When you think about online videos, the YouTube platform is probably one of the first things to come to mind. Since 2005 the platform has blossomed into one of the most visited sites in the world and has even cemented itself as a verb for broadcasting videos. For marketers this is also great news as it presents a new platform to target users beyond the CPM methods of regular cable methods. YouTube continues to grow in popularity and since being acquired by Google, has rapidly developed a successful ad campaign model.
Research supports growing trends towards consumers preferring video content. YouTube reaches more 18-49 year olds than any cable channel in the US with just mobile users alone. Even the Internet advertising guru Google earns almost as much as 6% of their entire ad revenue from just YouTube alone. Next to Google itself, YouTube is the second best source for traffic being the 2nd largest search engine in the world. Because there are literally thousands of videos being uploaded each day, the amount of daily traffic at any given time can be huge numbers.
Navigating the YouTube ad space can sometimes be rocky especially if campaigns are battered by low conversion rates and high skip ratios. For brands, YouTube takes expertise in learning how to handle what is essentially a digital form of interruption marketing. YouTube has taken the necessary steps to make sure ad buyers are paying for high target conversions. One great innovation has been true view ads which lets companies only pay when users actually interact or watch a full ad when given a choice and does not function as a CPM ad.
There are numerous ways to use YouTube’s advertising to your advantage. Ads can be shown in-stream or via discovery methods including bumper ads, alongside search results or even on the YouTube homepage itself. For brands interested in video advertising the main thing is picking the right videos to place your ads in. Use demographic segments such as affinity markets and interest related topics to raise your ad CTR. The possibilities are endless for both brands and advertising professionals.