Chapter 10: Marketing on YouTube

Chapter 10 of Charello’s Essentials of Social Media Marketing covers marketing with YouTube. Advertising on YouTube is a huge market that takes advantage of Google’s advertising services. Ads on YouTube can be targeted at broad demographics like age, gender or income. They can also be targeted at narrower demographics like college student or new parent. YouTube also allows you to advertise to specific groups of people through Interests. Interests can be used to advertise to people who are interested in the market of your product but may not know about your product specifically. The Interests targeting method can also allow you to target people going through life events, like marriage or moving. You can also target in-market audiences. In-market audiences are made up of those who are considering purchasing a product in your market. You can also use custom intent audiences to exclusively target those who are actively making a purchase based on their activity on Google. YouTube also provides remarketing. Remarketing is when your ads are shown to a user based on that user’s past activity online.

All of the target demographics YouTube offers make advertising seem easy, but it is also important to consider how your ad is displayed. YouTube offers many ad formats. The first is skippable in-stream ads. These ads are shown before, during or after another video. There is no length limit, but the user can skip them after five seconds. The next option is non-skippable in-stream ads, which are similar to the skippable version, but have a 15 second time limit and cannot be skipped. Bumper ads are like non-skippable in-stream ads, but they have a 6 second time limit. In order to promote your video as the next video a user chooses, video discovery ads can be used. These ads place your video in places of discovery, like the home page or search result page. If driving awareness for a product to a massive audience quickly is important, masthead ads can be used. These ads are up to 30 seconds long and automatically play at the top of the YouTube homepage. YouTube also offers more traditional advertising formats, namely sponsored cards, in-video overlay ads and display ads. Sponsored cards are small rectangular ads that appear on the right of the video as it plays. In-video overlay ads are 480x70 ads that appear in the bottom center of a video as it plays. Display ads are only shown on the desktop version of YouTube and appear to the right of the video player.

YouTube has so many formats and demographics for advertising that advertising on YouTube can seem overwhelming at first. However, the variety of options can enable each ad to be customized to perform its best. Some ad formats will perform better for different ads. Each ad level will have a different cost and level of impact on the viewer, so it is important to consider what type of ad is used. For example, at a product launch a masthead ad shown to everyone could be useful. However, as the product ages less intrusive and cheaper, although less effective, formats can be used.

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