Advertise on YouTube
With millions of videos uploaded daily, the video sharing platform YouTube offers a great
opportunity for brands to reach a variety of audiences all over the world.
In this reading, you will learn about advertising on YouTube, including the benefits and the
different ad formats offered.
Display ads vs. TrueView video ads
Before you learn about the benefits of advertising on YouTube, it's important to know that there
are two different types of ads on YouTube: Display ads and TrueView Ads. This can sometimes
be confusing as they are both often referred to as just “YouTube ads.”
Display ads
As you have learned, Display ads are visual ad formats placed on websites or applications.
They are static ads created in Google Ads using Display campaigns. Think of them as digital
billboards. Display ads use the Google Display Network, which is a group of websites, videos,
and apps where ads can appear. When on YouTube, these ads appear next to the streaming video.
Revisit an earlier lesson on Display ads for further information.
TrueView Video Ads
Alternatively, TrueView ads are video advertisements. They are called “trueview” because
brands only pay when someone chooses to view them. While these ads are also managed in
Google Ads, advertisers must first upload their videos to their YouTube channel before creating
a campaign.
After uploading your video ad to your brand's channel, there are a variety of different ad formats
to choose from. These include: skippable video ads, non-skippable video ads, overlay ads, and
in-feed ads.
Skippable video ads allow viewers to skip ads after five seconds.
Non-skippable video ads must be watched before a video can be viewed. They run
between 15 to 20 seconds, depending on regional standards. A subcategory of non-skippable ads
is bumper ads. These ads run for just six seconds.
Overlay image or text ads appear on the lower 20% portion of a video. Unlike the
other TrueView ads, overlay ads can only be viewed on computers and not mobile devices.
In-display ads , also known as TrueView Discovery Ads, appear in the YouTube search
results for video queries with related topics. They include a video thumbnail, title, and
description. Think of them as Search ads with videos instead of webpage links. When selected,
they can be watched in full—independent from other videos.
Benefits of advertising on YouTube
There are a number of reasons why advertising on YouTube is beneficial to most brands. The
most recognized reasons are cost, reach, and effectiveness.
YouTube ads are inexpensive
While the production cost of video ads can differ from company to company, it is relatively
cheap to run YouTube ads. YouTube ads perform on a pay-per-view, or a pay-per-click model.
This means that brands don't have to pay for an ad until a specific action is taken.
On average, these ads cost between $0.10 to $0.30 (USD) per view or action. The exact cost
depends on factors such as watch time, audience targeting, and campaign objective. The low cost
is helpful for brands with small budgets or brands with larger budgets seeking to produce many
ads.
YouTube ads help you reach your audience
YouTube gives brands the opportunity to reach a variety of audiences who are searching for their
brand or topics related to their products. Brands can target customers using specific topics,
keywords, or demographics.
Your brand's video can also appear in the suggested video feed of another video. This means
your ads can appear on popular videos that will be seen by a relevant audience.
YouTube ads are effective
With a larger audience, you have more opportunities for viewers to interact with your brand. In
fact, people who view an ad are 10 times more likely to engage with the brand behind the ad.
This is great for brand awareness and driving sales.
Key takeaways
YouTube is a powerful tool for brand marketers trying to get noticed by relevant audiences. Its
capabilities and low cost make it a promising tool to meet your brand needs.
Resources for more information
Explore the steps for uploading a trueview video ad campaign.
