As if we already didn't have enough subscriptions to every single streaming service out there, the thought of adding yet another to our repertoire is just mad! Most of us are guilty of pressing skip ad at the fifth second, and our brain has already mastered that timed click. And oh, boy! As viewers, we just want to get along with the content we actually want to watch. But once in a while, marketers do something that makes us want to stay a little longer, just enough to find out what they have to say. Those marketers are geniuses!
The art of crafting an ad is magical. Ads shouldn't be an interruption, but when we are bombarded by thousands of advertisements all the time, the least we can expect from brands and advertisers is that they make their ads worthwhile. Today a YouTube ad can be an extra entertaining clip, but only if you do it right.
Advertising isn't what it used to. Today, Brand Managers have many social and e-comm channels to choose from. The question, in the matter, is more about investing in the right mix for your audience and your brand. Every brand's equity is different, so you shouldn't feel obliged to follow a rule book. Take a leap of faith and play around to see what works and what doesn't. While you're at it, let's take a trip down memory lane and learn a few fun facts about YouTube.
The first video was uploaded to YouTube on February 14, 2005. Can you imagine? Fifteen years have passed, and today YouTube is the second-largest search engine right after google with more than 2 billion monthly viewers.
YouTube's first video ever was titled "Me at the zoo," and as you guessed it was about a kid visiting the zoo, since then, it has amassed a whopping 90 million views. Psy's "Gangnam Style" was the first YouTube video to hit 1 billion views ever. Way to go, K-pop!
But what's most important YouTube aired its first ad in August 2007. Nowadays, YouTube makes $15 billion a year from ads. More than half the previous amount is paid to video creators. This means Youtubers can monetize their channels based on the ads they stream before or at some point throughout their content. In the U.S. only YouTube will make 5.5 billion dollars in ad revenue in 2020. YouTube’s mobile app reaches more 18 and 49 year-olds than any cable network in the U.S. So, yet again, go mobile first!
So, what does YouTube have that others don’t? Brand Managers must take this tremendous opportunity to expand their audience and increase their brand's loyalty. Today you don't have to let your advertising budget go to waste. You can segment the audience you want to target in impressive detail. We also have to remember that video is the easiest way to get your message across, so what better way to leverage your customer's interest than by the content they like to watch.
According to Hootsuite, 70% of what people watch on YouTube is suggested via its algorithm. Many of your potential customers will be able to find you because of their preferences. Some argue that after Amazon, YouTube is the second platform that suggests its viewers, what to watch or buy next. Our point here is that these platforms' algorithms can now drive traffic directly to your e-comm stores and exponentially increase your conversion rates.
YouTube announced they would introduce a new shoppable ad format. They recently added a section below the video window where viewers can now browse for shoppable products. This is excellent news for advertisers because you can redirect targeted audiences directly to the buy now button.
Brands must figure out how to take advantage of YouTube and make your consumers not want to skip your ads. Reach the audience you want. Create video campaigns in reduced time frames and measure your success through your account analytics as displayed on YouTube Help, these are the following types of ads you can air through the platform:
Skippable in-stream ads, as its name suggests, you can skip these ads after 5 seconds. These are usually placed before, during, or after the main video.
Non-skippable in-stream ads can be up to 15 to 20 seconds long, viewers cannot hit a skip button, so if they are already stuck there, they better make worthwhile.
Bumper ads are six-second, non-skippable video ads that play before you can start watching the video you choose.
Trueview Video Discovery ads, also known as "In-Display" ads, is a format that promotes your video on the YouTube search.
Masthead ads are ideal for brands that want to drive massive reach and awareness. This format allows you to showcase your product in a prominent space on YouTube Home Feed.
Aerie recently ran a targeted ad campaign on YouTube and got a 25% higher return on their ad spend than the prior year. They also experienced nine times more conversions compared to their traditional ad mix. On the other hand, Mercedes-Benz aired their campaign -#MBPhotoPass with Loki the Wolfdog, an influencer dog with 1.3 million followers on Instagram. The ad was a completely immersive experience of 360 video. Many brands already work with influencers, but an Influencer dog? That’s something else.
By 2025 half of viewers under 32 will not be subscribed to a paid T.V. service. The average YouTube's Key Performance Indicators are $0.026 for an Average CPV, 31.9% for an average view rate, and 0.514% for an average view CTR. If you are looking to compare the platform's potential, this will definitely come in handy.
Make your ads Non-Skippable
Create first-class ads, ads that are authentic, attractive, and interactive. Take your time to story tell, if you dare to, get out of the 30-sec spot and take the time to tell your story so you can really leave a long-lasting impression, however, 20% of the people who start your video will leave after the first 10 seconds, so have to make sure you are not letting them go.
Catch your viewers' attention in the first few seconds after that forget for a second you are making an ad, and approach it like a filmmaker. Ads on YouTube should follow TikTok's lead and stop "making ads" and start making new trends.
Engaging advertisements can be created by using motion graphics, be it through stop motion techniques, characters, or even telling a story over a whiteboard. Live shooting, and integrated productions can be mixed with CGI modeled products. This format can be very flexible, especially when your ads need to run in different international markets, and a life-saver when you don't have the physical product ready for shooting.
Your budget allocation must be balanced across your social and e-comm channels to increase your brands’ exposure. Staying relevant is as important as speed in implementation. Content and creative ad outflow must be constant. As many traditional channels are shut, marketers and Brand Managers must find new ways to engage with the audience.
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Last Edited on May 25, 2018