When we think about launching a digital ad campaign, we mostly think about Google Ads, Facebook Ads, or Instagram Ads. But what about YouTube Ads? Have you ever given a thought anytime on how effective it can be?
To be honest, videos would rule the future, as YouTube has become the second-largest search engine in the world. With a 2 billion active user base, YouTube has also emerged as an effective advertising platform for SMEs and MSMEs.
YouTube ads are more target-oriented and less competitive than Google Ads. And therefore, it is the right time for you to enter the world of videos.
Keep reading to know what types of Youtube Ads are best suited for your business and why you should consider YouTube ads.
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Types of YouTube Ads
YouTube can be a perfect platform to utilise your business marketing strategies in 2022. However, choosing a suitable ad format is essential. To help you out, here are the most popular YouTube ad types that you can consider.
Video Discovery Ads
YouTube Discovery Ads are the ones that appear on your YouTube homepage, Search Engine Results Pages (SERPs) or as related videos on YouTube. These ads do not show up over the video content you watch and respect a user’s watch time.
On the contrary, discovery ads might get very few views as no one really logs in to YouTube to watch an ad. So, your thumbnail and your ad title should be highly catchy to compel users to click on the play button.
Another requirement for a video discovery ad is that it must be posted on YouTube like other videos. Therefore, you must have a YouTube channel connected to your Google Ad account for your business.
Also known as non-video ads, Youtube overlay ads are the ones that pop-ups at the bottom of your YouTube Video as a visual or text or both. As the name indicates, the ad lays over the video content you are watching, having an enclosed link.
It is one of the efficient ways for brand promotion and driving traffic, as the users are redirected to your website the instant they click on the ad. However, YouTube allows the users to exit from the overlaying ad by clicking on the ‘X’ button, but the best part is that overlay ads follow the PPC (Pay Per Click) model.
Trueview or skippable ads are video ads that automatically start playing before, in between, or at the end of a video. The ads play for five continuous seconds before the user is provided with the skip button.
To get the users’ attention and stop them from skipping it and performing the desired CTA, your ad should be highly creative, at least for the first few seconds. Skippable ads are made for all the devices, and you are required to pay only when a user watches the ad for a minimum of 30 seconds or performs a CTA.
Similar to Skippable ads, non-skippable ads run involuntarily before, during or after a video. But, there is a catch. Non-skippable ads occur for videos that are generally 10 minutes or longer and play for a time of 15 to 20 secs without giving the users an option to skip.
Non-skippable ads give the creators much more time to share the information creatively. Also, as it is not skippable, these are best suited for ads demanding higher CTA. And even non-skippable ads are based on the PPC model, i.e., you need to pay only when users click on the ad.
Bumper ads are the shortest form of video ads you will ever get to see. It runs for 6 seconds without a skip option before the actual video content starts playing.
With such less screen time, it is relatively implausible to target your audience. However, bumper ads can be used as a reminder for a product launch, a workshop, or showcasing a single USP of your product. So, you need to be quick and creative in delivering your message.
More popularly known as sponsored cards, these ads are best suited to promote a product or services featured in the video. The ads appear as a link on the right-hand side during any significant moment in the video.
Sponsored cards become visible for a few seconds in the video and do not interfere with the users’ watch time. And, as they appear within relevant content, it helps the users get more information about the product or service.
Benefits of YouTube Ads for Small Businesses
If you are considering advertising your brand on YouTube, here are a few benefits that will help you get a clear vision,
- Higher Reach: With YouTube ad videos, you would be able to reach out and make your brand known to 1.3 billion users across the globe.
- Relevant Target: YouTube offers various targeting options based on age, demographic, topics, keywords. Hence, it lets you target a more relevant audience with your ad.
- Makes an Impact: Video ads are more likely to grab attention and increase engagement than text ads. Therefore, more appropriate for small businesses looking to conquer the market.
- Cost-Effective: YouTube ads follow the pay per click (PPC) and pay per view (PPV) advertisement model. So, unlike traditional ads, you must pay only when a user clicks on the link or watches the video for a specific time.
- Measurable: You can always track the performance of your ad through YouTube Analytics, which helps you understand how people are reacting to your ad. You can also stop your ad anytime you feel it’s not fulfilling your objective.
It must be clear by now that when you choose YouTube, you get an entire package of advertising options. The whole idea of creating expressive video ads might sound overwhelming, but trust me, your efforts will be worthwhile in the long run. So, choose the best ad options for you and help your business grow.