Is Advertising on YouTube Worth It?
YouTube is an extremely engaging search engine and social network. I’ve been known for finding one thing on YouTube, then going to the next, and the next thing I know, I’m watching some strange German music video and singing along!
There are a number of different types of video marketing opportunities for YouTube advertisers. Which one is best for your business depends on your goals, resources, and budget.
Types of YouTube Ads
YouTube allows for several types of video advertisements that will fit a variety of video advertising goals.
TrueView In-Display Video Ads
These videos are promoted next to the YouTube videos, but your video does not play automatically. Google only charges your AdWords account when people click on the thumbnail of the video and start to watch it.
In-Stream Video Ads
There are two different types of In-Stream Video Ads: TrueView In-Stream Ads and Non-Skippable In-Stream Ads. These ads are fairly cheap, costing around $0.04 per view. This means, if you get 1,000 views, you would only be charged $40.
The TrueView In-Stream Ads can be skipped after 5 seconds. This means that for this type of ad, you need to grab the viewers’ attention immediately. You’ll be able to see how well your ad is grabbing attention by seeing if people are watching past the first 5 seconds or not.
On the other hand, there are also non-skippable ads. While these ads make the user watch your entire advertisement, users typically dislike this form of ad, since you are forcing them to watch it.
A great example of a successful online ad is Kmart’s “Ship my Pants” commercial:
No matter what you do with your advertisement, you need to let the consumer know what they should do next with a call to action.
Overlay In-Video Ads
These types of ads are very similar to AdWords text ads, as the headline and description lines are the same number of characters, but they appear in YouTube videos. These types of ads are not truly video ads, and they only are shown in videos.
Remarketing Video Advertising
We’ve previously discussed remarketing. Remarketing with YouTube is similar. Video remarketing allows you to target those who have previously watched your videos on YouTube or on the Google Display Network.
Why Do YouTube Video Advertising?
Connect with Your Target Audience
You can select many different targeting options, such as:
Measure Your Success
When it comes to video advertising, advertising on YouTube is more measurable than television advertising. 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.
Moreover, you can see how engaged people are with your ad. 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.
Interact with Your Viewers
Since your advertisement is a YouTube video, people can leave comments on the actual video, allowing you to engage your audience and understand them and their preferences even better—creating a more focused and targeted campaign.
So, Is YouTube Advertising Worth it?
Alas, it depends on your company. If you already have a grabbing and compelling video and want to work on getting your name out there, then definitely go for it! You can easily send your ads to your target market. YouTube is a great way to spread brand awareness and is similar to a television ad, just more targeted and trackable.
If you do not have a video created yet, consider your marketing budget. It may be useful to try to do some less exciting but still very important marketing items, such as SEO or a text ad PPC campaign.
You can either contact us to discuss what may be your best options for internet marketing or you can wait to learn about the difference between a click, conversion, and a lead next week in our PPC blog series, PPC Me Now.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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