Three YouTube TrueView ads formats you should know -- as well as tips on how you can use them
Anyone looking to get started or expand your video marketing campaigns advertising, purchasing advertisements can provide a new realm of possibilities. When you begin your ad-buying journey, one important channel to consider is YouTube TrueView which is a format that charges users when (and only when) the viewer interacts with your ad. YouTube TrueView is a hybrid between the usual cost-per-impression channels, such as show advertisements Auctions with cost-per-click like Search engine marketing . There are numerous variants of the TrueView name, at its core, it's an advertising platform that values (and is charged for) real interactions . To help you get started to get started, here are three essential advertising formats that you can use via YouTube TrueView, along with the best practices for when (and when) to make use of these formats. Are you ready to get started?
1. Standard, skippable in-stream ads
What are they? The standard, skippable ads in the stream are what YouTube is known for. If you've watched Parks & Recreation outtakes only to get interrupted in mid-binge by an ad that can be skipped in 30 seconds in support of Tide PODS(r) If so, most likely, you've seen this in its format. In-stream advertisements are simple: They consist of a skippable in-stream video as well as a display URL with the option of incorporating a static 300x60px companion banner. There is also the option of adding the option of a CTA and headline, like TrueView for Action ads (more on those later). One final note: Standard skippable ads in-stream do not need to be confused with "Video Ads," which are sold through a reserve auction and are typically not available for skippable. They're great for: As they are, standard in-stream ads are a excellent way to increase the brand's or product's awareness and consideration. Even though Google has provided the capability to include a headline and CTA, it has limited the options for bidding models to the following options the 'Target CPM (cost per 1000 impressions) or Target Cost per View' or 'Max Lift. The bidding models include guardrails that explain ideal use cases for a given ad type when it comes to standard in-stream, you're bidding to provide the maximum amount of reach or raise in the eyes of your public. It's a useful option for brands advertising but not a great one for those who are performance-based advertisers. Also, be cautious using Max Lift bidding immediately out of the box. This is a bid strategy that hasn't been tested that requires you to run an 'in-concurrent' bid. Mark Lift The study is included in conjunction with your media spending. It also comes with certain spend minimums you'll need to meet.
2. TrueView for Action ads
What they are: TrueView for Action is newer, more attractive, and easier to click than the standard in-stream. It's also the most important video ad format for performance marketing. The ads work similarly to traditional in-stream ads by being skippable but they have a few significant changes. The adjustments allow them for driving real traffic to websites as well as conversions from video alone. For desktops, Action ads have an in-video CTA overlay. It also has a companion CTA banner unit on the right edge of the 'Recommended' feed. Some marketers may not realize is that Action ads come with an entire video end-card that includes a third CTA following the ad. Google has also launched the ability to support video link extensions for web sites On desktops and smartphones and desktop devices, which can help increase the click-through rates to your website. What they're best for: TruView for Action can be described as the traffic-generating workhorse of your YouTube advertising plan. Its inclusion of multiple CTAs means you should expect a much higher click-through rate for these advertisements compared to. traditional ads that are in-stream. The trade-off, however, is in the total number of viewers. The cost per view of Action advertisements are usually several times higher than that of standard in-stream. It is important to keep in mind that Google charges you based on the number of views completed or by engagement -- whichever comes first. If your click-through percentage rises, you'll be charged more per click. This is because Action ads don't do well in generating massive reach however, they do more than more than that by increasing conversions and traffic. The large CTR together with the effectiveness of bidding that is automated (either "Target Cost per Action or Maximize Conversions'), gives the user a format for ads that is designed to be streamlined and drive results for business. They won't replace search ads, but they can be very effective in generating traffic.
3. Discovery ads
What they are: Unlike the two previous TrueView formats the video-related ads in this format don't play in-stream directly. Instead, they appear in a thumbnail size that is accompanied by text on the 'search results' page as well as the'related videos area -- or as a video overlay. They may also be seen on the home page of the YouTube mobile app. Discovery ads maintain the spirit of TrueView as you only cost for them whenever someone clicks on them and interacts with them. This is a sort of hybrid between the search and display options, as well as video inventory. What they're best for: Discovery ads can be a great method of promoting a the awareness of a brand or product. You can use them to efficiently and inexpensively build a highly qualified pool of video viewers using the format known as click-to-view for filtering only for people who were interested enough to engage. Next, you can target that audience by retargeting viewers via video, retargeting all Google properties. However, don't depend solely on the discovery ads to implement your YouTube video strategy. They are a good way to supplement an overall campaign, however they don't have the same direct influence or reach of the two formats in-stream discussed above.