Analysing Video Ad Formats For Video Campaigns
in this article, I want to look at the various ad formats that can be used for video campaigns. Besides, there are some pre-defined ad formats that can be used when it comes to Youtube marketing. On YouTube, you also have a number of ad formats to choose from:
Your video ad plays before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad. This ad format gives users a choice to engage with your advertising.
Typically, a user who chooses to engage is more engaged than one who is simply exposed to an ad (through an ad format such as non-skippable video ad or an interstitial on a website), and the added benefit with Trueview is you only pay when a user either watches the ad in full or more than 30 seconds (whichever comes first), or clicks through to your website.
This means you are only paying for your most-engaged viewers and therefore making it a very efficient form of advertising. In this sense, it gives the same democracy that comes from Google Search to Video advertising – allowing users to choose which content and advertising they want to see, and only charging the advertiser when a user chooses to engage with their business.
Trueview video discovery
Promote your video in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage. The TrueView video discovery format on YouTube is extremely versatile – not only can you run video ads on YouTube, but you can also run them on the Google Display Network. This is a great way to expand the reach of your video ad and gain more views.
Short, non-skippable video ads of up to 6 seconds that must be watched before your video can be viewed. This format is ideal for driving brand reach and frequency. The short time frame makes them very useful for teaser campaigns or echoing longer-form creatives, similar to how on TV a longer ad would be shown to launch a campaign before being edited down to the core campaign messages.
It’s important to note that you must create separate ads for each format, as each format fulfills a different objective.
There are a number of advanced advertising options for advertisers looking to drive more specific actions:
Trueview for Shopping
If you use Google Merchant Center (a tool that helps you upload your store and product data to Google and make it available for Shopping ads and other Google services) you can use your existing Merchant Center product data to generate shopping cards that display your products as part of your TrueView ad. Up to 6 shopping cards may appear on a video ad at a time. It would be a solution for advanced advertisers who are familiar with Merchant Centre and Shopping feeds.
Universal App campaigns
It allow you to promote your app across YouTube, GDN, Search and within the Google Play store.
The premium offering is the Masthead, a customizable creative that runs on the top of the YouTube homepage for 24hours in your chosen market. It is similar to a homepage takeover on a premium publishing site. This placement is bought at a fixed price, booked on Cost-Per-Day basis, the price of which varies by market. A placement such as this is generally used for a large-scale campaign such as a launch or rebrand or it can be popular for movie releases and trailers. Although it can be a very expensive media buy, given its prominence, it does have great potential reach.
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