Videos are probably the most powerful forms of content available on the internet. Their success is attributed to their authenticity and the lasting impression they leave on viewers compared to other forms of content. Consequently, YouTube itself has over one billion users who visit the video search engine to watch hours of content on various aspects. The YouTube mobile app itself reaches more individuals in the 18-49 demographic than any cable network.
Just as video content is compelling, video advertising is also on the rise, with every digital marketer aiming to use videos to generate brand awareness. According to the report from ‘The State of Digital Marketing’ 76% of businesses who employed video marketing attest to its role in improving sales. Moreover, 81% of people are more likely to be convinced by a video to buy a product compared to any other form of digital marketing. As an aspiring brilliant and talented musician, YouTube video advertisements are the way to go. This article will enlighten you on what YouTube advertising is and how you can use it to increase your following.
What is YouTube advertising?
YouTube advertising is a service offered via Google Ads and is a way of advertising your video content on YouTube and other search engines to increase your audience. This form of advertising may involve having your content show up on YouTube search results for users to view it in full or having it play right before a user accesses another person’s video.
Types of YouTube Ads
Before you set up a YouTube advertisement campaign, an in-depth knowledge of the forms of ads available to use is helpful. There are 6 main categories of YouTube advertisements:
TrueView ads are the most commonly used form of advertisements on YouTube. These ads give users control over the ads they see, which is why eight out of ten YouTube fans prefer them over other forms. Even though the users may not view the entire ad, TrueView ads are also incredibly helpful to businesses. YouTube policy is that an ad can be a minimum of 12 seconds and a maximum of 6 minutes.
As an advertiser, you can pay for various forms of TrueView ads, like those that users watch for at least 30 minutes, watch an entire short video, or integrate a call to action button. The fact that users control the ads they see is also helpful for you; you get to save money by not having users not watch ads they do not need. You will also have access to a more interested audience, which will increase your chances of conversion.
Types of TrueView ads:
These are ads that will play right before viewers’ selected video. They have a small timer and a link to the advertising site. This type of TrueView ads also has a companion ad that sits at the right-hand bar, above the list of suggested videos (labeled up next), usually are.
These kinds of ads show in between YouTube search results and at the right-hand bar where the list of suggested videos is. They consist of a small image and about three lines of text. Clicking on these ads directs users to the YouTube watch age or channel so they can view the entire video.
Advantages of TrueView ads:
They are cost-effective and low risk. You are only charged after a viewer watches the ad for at least 30 seconds or the entire ad, or chooses to click on it. This form of billing is incredibly efficient in that your budget will be spent on interested viewers that may become customers or channel subscribers.
Since TrueView ads are opt-in, you are not subject to time limits. This means that your video ads can take any form you like or believe will communicate best: how-to’s, product demos, testimonials, and other intuitive ideas.
The numbers are great. If you believe in statistics, then you will be relieved to note that according to Google, brands that use TrueView ads report up to 500% increase in content viewership.
Non-skippable In-stream ad
This is a different kind of ad that is relatively similar to TrueView ads, only that viewers have no control over them. Viewers cannot skip this kind of ads, which is probably why they are so uncommon. YouTube eliminated the 30-second non-skippable ads and kept them at 15-20 seconds.
Non-skippable ads not only show up right before a video starts, but some even crop up in the middle of videos that are longer than 10 minutes. These are called non-skippable ‘mid-roll’ YouTube ads.
This type of ads is not billed the same way as TrueView ads are. They are charged as per the CPM (Cost Per Mille) basis, which translates to a fee per thousand views. The biggest disadvantage with this model of advertising is that you may end up paying a fortune for bogging down viewers who may not be interested in what you have to offer. However, if your marketing strategy is to achieve massive brand awareness, CPM advertising is the way to go.
YouTube Bumper ads
Bumper ads are non-skippable videos that are 6 seconds and below and play before a user’s video starts to play. Just like non-skippable In-stream ads above, these are billed on a CPM basis. This YouTube ad format may be rather short for a product demo or any other forms of content that require more time, but offer you an opportunity for some great creativity. Check online for the YouTube ads leaderboard, which will give you some inspiration from twenty of the most intuitive bumper ads.
Sponsored card ads
These are small ads that appear as small Call-to-action pop-ups within videos. This form of advertising is unobtrusive; it only appears as a small I on the upper right corner of a user’s video. When clicked, the card will expand to show further details about the advertised product. Sponsored cards are helpful if you are showcasing your YouTube video or channel, or any products via Google shopping.
The above types of YouTube ads are the most commonly applied and are invaluable for your music career. Your audience is most likely enchanted by video content, which is why YouTube advertising is the best way for you to reach them.