Running a series of YouTube videos ads is one strategy to ensure that even more of your target audience sees the video content you have produced. And with innovative tracking features and new formats, you can even use that data to critique its ROI too. However, advertising on YouTube is quite different from running a PPC or even free social media campaign. This is because YouTube offers ad-blocking software that can prevent any ad from being placed on your account. Here are some things you should know about the benefits and pitfalls of advertising on YouTube.
First, you need to understand that there are two types of youtube ads available. While both serve different purposes, they do so in different ways. There are trueview ads, which cannot be blocked by ad blocking software and are the more common form of ads on YouTube. Trueview ads allow for targeted direct responses from viewers, unlike non-skippable instream ads, which are generally less personalised. But while they cannot be blocked, they also offer a lower CTR (click through rate) than other kinds of ads. So which one is right for your business?
In general, the most effective form of ads on YouTube are trueview ads. But if your marketing strategy focuses on in-stream ads, then trueview ads may not be as effective. This is because clicks on these ads do not register with the advertiser directly, but are instead sent to the server where the video is hosted. So in effect, a viewer will not be directly connected to the advertiser, but may only have notice of the ad after watching a video. The key to a successful in-stream ad campaign is being able to personalise your videos for your targeted audience and create a connection with them, so that they feel personally connected to your brand or product.
Another type of video ad that has been seen as having great potential on YouTube are called non-skippable ads. These ads do not offer a direct response, but can still be useful for brands because they offer more than just one message. For example, a brand could create a commercial video ad with text that urges viewers to call an 800 number, as well as a picture of a product. In this case, the ad does not offer a direct response, but encourages viewers to get in touch with the company nonetheless. YouTube’s targeting capabilities make this kind of video ad much more powerful, especially when targeting mobile phone users. As a result, many advertisers better understand YouTube’s real value, which is to create a highly customised and targeted video ad campaign, which is then able to drive higher conversion rates.
The key to YouTube advertising success is being able to create a targeted video ad, which then enables you to make further tweaks. You can create a customised campaign for every single customer and every kind of product or service you have. You can target people who like certain songs, are interested in a particular sports event, want to know more about a certain brand or product, and so forth. This is all done automatically, and the difference between a failed video ad campaign and one that actually generates results is down to one crucial factor: the quality of the video ad.
As a general rule, video ads that generate fewer clicks (clicks or views) are less valuable than campaigns that are more creative and feature unique content. YouTube offers an excellent tool for tracking how effective a campaign is by measuring its ‘click-through rate’, which tracks how many times a visitor goes to the advertiser’s website after clicking on one of YouTube’s ads. Click-through rates can be affected by several factors, such as the brand and reputation of the product or service being advertised, the duration of the ad, and many other variables. However, one of the most influential factors in determining click-through rates is the frequency capping strategy adopted by the advertiser. If your campaign is designed around this principle, you will probably end up with the best possible results.
Many of the world’s top brands and most successful companies pay close attention to the frequency capping strategy adopted by their ad agencies. In fact, some of the most popular and highly recognizable brands regularly dedicate a large chunk of their advertising budget to purchasing high-quality trueview ads that are strategically placed on YouTube. The reason behind this strategy is simple: the Internet is the perfect platform for brand advertising and marketing. As long as an ad features the right tags and it is designed to closely resemble or accurately represent the brand and product it is supposed to promote, it will almost certainly have a greater chance of being clicked.
YouTube advertising offers marketers access to a captive audience that is both massive and incredibly targeted. It is also relatively inexpensive compared to other types of direct marketing campaigns, making it a perfect choice for start-up businesses or small brands that need to get the word out to a niche audience. The fact is that a YouTube campaign can dramatically increase brand awareness, generate massive amounts of revenue, and greatly expand any existing marketing or advertising campaigns. In short, it makes great business sense for companies of all sizes to invest in YouTube campaigns in order to maximize their potential for success.