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BIDDING FAREWELL TO TV AS WE KNOW IT
Helped along by the global pandemic and millions of people stuck at home, the decline of linear television viewing in favour of on-demand formats has accelerated dramatically over the last two years. Undeniably, YouTube and digital TV has become a core staple in the suite of options for businesses looking to connect with potential new customers. Not convinced? Google produced their own insights in this article…
With the acceptance of creator-produced content alongside studio-produced content, linear television is bidding ‘sayonara’ to many of its former loyal advertisers who are looking for efficient ways to find new customers using video creatives to tell their story more dynamically than static advertising.
In case this wasn’t enough, the marriage of YouTube audiences with Google’s active search functionality effectively puts a nail in the coffin of generic TV advertising based on loose audience insights. For businesses chasing conversions, mass reach has lost its appeal.[/vc_column_text][vc_row_inner column_margin=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][image_with_animation image_url=”1788″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]
SO, HOW DO I GET GOING ON YOUTUBE?
Thinking of putting your video’s to work in YouTube? HOLD FIRE! Though we love your enthusiasm, there are a couple of pretty critical components in order to launch successfully, so cool your jets a moment and read on…
First of all, creating YouTube content is not the same as making a 30 second television ad. As you’re probably aware, consumers have the option on some formats to ‘skip’. Engaging creative that takes audiences on a journey is fundamental to a successful campaign on skippable formats. Have a strong think about how to survive the skip to keep your audience active and entertained. More on this here.
Secondly, if we’re switching to targeted audiences matched with active search, it follows that the targeting needs to be, well, pretty much spot on. Google analytics will provide some insights here from your existing site visitors, but allowing a professional to make audience recommendations that match your objective (reach? visits? conversions?…) is paramount.
Within these audience insights will be some absolute gems, such as the device preference of your audience (so… if they’re mainly watching on mobile, it follows that your creative brief should include a mobile friendly video format for your ads. Makes sense, huh?).[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text]
SO I CAN’T JUST BANG UP A DIY VIDEO AND WATCH THE DOLLARS ROLL IN?
Uhm, no. Well … maybe? But most probably, no. In fact, before you even consider getting stuck into creativity, you should ask your agency to run some audience stats for you. This will give you a huge leg-up in terms of the audience profiling, and they will help you decide which style of videos will work best for the video-watching habits of your audience, matched with your campaign objective.
Armed with this statistical mercenary, you can fire this off to your video-producer to work their magic on some creatives that will position your business offering at the right time, the right place, in front of the right people…
SO, WHAT ARE THESE VIDEO TYPES THEN?
We can tell you for sure that implementing the below is hinged on nailing the above. However, once you have your audience insight, it does pay to understand how the videos will be served.
There are five types: skippable in-stream, non-skippable in-stream, in-feed, bumper and outstream. There is also masthead which we’ve included here for completeness.[/vc_column_text][vc_row_inner column_margin=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/1″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]
A SUMMARY OF THE AD TYPES IN YOUTUBE AND HOW THEY ARE SERVED
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Skippable in-stream ads
Skippable in-stream ads run before, during, or after other videos on YouTube and across websites and apps running on Google video partners. After five seconds, the viewer has an option to skip the ad. You can optimize skippable in-stream ads to drive awareness, consideration, online sales, or leads.[/vc_column_text][/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][image_with_animation image_url=”1789″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column_inner][/vc_row_inner][vc_row_inner column_margin=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][image_with_animation image_url=”1790″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]
Non-skippable in-stream ads
Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during, or after other videos. Nonskippable in-stream ads are best at driving brand awareness and reach.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner column_margin=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]
In-feed video ads
In-feed video ads promote video content in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube homepage. In-feed video ads can be used for any marketing objective, and are especially good for increasing consideration of your brand or product, and driving online sales or leads.[/vc_column_text][/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][image_with_animation image_url=”1791″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column_inner][/vc_row_inner][vc_row_inner column_margin=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][image_with_animation image_url=”1792″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]
Bumper ads
Bumper ads are six seconds long (or shorter) and play before, during, or after another video. Use bumper ads when you want to reach viewers broadly with a short, memorable message. Bumper ads are best at driving efficient brand awareness and reach.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner column_margin=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]
Outstream ads
Outstream ads are just for mobile and only appear on websites and apps running on Google video partners. Use outstream ads when you want to expand the reach of your video ads on mobile to reach more customers at an efficient cost.[/vc_column_text][/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][image_with_animation image_url=”1793″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column_inner][/vc_row_inner][vc_row_inner column_margin=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][image_with_animation image_url=”1794″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1/2″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]
Masthead ads
Masthead ads automatically play without sound for up to 30 seconds at the top of the YouTube Home feed and are only available on a reservation basis through a Google sales representative. Use masthead ads when you want to drive awareness for a new product or service or reach a massive audience in a short period of time.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]The above was sourced from Think With Google.
Need helps on Youtube Ads? Contact Harper Digital today![/vc_column_text][/vc_column][/vc_row]
