3 popular YouTube ad types for building brand awareness

3 popular YouTube ad types for building brand awareness.

If you are thinking about getting started with some YouTube advertising, we have put together a quick guide below of the most popular formats to start building brand awareness:

  1. TrueView Skippable in-stream ads - Skippable in-stream ads appear on YouTube watch pages and across websites and apps running on Google video partners. Skippable in-stream ads use cost per view bidding (CPV). With CPV bidding, you pay when a viewer watches 30 seconds of your video (or the full duration of the video if it's shorter than 30 seconds) or interacts with your video, whichever comes first.
  2. Non-skippable in-stream ads - Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during or after other videos. Viewers don't have the option to skip the ad. These types of ads use target CPM bidding, so you pay based on impressions.
  3. Bumper ads - Bumper ads are six seconds and play before, during or after another video. Viewers don't have the option to skip the ad so they are forced to watch the video. The message needs to be to the point and leave the user wanting to learn more and use the CTA button.

You might have existing videos to use that fit these formats, but before you invest money advertising them, think about whether they are the right fit, ask yourselves these questions:

1. Has it been built for attention? It should start fast and keep an upbeat pace with unexpected shifts to capture and retain the viewer.
2. It should be built for sound on - 95% of video on YouTube is played with sound on
3. It should be built for mobile - more than 70% of watch time happens on mobile devices so make sure the video works well on smaller screens

Once your ads are set up, leave them to run for at least two weeks before you make any changes - this will give the machine time to learn. Once two weeks is over, you can start reporting on the performance of your videos. Here’s some metrics to help understand the effectiveness of your video:

View rate - is the primary metric for understanding how well your creative (in other words, your video ad) is performing. A higher view rate usually indicates your video ad is keeping the attention of potential customers. A high view rate will generally result in your ad winning more ad auctions and a lower CPV – meaning you’ll drive more views at a reduced cost. Please note though, if your ad is unskippable (e.g. bumper ad), this metric should not be used to measure success.

Watch time - This measures the total amount of time people watched your video ads, think of this

Click performance - Look at the clicks and click through rate - if you have a CTR on your video, how many people are clicking through to your desired locations and what is it costing?

Avg. CPV: This is the average amount that you pay when a viewer watches 30 seconds of your video if you are running a trueview instream ad.

Impressions: This is the number of times your ad was shown to a potential customer.

Views: On YouTube a view is counted when someone watches 30 seconds of your video ad/or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first.

Earned actions: These include subscriptions, likes and additional video views that happened after someone saw your ad.

If you’re looking at starting some YouTube ads but not sure if you have the right video content, give us a shout and we can see if we can help make existing videos YouTube ready, or quote you for developing new ones.