Many of the entrepreneurs I work with are always looking for the best advertising strategies to grow their business. Recently, many have been asking about the power of YouTube video ads and if they are effective.
Without a doubt, video is one of the hottest trends on social media. Youtube has over one billion users. And Facebook is pouring money into video, and has sworn to “put video first.” Clips are loading faster and video quality is better than ever, making the process of viewing video much more user-friendly, and therefore, more valuable to advertisers.
So, should you be using Youtube video ads? And can they benefit your business?
Why YouTube is a powerful platform for ads
YouTube is an enormously popular platform, used by more than one-sixth of the world’s population. This reach is not easily matched by other platforms. YouTube is also effectively the world’s second largest search engine.
Given these numbers, the opportunity scale is highly advantageous. Cost is also a benefit, as YouTube ads can cost as little as 10 cents per view in some cases. So in terms of reach and cost, YouTube is a winner.
Choosing the Right Ad
If you have spent any time on YouTube, you know there are several types of ads. Some ads can’t be skipped at all, while others can be stopped after five seconds. In-stream ads that cannot be aborted are generally 15 to 20 seconds long and are sold on a CPM basis–which is “cost per mile,” and another way of saying, “cost per 1,000 impressions.”
These ads, which you cannot skip, result in higher levels of engagement. However, there is a greater risk that the person watching will terminate the video entirely if it cannot be skipped.
Ads that can be skipped after a certain number of seconds offer much more flexibility. Instead of 20 seconds, you can create a longer ad that runs several minutes. This is a plus for projects requiring more creativity or explanation. Additionally, advertisers pay less for ads that are skipped.
Another option, video discovery ads, allows you to place a video ad in YouTube search listings or related video listings.
But despite which kind of ad you choose, always remember that its success will ultimately depend on the quality of your content and how it is presented.
In addition to their vast reach and low cost, YouTube offers other benefits for advertisers. First, it is a great for targeting an audience and encouraging social sharing. It is also easy to build a community on YouTube.
Second, AdSense offers you the ability to easily measure the impact of an ad. Once you obtain more feedback about your audience and what is driving engagement, you can make informed adjustments to your ad campaign.
Your Next Move
YouTube ads are one of the most cost-effective ways to reach a potentially massive audience. The learning curve is fairly low and the potential impact high. For maximum effect, be sure your ads are authentic and resonate with your target audience.