How Do I Advertise On YouTube?
We have all seen the ads that play before, during or after a video on YouTube. These short, descriptive ads offer branding opportunities you simply can’t find in other marketing channels.
Similar to search and display campaigns, YouTube is another property where advertisers can get in front of many potential customers. YouTube is the 2nd largest search engine (next to Google itself) making it a major opportunity for marketers to increase brand awareness and recognition.
How Expensive Are Video Ads On YouTube?
Instead of a cost-per-click model like search campaigns have, YouTube ads work on a cost-per-view (CPV) or cost-per-thousand-impressions (CPM) pricing model. With a CPV model, the advertiser pays when a user watches the complete duration of the ad or when they interact with the ad. An interaction is typically a click to the advertiser’s site.
With CPM bidding, an advertiser pays for every 1,000 impressions the ad receives. CPM bidding is great for increasing brand awareness and is quite cost effective.
Types of Video Ads Available On YouTube
Video campaigns offer a few different types of ad formats to be used on YouTube and partner video sites:
- In-Stream Video Ads: these short ads run before, during or after a video plays. Most happen as a pre-roll, playing before a video starts with the option to skip the ad after 5 seconds. Advertisers can also use non-skippable in-stream ads that will run for a full 15 seconds or less (depending on the creative). In-streams ads can be used with a cost-per-view or cost-per-thousand-impressions pricing model.
- Outstream Video Ads: these ads are shown on partner video sites outside of YouTube. They allow advertisers to extend their reach to other video sites for increased branding. Advertisers pay for the ad on a cost-per-thousand-impressions pricing model.
- Discovery Video Ads: these ads link to your full videos and are found through YouTube search. These ads are great for content creators who want to direct people to their YouTube channels. Advertisers pay for the ad only when the video thumbnail is clicked.
- Bumper Video Ads: these ads are similar to in-stream ads, but they run for 6 seconds and cannot be skipped by the viewer. These ads are based on a cost-per-thousand-impressions model whether or not an interaction takes place.