A quick guide to YouTube's advertising options and successful ad campaigns

1. YouTube
Advertisements

2. Types of Ads
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3.  V i d e o A d s c a n p l a y a t t h e b e g i n n i n g , a t p o i n t s i n b e t w e e n , o r a f t e r a
v i d e o
 T h e r e a r e t w o t y p e s o f v i d e o a d s o n Yo u Tu b e , s k i p p a b l e a n d n o n -
s k i p p a b l e
 V i d e o c o n t e n t h a s t o b e a t l e a s t 3 0 s e c o n d s l o n g
 A d s c a n b e Yo u Tu b e h o s t e d o r t h i r d - p a r t y s e r v e d
 A d s c a n c o m e w i t h a n o p t i o n a l c o m p a n i o n b a n n e r t h a t a p p e a r s o n t h e
t o p r i g h t h a n d c o r n e r o f t h e w a t c h p a g e t h a t s t a y s e v e n i f t h e a d i s
s k i p p e d
 T h e b a n n e r i s o n l y c o m p a t i b l e w i t h a d e s k t o p v i e w
 Yo u Tu b e m e a s u r e s v i d e o i m p r e s s i o n s , c l i c k t h r o u g h , v i d e o q u a r t i l e s ,
p a u s e s , a n d “ S k i p ” b u t t o n c l i c k s
Video Ads
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4.  V i e w e r s a r e n o t g i v e n t h e c h o i c e t o s k i p t h e a d
 C a n o n l y b e a m a x i m u m o f 1 5 s e c o n d s
 N o n - s k i p p a b l e a d s t h a t a r e 3 0 s e c o n d s l o n g a r e a l l o w e d
o n s u b - s e t c a t e g o r y
 N o n - s k i p p a b l e A d s d o n o t c o u n t t o w a r d t h e v i e w c o u n t
 Yo u Tu b e a l s o o f f e r s n o n - s k i p p a b l e B u m p e r A d s t h a t a r e a
m a x i m u m o f 6 s e c o n d s
 B u m p e r A d s a r e p e r f e c t f o r ra i s i n g b ra n d a w a r e n e s s a n d
r e a c h
Video Ads
Non-Skippable
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5.  U s e r s a r e g i v e n t h e o p t i o n t o s k i p t h e a d a f t e r t h e f i r s t 5
s e c o n d s
 S k i p p a b l e A d s o n l y a d d t o t h e v i e w c o u n t i f a u s e r w a t c h e s
3 0 s e c o n d s o r m o r e
 C a n b e u p t o 6 m i n u t e s l o n g
 T h e r e i s a c o u n t d o w n d u r i n g t h e f i r s t 5 s e c o n d s o f t h e a d
t h a t i s r e p l a c e d b y a S k i p B u t t o n :
Video Ads
Skippable
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6. Video Ads
Components
*The Channel Engagement Panel is only available if the ad is site-served
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7.  T h e r e a r e t w o t y p e s o f Tr u e V i e w a d s :
 I n - s t r e a m
 V i d e o D i s c o v e r y
 T h e s e a d s r u n o n v i d e o s o n Yo u Tu b e a n d a c o l l e c t i o n o f n e t w o r k s i n t h e
G o o g l e D i s p l a y N e t w o r k
 T h e y c a n b e v i e w e d o n v i d e o s e m b e d d e d o n o t h e r s i t e s o r a p p s a s w e l l
 V i d e o i n t e ra c t i o n o p t i o n s i n c l u d e :
 C l i c k s t o v i s i t y o u r w e b s i t e
 C a l l - t o -A c t i o n o v e r l a y s
 C o m p a n i o n B a n n e r s
TrueView
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8. TrueView
In-Stream
 V i e w e r s a r e g i v e n t h e c h o i c e t o s k i p t h e a d a f t e r 5 s e c o n d s
 I f t h e v i d e o i s s k i p p e d b e f o r e t h e 3 0 s e c o n d m a r k ,
Yo u Tu b e d o e s n o t c h a r g e f o r t h e a d a n d i t d o e s n o t c o u n t
t o w a r d o v e ra l l v i e w s
 T h e v i d e o m u s t b e u p l o a d e d t o Yo u Tu b e
 I f y o u d o n ’ t w a n t u s e r s t o b e a b l e t o f i n d t h e a d t h r o u g h
o r g a n i c s e a r c h , y o u c a n e d i t t h e p r i va c y s e t t i n g s
 C a n b e c r e a t e d u s i n g A d Wo r d s
 I t ’s r e c o m m e n d e d t h a t t h e v i d e o b e l o n g e r t h a n 1 2 s e c o n d s b u t
l e s s t h a n 3 m i n u t e s
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9. TrueView
Video Discovery
 R u n o n t h e s e a r c h r e s u l t s a n d w a t c h
p a g e s o f Yo u Tu b e o n b o t h m o b i l e a n d
d e s k t o p p l a t f o r m s
 T h e a d i s a n i m a g e t h u m b n a i l a n d u p
t o t h r e e l i n e s o f t e x t
 T h e a d d i r e c t s t h e u s e r t o t h e
Yo u Tu b e c h a n n e l o r w a t c h p a g e
 I t s r e c o m m e n d e d t o u s e C TA
o v e r l a y s t o d r i v e u s e r s t o y o u r
s i t e
 Yo u Tu b e r e p o r t s i m p r e s s i o n s , c l i c k s
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10.  R u n a c r o s s a l l s e c t i o n s o f Yo u Tu b e
e x c e p t t h e H o m e p a g e
 3 0 0 x 2 5 0 d i s p l a y a d
 A va i l a b l e t h r o u g h A d Wo r d s
 M u s t h a v e a n d i m a g e a n d c l i c k
t h r o u g h U R L o r a t a g f r o m a n
a p p r o v e d v e n d o r
 Yo u Tu b e t ra c k s a d i m p r e s s i o n s a n d
c l i c k s / c l i c k- t h r o u g h ra t e s
Display Ads
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11.  A p p e a r o n t h e b o t t o m o f t h e
Yo u Tu b e v i d e o p l a y e r o n c e a v i d e o
i s p l a y e d
 4 8 0 x 7 0 b a n n e r w i t h a n o p t i o n a l
3 0 0 x 2 5 0 c o m p a n i o n d i s p l a y a d
 A va i l a b l e i n A d Wo r d s
 O n l y a va i l a b l e t h r o u g h r e s e r va t i o n
s p o n s o r s h i p c a m p a i g n s
 Yo u Tu b e m e a s u r e s :
 I m p r e s s i o n s
 C l i c k & C l i c k- t h r o u g h ra t e s
In-Video
Overlay
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12. Successful
Advertisements
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13.  M o d C l o t h ’s Tr u e V i e w v i d e o
c a m p a i g n s h a v e a n
a v e ra g e 1 8 % c l i c k t h r o u g h
ra t e
 A d c a m p a i g n s a l l i n c l u d e d
s t r o n g c a l l - t o - a c t i o n
o v e r l a y s
 A c h i e v e d 1 m i l l i o n v i d e o
v i e w s o n t h e i r b ra n d e d
Yo u Tu b e C h a n n e l
Mrs. Meyers
Clean Day
ModCloth
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14.  U n i v e r s a l u s e d t h i s B u m p e r A d
t o p r o m o t e t h e o f f i c i a l J a s o n
B o u r n e Tra i l e r
 L e d t o o v e r 1 4 m i l l i o n v i e w s o f
t h e f u l l t ra i l e r
 T h e a d i s f i l l e d w i t h n o n - s t o p
a c t i o n j u s t l i k e t h e m o v i e a n d
c r e a t e d h y p e a r o u n d t h e t ra i l e r
r e l e a s e
Universal
Pictures
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15.  Vo l v o c r e a t e d a n i n n o va t i v e
A d t h a t i s o n e o f t h e t o p
v i e w e d Yo u Tu b e A d s e v e r a t
o v e r 8 6 m i l l i o n v i e w s
 A f t e r t h e v i d e o o v e r h a l f o f
t h e c o m m e r c i a l t r u c k o w n e r s
a n d b u y e r s s a i d t h e y w e r e
m o r e l i k e l y t o p u r c h a s e a
Vo l v o
Volvo
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16. The End
B r o a d c a s t Yo u r s e l f