YouTube In-stream advertising is an effective way of reaching your target audiences.
If you watch videos online, you’ll know that there are a number of ways that advertisers reach out to web viewers.
Our clients have found YouTube In-stream advertising is an exceptionally effective way of reaching their target audiences.
What is YouTube In-streaming?
YouTube is the world’s second largest search engine, after Google. A colossal 6 billion hours of videos are watched on the platform every month!
When you click to view a video on YouTube, sometimes you will be shown a short advertisement before your video starts. You will be given the option to skip the ad after 5 seconds, but if it’s relevant to your search, you may well carry on watching.
If you’re a business looking to get your brand in front of your target audience, YouTube In-streaming can be an extremely effective tool.
How much does it cost?
Unlike AdWords, which is a pay-per-click model, In-streaming is charged per view – but the best bit is that you are only charged when a viewer has watched 30 seconds of your ad (or to the end if your video is shorter than that!).
This means that you can raise brand awareness without paying for viewers who have not watched for more than 30 seconds.
As with Google advertising, you can set a budget for how many views you are willing to pay for in a given period. The cost of a view will depend on the competitiveness of your targeting options.
If people are watching YouTube all around the world, how can I reach my target audience?
You can target your ad by a number of criteria, including the topic of the videos it is being shown on and the geographical location of the viewer. For users who are logged in to YouTube, you can also target by age, gender and even interests.
The breadth and competitiveness of your targeting will impact the cost-per-view of your video.
Can I use my existing video?
We have several clients using YouTube In-streaming. Some of them had videos made specifically for this form of advertising – while others use videos that they had already made for other purposes.
The most important aspect of your video for In-streaming is that it gets your message across early on in the video. A ‘teaser’ ad that only reveals the message at the end will not be as effective. Review your video with the following timeframes in mind:
- 5 seconds to make sure the viewer doesn’t ‘Skip Ad’
- 30 seconds is the payment threshold
- Depending on the aim for which your existing video was created, it may or may not have a clear call to action. This is extremely important in an In-stream ad; you need to let your viewers know what to do next.
If you decide to re-edit or create a new video, we can happily point you in the direction of some great video production companies who have an excellent understanding of the requirements of YouTube In-streaming.
What are the main benefits of YouTube In-stream Advertising?
You can reach your audience on a range of devices, including computers, smartphones, tablets and smart TVs
You can target who sees your ad based on the topic of the video they’re watching, geographical location and even age and gender
Gain brand awareness at a low cost (or zero cost for those who don’t watch the full ad!)
In our experience, there is an assumption that only large brands can afford YouTube advertising – this may be a hangover from the cost of TV ads or video ads on national newspapers such as the Guardian and Telegraph. So an added benefit is that viewers see your brand as influential, no matter what size your business is.
How is the YouTube ad campaign managed?
Your campaign is managed through the Google AdWords platform. If you are familiar with Google AdWords, you may find it easy enough to set up the campaign yourself.
Alternatively, Fountain can manage the campaign for you.
Case Study: Public speaking training
Our client Andrew Brammer is a public speaking expert. He has successfully used YouTube In-streaming to spread awareness about his public speaking courses and events in his area.
The campaign targeted people who were searching for YouTube videos about public speaking help and advice, who were located in the counties of Norfolk, Suffolk and Cambridgeshire.
Anyone within those areas viewing public speaking related YouTube videos, was introduced to Andrew Brammer’s courses before the YouTube video started – so he was able to communicate directly with the perfect audience for his courses.
How do I get started?
Get in touch with Marcus, Fountain’s In-streaming expert, to discuss your campaign. He can be reached on 01603 340335 or by email at firstname.lastname@example.org
12 December 2014