How Influential is Video in Digital Marketing, and a Brief about TrueView Video & Bumper Ads – YouTube Ad Guide
by Ammar Falak
Video Marketing has started to become one of the key tools for marketers in 2017. Experts kept insisting that video marketing is the future of content marketing, but the future has arrived. 61% of businesses have incorporated video as a marketing tool according to a recent study. The interesting fact is that 66% of these companies were not even using videos a year ago. The trend has geared up rapidly.
According to a lot of studies, visuals are much harder to forget compared to our other senses. Add animations, catchy content and they stay in a human brain for a much longer period. Video is one of the most resourceful, versatile and profitable digital marketing tool. Through video marketing, you can increase your search engine rankings, improve click through rates, boost social media content among other activities.
YouTube is the most popular video social media platforms. Popular videos organically generate millions of viewers on YouTube. This boosts their branding massively. However, not everyone can start attracting audiences, plus a business video looks to engage a particular target audience. Hence, we run video ads. Running ads on YouTube are engaging, profitable with successful conversion rates.
Some form of video advertisements is simple while others are complicated. In this blog post, we are going to put some light on TrueView Video ads & Bumper Ads.
TrueView In-Stream Ads
In these type of ads, the video ad plays before, during or after a particular video is being played. For example, if you try to watch a popular video on YouTube, an ad might appear before your popular video starts. A user can opt to skip the video after the initial 5 seconds. So in order to convert a lead, you need to engage them in these 5 seconds which will encourage them to watch further.
Charges: A Publisher has to pay when a viewer watches 30 seconds of the video (or the complete video if the duration is shorter than 30 seconds) or interact with the video, whichever comes first.
TrueView Video Discovery Ads
This format promotes the video in places of discovery. This includes next to related YouTube videos, as a part of search results, or on the Home page of YouTube. The idea is that video discovery ads always invites people to click to watch the video.
So an advertiser needs to create an enticing title and description to lure them into watching the ad.
Charges: A Publisher will only be charged when a viewer chooses to watch the ad by clicking the ad (Pay Per Click).
Bumper ads are 6 seconds or shorter videos. They play before, during or after another video. In these type of ads, the viewer doesn’t have the option to skip the ad.
Bumper ads are designed to allow your content to reach more potential customers and increase awareness about the brand. This is a great way to promote precise content with an accurate call to action.
Charges: Cost Per Million Impressions (CPM). A Publisher pays each time the ad generates 1,000 views.
Founder CEO & Digital Marketer at Marcabees, Post Graduate in Business Management & Always Hyperactive
July 19, 2017
June 30, 2017