimized for mobile devices and are the most clickable video ad formats.
Duration: 6 sec
Placement: at the beginning, in the middle or at the end of another YouTube video; on websites and in applications of Google Video Partners
Bidding approach: cost-per-thousand impressions (CPM)
Marketing objective: Awareness
Advantages: 25% to 40% cheaper than TrueView in-Stream with click-per-view (CPV), enable you to reach more users than with any other YouTube format.
Placement:
in-stream, before, during or after other videos, and in Google Video Partners.
Duration:
In 2017 YouTube offered non-skippable 30-second ads, and as it turned out they were not so efficient and viewers liked them the least. When viewers are forced to watch longer ads, they tend to get annoyed and that can be damaging for brands. For the reason, we recommend using the maximum length of the video as 30 seconds.
An Ad format aimed to reach as much audience as possible by showing ads. The measurement is just impressions, so it is considered that ads reach results even if a user skips it.
Challenge: to put the main idea of the video within the first 5-12 sec
KPI: cost-per-thousand impressions (CPM)
Marketing objective: Awareness
Advantages: the cheapest one among all TrueView formats
An Ad format counting a view (if a video is longer than 11 seconds). Payment for displaying ads is charged only if the user has watched 30 seconds of the ad (or the entire video if it is shorter) or interacted with the ad (clicks on a banner or call-to-action overlay, downloads of a mobile app).
Challenge: to motivate users to interact with the video.
KPI: cost-per-view (CPV) or Maximize lift
Marketing objective: Consideration
An Ad aimed at boosting website actions. The ad includes the companion, customized call-to-action overlay (CTA), and end screen.
Challenge: to motivate users to make an action and visit an advertiser’s website
KPI: target cost-per-action (tCPA) or Maximize conversions
Marketing objective: Action
Advantages: the most efficient, payment for result
This ad format runs as a promoted video in the YouTube interface and is bought on a cost per view (CPV). It reaches audiences at key moments while they’re searching for or watching content on YouTube. The ad consists of a thumbnail image from your video with some text, and it invites people to click to watch the video.
Challenge: to motivate users to click on ads to watch the video
Duration: 30-120 sec
Placement: homepage, search results, and related videos based on targeted keywords, chosen audience or placements
KPI: cost-per-view (CPV)
Marketing objective: Consideration
A graphic banner that appears while watching a video in the player.
Size: 480 x 70 px
Challenge: to motivate users to click on the ad and visit the website
KPI: pay-per-click (PPC)
Marketing objective: Action
A graphic banner that appears in the right sidebar over related video watching list. The Media Ad on YouTube is a part of the Google Display Network.
Size: 300 x 250 px
Challenge: to motivate users to click on the ad and visit the website
KPI: pay-per-click (PPC)
Marketing objective: Action
Preparation time
Payment for setting 2-3 formats
Monthly payment for a campaign support
Minimum budget for a campaign
All settings of YouTube video campaigns are made with the Google Ads tool.
The client gives video uploaded to the client's YouTube channel
We set a video campaign
We adjust web-analytics to track results
The client gets a access to the ad account to monitor the process
We send report about progress by request
Our help in creating a completely new animated video for the YouTube advertising concept, collaboration with a third-party video-making agency. Setting advertising campaigns for different placements on YouTube. Integrating web-analytics tools to track progress.
Results: 130 registered users, 320 views, 0,63 USD per click. Customer acquisition cost — 1,5 USD.
Forecast: To get 1000 registrations the client should spend about 1000 USD.
Goals:
1) to inform in-market audience about the new product release (awareness enhancement);
2) to attract website visitors;
3) to acquire new registered users who start testing the trial version.
Targeting:
elaborating a target audience — would-be designers using the platform; adjusted by interests, countries, age, occupied jobs, competitors’ lookalike audience.
Collaboration: under NDA
Budget: 200 USD
Placements: TrueView in-Stream, TrueView Discovery.
Language: English
ARGO NAVIS collaborates with video-making agencies to ensure that your future video will meet requirements according to the format we chose within the campaign. This approach guarantees a better result as far as the video is created directly for the YouTube audience.
