YouTube Advertising – More than just a video platform

YouTube Advertising – More than just a video platform

Ann-Kathrin Habl
Ann-Kathrin Habl
published on March 15, 2023   

YouTube Advertising – The most important in a nutshell

  • YouTube is not only a platform for distributing and watching video content, advertisers can also place ads on YouTube.

  • Many targeting options on YouTube enable a targeted approach to the desired target group.

  • There are also various advertising placements, ad formats and tools for measuring success.

  • Advertising on YouTube is often worthwhile because the platform offers a large user base and reach.

YouTube is one of the largest and most popular online platforms. On YouTube, users can upload videos and also watch them. Moreover, YouTube is an important channel for content distribution and marketing of products and services. Advertising on YouTube can be an effective way to reach your target audience and make your brand more popular. In this blog post, we’ll show you the different types of YouTube advertising and how you can successfully run video ads.

What is YouTube?

YouTube was founded in February 2005 by Chad Hurley, Steve Chen and Jawed Karim and was purchased by Google in November 2006. The platform offers a huge variety of video content, from music videos and movies to gaming and how-to videos to political speeches and news. YouTube has more than 2 billion monthly users worldwide.

YouTube is particularly popular with young people and adults, but is used overall by every age group.  The streaming service is available as an app on almost any device, including smartphones, tablets, computers and smart TVs, and allows users to watch videos both online and offline.

Is YouTube advertising worthwhile for my business?

Because of its popularity and reach, YouTube has become an important marketing channel for businesses and brands..One important benefit: As a business, you can highly target your audience by tailoring your YouTube ads to specific demographics, interests, and behaviors.

So, to successfully run YouTube ads, it’s important to define your target audience precisely to ensure that your ads are seen by relevant users.

It’s also important that you place emphasis on creating high-quality video content. . The better the videos, the more likely you are to use them to capture the attention of your target audience. High-quality videos also help create a positive association with a brand. On the contrary, poor videos can tarnish a company’s image…. It is also important that your video is relevant and interesting to your target audience to ensure that they watch it to the end.

How do I place ads on YouTube?

To run YouTube ads, you need a Google Ads account and you need to sign up for the YouTube ad network. There are several requirements that must be met, such as a valid payment method and compliance with YouTube’s policies.

To start an advertising campaign on YouTube, you can easily create an ad and upload it to Google Ads. Here you can specify the target audience, budget and duration of the YouTube campaign. There are multiple targeting options, such as demographic characteristics, interests, and behaviors that businesses can use to accurately target their audience.

YouTube Advertising - More than just a video platform
Learn how you can use Google Ads to place your website presently in the search results as well as in the Google advertising network.

As mentioned earlier, you should pay special attention to the quality of video ads: Your ads should be entertaining, informative and relevant to your target audience.With a call-to-action, you ask users to perform an action (such as a purchase).

What are the ad formats for YouTube advertising?

There are various ad placements available on YouTube, such as display ads, in-stream ads, in-feed video ads, bumper ads, out-stream ads, and masthead ads. Each ad format has its own advantages and is suitable for different purposes and audiences respectively.

Display ads

Display ads appear as images or graphics in various sizes and formats, usually next to or above the video player on the page. Thus, they are not embedded in the content of the video, but are placed separately. These ads can also be placed on specific websites or on YouTube channels with content similar to your target audience.

There are different types of display ads, including banner ads, overlay ads, and side bar ads. These can also include animated GIFs or videos. They provide an effective way to promote your brand, drive traffic to your website, or promote products and services. Likewise, wide reach and targeting are possible here.

In-stream ads

In-stream ads are another way to advertise on YouTube. These ads are played before, during or after videos. There are skippable and non-skippable in-stream ads. Non-skippable in-stream ads are a maximum of 15 seconds long. Skippable in-stream ads can be skipped after 5 seconds. This means that after 5 seconds, a button will appear that allows the user to click further to the actual video.

In-feed video ads

These ads appear on the YouTube homepage and in search results, and are similar in appearance to regular videos in YouTube feeds.

Unlike video ads, which are placed inside a video, in-feed video ads are displayed as standalone videos in YouTube feeds. These ads can be 12 to 120 seconds long and are skippable. In-feed video ads can play either automatically (without sound) or manually (by clicking).

In-feed video ads offer advertisers the opportunity to target their audience in a contextual environment, as they can be targeted to specific keywords, interests, and audiences. They are also an effective way to increase brand awareness and drive users to the advertiser’s website or YouTube channel.

Bumper ads

Those who want to run short non-skippable ads might be interested in the bumper ads on YouTube. These are very short video ads (up to 6 seconds) that are placed before the actual video. They are particularly suitable for spreading brand messages or conveying call-to-action prompts.

Out-stream ads

Out-stream ads are typically short videos that play automatically when they appear on a mobile website or in a mobile app. Unlike in-stream ads, which are placed inside videos on YouTube and other platforms, out-stream ads are placed outside videos.

They play without sound, and users can enable sound by tapping on the video. The ads can be displayed in different sizes and formats, and they can be customized to display optimally on different devices and screen sizes.

A special feature of out-stream ads is that they are charged only if they are displayed on the user’s screen for at least two seconds. If the user closes the ad before that or skips it, no fee is charged.

Out-stream ads are an effective way to reach a broad audience and increase brand awareness, as they appear on mobile websites and apps that are used by many users. They can also be targeted to specific audiences and geographic regions to increase ad effectiveness.

Masthead ads

These types of ads appear at the top of YouTube’s homepage and are usually the first thing a user sees when opening the platform.

Masthead ads are interactive video ads that are usually 30 seconds long and play automatically. However, they can also be up to 3 minutes long….

Therefore, these ads are often used by big brands and companies to promote their products or services or to increase brand awareness. They are usually very expensive and are often used as part of a broader online marketing campaign.

A special feature of masthead ads is that they can only be placed on a specific day, and they are only available to one advertiser per day. This means that the ads are very exclusive and visible.

Sponsored Cards

Another way to use YouTube for advertising is Sponsored Cards. These ads are placed directly in the video and can contain product information or links to landing pages, for example.

Sponsored cards are interactive ads that are displayed during a video. They allow users to get more information about a product or service by clicking on the ad. This type of ad is particularly well-suited for brands that want more interaction and engagement with their target audience.

Targeting options for YouTube advertising

An important factor when running YouTube ads is proper targeting. You should define and understand your target audience precisely to ensure that your ads are delivered to the right users and to avoid wastage.

YouTube’s targeting system allows businesses to target specific audiences. This includes demographic characteristics such as age, gender, location, and interests. It is also possible to define the target group based on behavioral data such as search history or the history of videos viewed.

There is also the option of running remarketing campaigns on YouTube. This involves showing ads that are targeted to users who have already interacted with your brand. For example, you can show ads to users who have visited your website or signed up for your newsletter. This type of advertising can be especially effective because it targets users who already have an affinity for your business.

How much does it cost to advertise on YouTube?

One aspect of placing ads on YouTube is choosing the right budget for your campaign. It’s important to set a realistic budget that fits both your goals and your means. It’s also important to regularly monitor your budget and make adjustments to ensure you’re getting the best possible results.
YouTube advertising costs vary depending on ad format, target group and budget. Companies can choose between different payment models, such as CPV (cost-per-view) or CPM (cost-per-1000-impressions).

Success measurement and campaign optimization

Another important aspect is measuring the success of the advertising campaign. YouTube offers various tools to monitor and analyze the performance of the advertising. These include metrics such as the number of views, play rate, click rate and conversion rate. In this way, companies can check the success of their advertising campaign and make adjustments if necessary. This also helps to identify optimization potential. To optimally adjust a campaign, target group-specific keywords should be used. In general, the ad should be adapted to your own target group as best as possible.

Start advertising on YouTube now

For many companies, YouTube is a suitable platform to advertise products and services. . However, planning is important when placing YouTube ads: you should conduct a target group analysis in advance so that you can adjust the targeting as precisely as possible. High-quality and appealing video ads are also important. With the right strategy and preparation, however, YouTube can be a powerful tool. With a large user base, a variety of ad formats, target group options, and opportunities to measure success, YouTube offers great potential as an advertising platform