Video has a lot to offer digital marketers and consumers. In 2017, video will account for almost 70% of all internet traffic. With additional advances in connectivity and mobile technology, streaming big video files is no longer prohibitive, enabling users to share a wide array of content.
Buying YouTube Advertising
As a medium for marketing, video requires more time and effort to produce than a Instagram Post, Tweet or Facebook Status Update, but the overall payoff can match or go much beyond the investment. Once efforts to produce content are made, marketers attempt to gain the most from their creative content by leveraging social media to make sure it gains visibility and recognition so they can earn return on their investment (ROI).
Of the top seven social media platforms, YouTube ranks as the 4th highest in usage by consumers, and of those seven, it’s the only platform specializing in video.
Topping the list of online video platforms, YouTube has made it easier for marketers in many ways by offering:
- An easy to use format for posting and sharing videos on any social media channel
- A wide reach and plenty of traffic: 1 billion users, who spend millions of hours watching videos daily
- Global reach in over 70 countries and 76 languages
- The ability to go anywhere the user goes – over 50% of video play comes from mobile audiences
- A truly social video channel with options to share, like, comment and subscribe which helps to drive interest-based traffic
- Search features makes videos the answers to consumers’ questions
And that’s all just a part of setting up a YouTube channel.
Brand Advertising Campaigns
When it comes to using the YouTube platform as a mechanism for brand promotion advertising campaigns, there are two ways to go about paid advertising:
- In-display ads: appear in YouTube search results, as related videos, or on websites that belong to the Google Display Network.
- These display as the results of a search or appear on the right hand side of a video being viewed as related content.
- In-stream ads: appear as pre-roll before a video plays.
- Pre-roll ads may have a “skip ad” or a “Your video will play in 10 seconds” notification to let viewers know the ad’s duration.
Advertising Targeting on YouTube
To target audiences for these ads, advertisers use a variety of targeting options that are also found within programmatic campaigns such as keywords, location, time of day, network, language and device type. While video offers marketers the opportunity to engage and provide value through things like demos, testimonials, and “how to” content – it’s not as easy to produce as a tweet, blog or white paper.
When setting up these campaigns in a programmatic self-service platform, advertisers set their maximum bid price even with no guarantee that the video will be viewed in its entirety.
Best Practices for Video Advertising
Marketers need to keep in mind that with video, quality matters. Not only do the audio and visual components need to be high quality, but the content should follow as well. If these factors fall short, and your video isn’t useful or engaging, it’s not valuable.
For both advertising and brand channel pages, YouTube provides reporting analytics that help to quickly assess and optimize the posted video and it’s targeting on your programmatic platform. These video metrics give marketers a lot of insight into how much of the video is being viewed or engaged with. This information can be used as a way of gauging intent signals, for example, a video that’s been completed can indicate a qualified marketing lead and is also a re-marketing opportunity.
Best Practices Summary
- Video is on the rise, and YouTube tops the list of online video platforms.
- YouTube also ranks among top social platforms and provides real social features such as share, like, comment and subscribe.
- Marketers can get a big return on investment by creating quality video that engages and provides value for users.
- Video gives marketers insight into intent signals and the opportunity to drive qualified traffic from YouTube to sign up or purchase pages.