Social
media is one of the hottest topic in marketing right now, not
only does it expose your brand and raises awareness to the customer, it’s usually
less expensive than other forms of media. In these blog we will
discuss advertising on YouTube, more specifically some of the advertising
vehicles YouTube uses and what type of business scenarios can be successful in
them. YouTube is a huge vehicle for adverting with over 4 billion views a
day and 800 unique users every month, if it were a search engine it would be
the 2nd largest search
engine on the web twice as large as Yahoo and Bing combined! (1.)
Display Ads
The first
ad type we are going to discuss is the YouTube Masthead. The Masthead is what
you see when you first log into you tube, this advertising is usually better
suited for larger companies, with a ticket cost of 375K a day this can be a
pretty pricey advertising campaign. (2) These ads are a
970X250 and can include videos in them.
The home
page generates over 45 million views per day, this translates to a cost of less
than a cent per visitor or about $8.33 per thousand. This is a great
option for raising awareness and letting the customer interact with the brand.
Since most of these ads let you play the video beyond just the ad, you can
create a very interactive offering for your consumer. Here is a great example
from one of the most awesome film ever made by men, women, or God! Enjoy
This
example is actually an Expandable Masthead, it runs from 970X250 to 9750X500
when selected. It will also let your customer subscribe to the advertisers
channel, and allows the advertiser to keep in constant contact with you through
uploaded videos.
Standard Banner Ads
Since
most of us are not going to be able to dish out 375K for our small business ads
(except if you’re Mic...baller!)
In this section we will talk about Banner Ads,
you have seen these ads often on YouTube
There are two types of these ads. The
Standard banner ads which appear to the side and the InVideo (pictures below) ads
those appear on the bottom of the video while a customer is
watching.
These ads are great for small
businesses, which can geographically and demographically target users. The business can target the ads
very specifically, for example let say you own a Hipster
Glasses Co. in Salt Lake City, UT. Assuming hipsters aren't too cool
to watch YouTube from their organically made MacBooks, you can target 18-30
year old in the Salt Lake Area who have interest in social reform and the Indie
Music.
Another, more relevant, example is if
you are a personal trainer and you want to target people in the area that are
looking up exercise videos and proper form. These ads will work well for this purpose,
you can target the videos people watching and hopefully
You can also limit your budget on how much you
are willing to pay per ad and how many impressions you want. These are measured
by ad imprecision and
click through rates, the measurement are
reported through YouTube analytics. Again these ad
vehicles are best used to target your business and reduce your ad budget, since
youtube ads are not as over-saturated as Google AdWords, you can get
a better return on your advertising dollars and create more compelling ad
campaign for your local business.
The characteristics of InVideo ads is that
these ads 480x70 and they can have a link to another video that can advertise
your business and tell the customer a bit more about what you do. The
Standard Banner ad 350x250 and can have
outside links and animation but no sound. While Standard Banner ads are not as visible
as the InVideo ads, they are a great compliment to them.
This concludes the section of the
Display ads, in the next section we will cover streamings Ads and how they can
help your business further evolve.
