As traditional media dies, video ads are getting more and more popular on social media. As of 2017, they make up 35% of ad spending online. Cisco thinks that by 2021, 80% of internet traffic will be video-related.
1.9 billion people use YouTube at least once a month. So YouTube advertising is definitely worth a look into. Let’s see if it’s right for your business.
First of all, the YouTube audience is large enough that you can find any demographic you want to cater to on there. But if you’re looking to specifically target teenagers, you should definitely consider YouTube. It’s the most popular social media platform for them.
Now a downside is, there are not as many options to define your target audience as with LinkedIn, Facebook and Instagram. But, you can choose age, gender, income, location, language and general search terms which is enough for a lot of businesses.
2) Ad Types
The next thing to look at is the type of ad you want for your campaign. YouTube offers a couple of different types of ads. The video ones are the most commonly associated with YouTube obviously. Bumper ads are the unskippable video ads that run before a video. TrueView in-stream ads can also be pre-roll, but they’re opt-in, so you only pay for a view if the user chooses to watch and passes the 30-second mark of the video (or watches the whole thing if it’s less than 30 seconds). Which is fantastic. The other type of TrueView is called discovery and they’re the kind that shows up in the search and in the sidebar. These are my personal favorites. They’re non-intrusive and completely opt-in.
They also do display ads and overlay ads which aren’t video. They’re image and text. Which can be very effective as well.
Pricing on YouTube is a little different than other platforms, but generally a video ad will run at around 20 cents a view which remember, is only counted if the user opts in. Considering that, the pricing seems fair.
4) Is it right for you?
Now that you have an idea about the outline of YouTube ads, when should you use them? YouTube ads are the best for growing a subscriber base, attracting new viewers to your channel, growing customer consideration, and web traffic. They can also be used to gain leads, but I wouldn’t say they’re perfect for it, I’d say Facebook is better for that. But if your ad relies on audio, I would definitely use YouTube because users have their sound on far more often than other platforms.
If you’re interested in more details about other social platforms, you should subscribe to our YouTube channel, I’ll be doing more in the future. I hope you learned something!