The Modern-Day TV Commercial
Why YouTube Advertising Works
Advertising on YouTube lets you capture the attention of engaged consumers while they are watching video content. Users on YouTube are more engaged with watching videos due to the nature of the platform. The highly engaged users result in a lower cost per impression.
Logged-in users visit YouTube every month
2nd most visited
YouTube is the 2nd most-visited website in existence, according to Alexa
18-34 year olds
YouTube reaches more American 18 – 34-year-olds than any TV network
YouTube Campaign Solutions
Although these ads may be considered the most “annoying”, they are also extremely effective. In-Stream video ads play during YouTube videos as well as other places in Google’s display network, such as apps or games. These ads are usually around 30-seconds, but can be up to 3 minutes with unlimited ad copy possibilities. If someone clicks on an in-stream ad, they’re taken directly to the website or digital storefront.
To maximize the attention span of most audiences, non-skippable ads play for a brief moment before or after a featured video, and cannot be skipped (duh). Typically 15-20 seconds in length, they can be complemented with a 30-second extended version to play as an in-stream ad.
- Effective for increasing brand exposure to specific target markets.
- They’re paid for on a cost-per-mille (CPM) basis, giving you more control over your ad spend.
- Everyday info makes for great content
- Because they’re short, bumper ads are ideal for targeting mobile users.
- They’re also a great way to recycle longer content.
- Content may contain blurbs about the day-to-day
Ways to Target Your Audience using YouTube
Age, gender identity, parental status, and household income. Detailed demographics can include marital status, home ownership, education, and parental status.
Affinity & Custom Audiences
If users have interacted with products or industries that are similar to yours, you can target those users as well.
Purchasing habits and brand selections can be determined by big, life-altering events like marriage or having a baby. Life Events targeting will allow you to target by these big moments.
If you provide a solution or service that people are actively looking for, you can target them! Google click history, purchases, and search history will allow you to serve YouTube advertisements to those who are deemed “in-market” for your product or service.
Custom intent audiences
Most individuals do research before making a purchase. Search history terms can be targeted to those who have shown an intent to buy something.
If people have watched videos on your channel or those related to yours, you can target them for a remarketing campaign.
Get specific! Select the websites, channels, apps, placements, etc. that your target audience is most likely to visit or interact with.
Topics or Device
Get specific to a device, then target your video ads to a range of topics, videos, channels, and sites.
Keywords are obvious. If someone searches “when to get a new car”, they’re probably looking for a new car. Target them if you sell new cars.