Companies may now use YouTube to advertise to their target demographic in an efficient manner. Selecting the ideal ad format might be challenging because there are so many alternatives for your digital marketing strategy.
We’ll look at the many types of YouTube ads that are popular in the United States. We will look at the benefits and cons of each design, from bumper ads to pre-roll, to help you choose the best option for your digital marketing agency.
Now let’s dive in and learn about the realm of YouTube advertising!
TrueView Ads
On YouTube, TrueView adverts are arguably the most well-known and often utilized ad style. This makes them skippable, enabling viewers to exit ads after five seconds. Advertisers are only charged when viewers watch at least 30 seconds of the ad or take an action on it, e.g. click on a call-to-action (CTA). TrueView ads come in two formats:
- In-stream ads: These ads are either shown before or in a video and they are skippable after five seconds. They are perfect for increasing brand awareness or driving traffic to your site.
- Video discovery ads: They are displayed next to other videos on YouTube, in search results, or on the YouTube homepage. They are composed of a thumbnail image and text and are very good to drive engagement and views.
- Non-skippable In-Stream Ads:
Non-skippable in-stream ads are video ads that play either before, during, or after a YouTube video and cannot be skipped by the viewers. These kinds of ads usually last for fifteen to twenty seconds and work best for carrying short and catchy messages. They ensure viewer exposure, but there is a risk of viewer frustration and ad fatigue if they are not executed efficiently.
Bumper Ads
Bumper ads are short, non-skippable video ads which appear before, during, or after the YouTube video and last for 6 seconds. Bumper ads, being short, can be quite powerful when it comes to engaging viewers and leaving indelible brand impressions. They are especially useful for the purposes of generating brand awareness and this in turn is achieved through the use of concise storytelling.
Overlay Ads
Overlay ads are semi-transparent banner ads that appear at the bottom of the video player and stay there while the video is playing. These ads normally contain text and a clickable CTA which can be shown for a couple of seconds or until the viewer closes them. Overlay ads are non-intrusive, allowing viewers to engage with the ad without disrupting their viewing experience.
Display Ads
YouTube videos, the YouTube site, and search results can all include display advertisements—static or dynamic image ads. These advertisements are usually served through Google Ads and may contain text, images, and a call to action. Display advertising are a good way to get leads, drive traffic to websites, and increase brand awareness.
Sponsored Cards
YouTube videos can show interactive overlay ads called Sponsored Cards which provide additional information about the products or services promoted in the video. These ads comprise images, text and a clickable CTA that takes the viewer to the relevant information or websites. Sponsored cards, although subtle, are very effective in driving engagement and conversions.
Masthead Ads
Masthead ads are premium ad placements displayed at the top of the YouTube homepage for 24 hours. These ads are very noticeable and may contain video or image with an active CTA. Masthead ads are perfect for advertising of major events, product launches or brand campaigns and get maximum impressions from YouTube’s ever-growing audience.
Video Ad Sequencing
Video ad sequencing enables advertisers to tell a story in a series of video ads shown one after the other. Advertisers can craft the sequence and timing of each ad in such a way that all the ads form a coherent story that connects with the audience. Video ad sequencing is efficient in creating brand awareness, engaging the audience and guiding the viewers through the sales funnel.
YouTube Ads Best Practices
• Be concise and eye-catching.
• Start with an interesting start.
• Tell an engaging narrative.
• Highlight product/service’s unique qualities.
• Use excellent graphics and music.
• Include a call-to-action.
• Regularly test and refine ad durations, forms, and text.
• Use YouTube’s targeting capabilities.
• Monitor and evaluate ad success for data-driven decisions.
• Stay updated with trends and best practices.
In a nutshell, YouTube offers US-based businesses a number of advertising options to effectively connect and engage with their target audience. They include display ads, overlay ads, sponsored cards, bumper ads, masthead ads, non-skippable in-stream ads, TrueView ads, and video ad sequencing. The digital space enables businesses to increase website traffic, create leads, and reinforce brand awareness through the use of YouTube ads.
