When considering free or less expensive digital advertising, the first thought in your head probably is SEO (search engine optimization) and when considering paid digital advertising, another term SEM (search engine marketing) is more likely to come into your mind. Actually there are more options of paid digital advertising. Today I’m here to give you a vertical review of another paid digital advertising, YouTube In- Stream ads.
Example of OVERWATCH
Yesterday when I was going to watch some entertainment video clips online, I used YouTube as if it is my only option. I even did not think about other platforms. If they are following my cookie, they would probably know that the best time to reach me on YouTube is each Saturday’s night, from 6-10pm. Since I always look for interesting and funny things on YouTube, I got an advertising at the beginning of the video, promoting a Blizzard game called “OVERWATCH”.
So the question is, when will a person use YouTube? Well, it could be various. Likely, for entertainment or for finding answers and steps of accomplishing something. For example, when I don’t know how to use chopsticks I would go to YouTube and search “how to use chopsticks” for answer.
Cost of In-Stream ads
Following Google, YouTube is the second-largest search engine in the world. And it is said that there are at least 2,000,000,000 YouTube videos streamed each day. Obviously, if you are considering reaching out a broad audience, you’d better not miss out YouTube ads.
So how much will it be to run an ad on YouTube?
Well, the cost various based on different ad unit. For average, the cost is about $0.2/view. And YouTube will decide the price based on so called keyword competition.
According to the information from YouTube, “for videos 30 seconds or longer, you will be charged when the viewer reaches the 30-second point of the video. For videos which are less than 30 second, you will be charged when the viewer watches the video to the end.”
Types of YouTube Advertising
There are four standard ad formats on YouTube, which are In-Search ad, In-Slate ad, In-Display ad, and In-Stream ad.
In-Search advertising: This is the ad which will appear above your search results. For example, when I search “how to use chopsticks”, there are two ads pop up on the webpage.
In-Slate advertising: You will see this kind of ads when you finish watching your current videos. They are related contents or uploaded by the same author.
In-Display advertising: This ad will show up when you are currently watching a video clip and it will appear above the upcoming video list.
In-Stream advertising: This is the ad you will see before the video clip is played.
An outline of steps you should take when considering the way of paid digital ads.
- Always start with your goal: what you want to get from this ad? Engaging more audience? Getting more reviews? Expanding your market? Or straightly increasing sales?
- Know your consumers: Who are they? Age? Location? Jobs? Hobbies? Lifestyle?
- Research on different types of paid ads platforms:
- Compare costs and features of different platforms;
- A media buying plan.
References
http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/
https://www.youtube.com/watch?v=-Y_utstcvKg
http://us.battle.net/overwatch/en/media/
FengyiYang 