YouTube Advertising

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YouTube Advertising: All in one – awareness, traffic, and acquisition

YouTube has gone a long way since its debut in 2005. It has now become the #2 online destination for everyone looking for anything. No doubt that your customers are there, too.

Our Methodology

Market Research

The key to success: Thorough market & competitor analysis

Marketing Mix

Choosing the most effective marketing channels for reaching the campaign goals

Campaign Building

Precise targeting and emphasizing the unique value proposition (UVP)

Data Analysis

Advanced use of analytical tools promoting real time conclusions

Optimization

Constantly improving the campaign based on the lead quality

YouTube is more than a place to watch cat videos

If you consider marketing on YouTube, how do you start?

  • Define how YouTube fits your marketing goals and strategy
  • Decide which YouTube marketing and/or advertising tactic to use
  • Devise a plan that helps integrate YouTube with your other online marketing efforts

 

YouTube marketing is on the intersection of two other marketing tactics – social media and online advertising. We recommend you read our sections on social media marketing and online advertising.

YouTube: A top search destination for your customers

After its humble beginnings in 2005, YouTube has become more than just a place to watch cat videos. Nine years later, YouTube has morphed into the world’s second-largest search engine, a driver of online culture, and a springboard for internet fame. Video is a medium digested in a different way, which is one of the reasons some people have grown accustomed to search for information on YouTube – and some brands use it effective marketing campaigns.

 

Here are some key YouTube stats that can help you realize YouTube is exploding:

  • YouTube sees over one billion unique visits each month
  • Over 6 billion hours of video are watched each month
  • 100 hours of video are uploaded every minute
  • Mobile devices account for more than 1 billion views each day
  • According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
  • Thousands of YouTube channels are making six figures annually
  • After Facebook, Youtube is the social network that gets the most traffic – as seen in the image below.

With this channel’s evolution, marketing and advertising on YouTube has evolved as well (youtube statistics).

YouTube and the evolution of video marketing

YouTube’s launch in 2005 marked the beginning of a new era in marketing: The viral video. Early adopters realized quickly that they can create meaningful engagement with their audiences using smart, funny videos. This series of videos, called “Will it blend?” by Blendtec, was one of the first to realize this medium – and they are still going at it, with great success – their last video generated over 2 million views in less than two months:

https://www.youtube.com/user/Blendtec

 

The viral videos, when created successfully, generated lots of exposure, but not necessarily conversions. Marketers were still scratching their heads to find the right way to incorporate video into their marketing.

 

With social media making significant strides, video marketing evolved to its next stage, where the video creation was given to the audience as part of social media marketing campaigns. Companies like Ford had invested in full-blown campaigns such as their Fiesta Movement. This advertising campaign was first run in 2009 when Ford allowed a group of YouTubers to have the use of a Ford Fiesta in exchange for video coverage about that use in their videos. It succeeded well enough that Ford would run the campaign again for their 2014 models.

YouTube marketing today: Focus on results

Today, though some brands still invest in viral videos, most companies have shifted their video marketing approach to social media marketing campaigns that are more focused on their target audiences. These videos may generate less views, but they are more likely to interest a specific audience, create meaningful conversations, and drive lead generation.

 

The types of videos that have proven to be most successful for marketers are:

  • “How to” and tutorials video: These help to explain to your audience how to use a product or a service
  • Curated audience videos: The ability to give your community a chance to create relevant videos which you curate and publish on your YouTube channel and across other channels
  • Educational videos: These videos are not necessarily about your product, but they educate your audience about a new concept within your product world or ecosystem. They make you the subject matter expert in an industry or a field and create meaningful exposure for your company and product.

 

With the evolution of the video content and format on YouTube, came a variety of advertising solutions that help make YouTube an ideal tool for the advertiser.

YouTube advertising as the new online advertising channel

Business owners already know that when it comes to online advertising, they should use channels like Google AdWords, Facebook, LinkedIn and Twitter, but not as many are talking about YouTube advertising. Not yet, at least. As you can see from the YouTube stats, your audience is definitely there. In addition, YouTube’s costs are still lower than Google AdWords, YouTube is not saturated yet, and there are many formats you can use – including basic banner ads just like in Google AdWords, and different video formats. These all make YouTube a great advertising opportunity.

 

Google AdWords is integrated into YouTube advertising, which makes it even easier to set up, and enjoy some of the same benefits that Google AdWords provides such as flexibility, ease of use, targeting and measurement. AdWords for video enables you to display video ads in the YouTube search results or before, during, and after videos on YouTube and the Google Display Network.

 

Here is a basic YouTube checklist for you, if you are ready to start:

  1. A clear, succinct explainer video.?You have less than 10 seconds?to capture your audience. Make the best of it
  2. A final call to action.?Place a call to action at the end of your video and make sure it clicks through to a relevant landing page to help increase conversions.
  3. A call-to-action overlay.?YouTube allows you to place a call-to-action overlay over your ads. This is a small banner that appears right below the video and gives you another chance to drive an action — use it!
  4. Refined targeting.?YouTube allows you to make separate targeting groups. It’s imperative that you set these up correctly or else you’ll be wasting a lot of precious dollars. Try to strike a healthy balance between granular targeting and adequate viewer volume.
  5. Optimize.?Do not under any circumstances give up after a month or two. I absolutely flopped during my first month of testing. The key is to look for traction. When you see it, stay patient.

YouTube advertising formats

There are several types of ads that may appear at YouTube – you can pick the ones that support your goals, and based on your content and budget parameters.

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