Video is the closest form of interaction with a user! It stimulates multiple senses at once — hearing, seeing, engaging, and processing what they see.
That’s why video advertising is growing so fast on the internet compared to other ad formats. The main platform for video ads online is the world’s largest video portal — YouTube.
The main goal of video ads is to convey a message to the target audience on a deeper level.
What sets it apart from other types of online ads? For example, banner ads don’t hold a user’s attention as well as video does. A user might glance at a banner for a few seconds, and there’s no guarantee they’ll absorb the message as intended. With video, however, you get at least 6 seconds of attention, plus the message is reinforced with a voiceover or music.
Another huge advantage of online video advertising is that a large portion of the population, especially the younger generation, spends more time on gadgets than anywhere else. For these users, YouTube becomes one of the most powerful tools for influence. Campaign setup and management are done through Google Ads.
YouTube video ads:
➊ Placement:
– Videos can be shown on YouTube itself or on sites that allow video ads, such as Google’s Display Network and partner sites. This option is available during the campaign setup process on YouTube.
➋ Ad display:
– Ads can appear before or during the main video, with or without the option to skip;
– Ads can also appear in YouTube’s search results.
➌ Targeting options:
– Remarketing to people who have visited your website;
– Remarketing to users who have watched videos on your YouTube channel;
– Targeting by keywords;
– Manual selection of specific YouTube channels;
– Targeting based on user interests;
– Targeting by social status or life events;
– Targeting based on video topics.
➍ Pricing:
– For YouTube’s Instream ads with the skip option (ads shown before or during the video), you’re only charged for views after 5 seconds. If the user skips the ad before that, you don’t pay for the view;
– For Instream ads without the option to skip, you’re charged based on CPM (cost per 1,000 impressions). The advertiser sets the price in the ad account, and the user is shown the ad during video playback without the option to skip;
– Discovery ads (ads shown alongside content or in YouTube’s search results) are charged when the user clicks to watch the video;
– The cost of a view starts at 0.05 UAH.
* Only Instream ads allow you to set a clickable link to your website. Discovery ads do not offer this option. So, if driving traffic to your site is a priority, Instream is the recommended format.
Additional for online stores! Recently, Google introduced new ad formats — dynamic remarketing video ads on YouTube. For instance, you can advertise a brand video while showing users products they’ve viewed on your website, encouraging them to revisit and make a purchase.
Here’s what it looks like:
Recommended ad length
The ideal length for YouTube ads ranges from 10 to 30 seconds. For non-skippable ads, stick to 6 and 15 seconds. Ads longer than 30 seconds tend to underperform since they work with emotions and user desires. If you need help creating a video or launching a campaign, we’re always happy to assist!
Order a service