Step aside Facebook and Instagram; YouTube is by far the most popular social platform. A notable Pew Research study reveals that 73 percent of American adults use YouTube, versus 68 percent for Facebook and just 35 percent for Instagram. Furthermore, as Facebook loses favor with Generation Z, YouTube remains a leader in the coveted 18-24-year-old demographic. The platform’s popularity across multiple age groups makes it an amazing resource for advertisers looking to reach a broad range of viewers. Read on to learn more about YouTube ads — and their future in digital marketing.
TrueView ads:TrueView ads can be skipped after just a few seconds and are therefore preferred by most users. Advertisers only pay if viewers watch at least 30 seconds or interact by clicking.
Overlay ads: Simple but effective, overlay ads consist of semi-transparent banners located near the bottom of YouTube videos.
Display ads: Located just above thesuggested videos list in the right-hand sidebar, display ads are only available for desktop users.
Non-skippable instream ads: These instream ads are similar to TrueView ads but cannot be skipped. They tend to have a higher abandonment rate.
Bumper ads:A shorter version of non-skippable instream ads, bumpers must be viewed before proceeding to the desired video — but they last just six seconds or less.
Sponsored card ads: Essentially pop-ups, sponsored card ads appear within videos as calls to action.
What’s New for YouTube Ads
The future is bright for YouTube Ads, with the platform continually implementing effective approaches to capturing leads while still ensuring viewer satisfaction. Keep an eye out for these exciting developments:
An Expansion of Existing TrueView Capabilities
Think of it as a more effective call to action; YouTube’s expanded use of the TrueView in-stream format will encourage viewers to move beyond merely clicking on the ads they view. The goal: to drive an active experience, rather than passive viewership. New extensions will make it easier for viewers who express interest in a product or service to interact on the spot. For example, instead of merely vowing to hit the movie theaters after seeing an exciting trailer, viewers can directly click through to access ticket purchasing extensions.
Maximize Lift Bidding and Lifted User Metrics
You can now gain greater insight into viewer behavior through metrics such as “lifted users” (referencing the number of people influenced by a given ad) and “cost per lifted user.” YouTube recommends that you make the most of your ad strategy via Maximize lift bidding, in which ads are optimized for those most likely to pursue a given brand following exposure on YouTube.
Before you dive into a new marketing strategy with YouTube ads, explore these key resources.
Creator Insider: In-Depth Guide to YouTube Ads
Where better to learn about YouTube ads than in a YouTube video? This eight-minute guide offers valuable information from a YouTube insider while drawing on relatable examples.
Social Media Examiner: How to Use YouTube Ads on Your YouTube Channel
This article explains why YouTube ads are so valuable and how they can be customized to meet your unique needs.
YouTube Guide: Create a TrueView Video Campaign
If you’re ready to develop a TrueView campaign, check out this official guide. You’ll receive step-by-step instructions for customizing your campaign and setting up ad groups.
YouTube ads represent an exciting opportunity for targeting a wide range of internet users while building a stronger following and prompting greater conversions. Don’t hesitate to incorporate various types of ads into your digital marketing strategy to see which type works best for your business.