YouTube has over two million monthly visitors and is the largest video platform in the world. It houses both user generated and premium content. 

YouTube Video advertising allows marketers to reach audiences across a variety of pieces of content allowing advertisers to target based on keywords, custom audiences, specific YouTube channels and content topics while also adhering to brand safety requirements. 

Video ad content is primarily hosted on YouTube, however it can also appear across YouTube partners such as websites and apps. 

What YouTube video formats are available?

Trueview Instream Ads

When: Use when you have content that you want to run before, during and after other videos.

How: After 5seconds the users have the option to skip the ad. It’s a good indication of your creative messaging and resonance as users have the option to skip. If they don’t skip straight away, it can provide useful creative and audience insights.

Where: On all YouTube partnered websites and apps.

What: goals can we activate campaigns against?

Marketers can choose a goal that aligns with the overall campaign KPIs such as sales, website traffic, brand awareness and reach, and product or brand consideration 

Non Skippable Instream YouTube Ads 

When: Use non skippable instream ads when you’d like to promote video ads before, during or after other videos on YouTube and it is important the view sees the entire message without being able to skip the video. 

How: Non-skippable instream ads are usually 15s or shorter and don’t give the viewer the option to skip the ad, whether it is playing before, during or after content. Because of this, the CPMs attached to non-skippable ads are very high and often work out more expensive than trueview, skippable ads.

What: goals can we activate campaigns against?

  • Brand awareness and reach 

Video Discovery YouTube Ads

When: Video discovery ads can be used to promote content in places of discovery, including next to related YouTube videos as part of a YouTube search result or on the YouTube mobile homepage. 

How: Discovery ads consist of a thumbnail image from the video ad alongside some text. While the exact size and appearance of the ad may vary depending on where the video appears, the discovery ad invites the viewer to engage with the ad by clicking and watching the video. The video then plays on YouTube watch of the channel page. 

Where: Does the format appear? 

YouTube video ads appear in the YouTube results page, alongside related YouTube content and on the Mobile YouTube site. 

What goals can we activate campaigns against? 

  • Product and brand consideration 

Bumper YouTube Ads: 

When: Use bumper ads when you want to reach viewers with short memorable messages. 

How: Bumper ads are 6seconds or less and play before, during or after video content. Viewers don’t have the option to skip the ad. 

What: goals can we activate campaigns against?

  • Brand awareness and reach

YouTube offer a range of formats and targeting options that your client service and planning team can recommend to you, get in touch if you’d like to know more!