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Video Advertising
YouTube Video Advertising for Branding and Lead Generation
YouTube is the world's largest and most popular online video sharing service. But despite its dominant position in the online video market YouTube is still finding it hard to make money. It often seems that YouTube gets just about as much press for its lack of money-making ability as it does for all its accolades. It is therefore no surprise that YouTube's parent Google, with its deep roots in online advertising, is trying hard to change this by finding the right way to draw money from the site without ruining it.
As YouTube continues to grow Google tries to find ways to monetize the site by integrating its advertising technology with the ever-increasing video content. The latter is creating several new opportunities for Web users to spread their video content virally throughout the YouTube community and for advertisers to use YouTube video advertising to boost brand-awareness, increase brand visibility, drive deep user engagement and traffic to their videos and/or web site.
For those advertisers who are planning an ad campaign on YouTube the site offers in-stream video ads, which are generally played or viewed from a video player like a client browser. YouTube offers two types of in-stream video advertising: linear video ads, which run before, in the middle, or after the video content and non-linear video ads which runs parallel to the video content, so users will see the ad while viewing the content.
Screen shot with link to video ad
YouTube Direct Ad Buys
Brand advertisers who are planning a major ad campaign on YouTube must work directly with a YouTube sales representative to set up a tailored program that caters to their specific needs. Advertisers can choose from several ad types that can show up anywhere on the home page or various other video pages and can be placed anywhere on the site. Advertisers can also run non-linear in-stream video overlay ads. Those can be small banner ads that appear at the bottom 20 percent of selected videos that play in the advertisers' YouTube Channel. Interested users can click on a call-to-action in the overlay ad to launch a companion flash video advertisement within a video window or transfer to the advertisers web site.
Advertisers who have already video ad spots uploaded to YouTube can turn those into in-stream linear video ads, which will be played either before, after, or at a specific time in the middle of popular YouTube videos. YouTube has also a wealth of demographic information about registered YouTube users (about 50% of YouTube users at any given time) so advertisers working closely with YouTube sales reps will be able to reach the most targeted audience.
YouTube Self-Serve Advertising
YouTube offers advertisers with a small advertising budget an effective and low cost advertising solution through their self-serve YouTube Promoted Video program. This pay-per-click (PPC) advertising program is remarkably similar to the Google Adwords PPC search and content networks.
Using the YouTube self-serve advertising platform advertisers can create text ads from within their YouTube account. These text ads can be linked back to a video in the advertisers' YouTube Channel. Once they have created the text ad, advertisers can bid on keywords to have their ad appear in the YouTube paid search results. Keyword searches within YouTube's internal search function will bring up the YouTube Sponsored ads.
The YouTube search results page uses a similar layout to the Google search results page with the Sponsored Videos ads showing up at the top and on the right hand side of the page. Google is making use of the same system for ranking ads as well. Ad rank is affected by a Quality Score and a large portion of that score is determined by the ad’s click through rate (CTR). Outside of the YouTube search function, the keywords an advertiser is bidding on will also be used to find other videos with relevant content. In this case an ad will appear in the “Related Videos” section for those relevant videos. In some instances, sponsored videos can appear on the YouTube home page as well.
It is important to know how Google is integrating YouTube video content with other Google advertising products. Just like various other Google advertising platforms Google offers, Promoted Videos integration through the AdWords interface. Advertisers can use it to set up Sponsored Video campaigns and ads and the AdWords Editor can be used to edit and maintain the YouTube sponsored search campaigns. Advertisers will also have access to the same campaign reports as well, so they can find out deeper information about keyword performance for the Sponsored Video campaigns.
YouTube Promoted Video ads can also appear in the Google Content Network. Advertisers can use the AdWords campaign tools to create video ads for the Content Network using the videos that have been previously uploaded to the advertisers' YouTube Channel.
Branding
For branding purposes, YouTube offers users and advertisers the option to set-up a YouTube Channel Page. They can customize the page to match their brand identify and use it as a viewing area for all video content that have been previously uploaded to YouTube. They can also customize the YouTube Channel page in a number of different ways utilizing gadgets provided by YouTube. One such gadget will help them to set up contests and create user generated content. This comes complete with paid ads that will drive users to the contest page. Once advertisers establish their self-serve ad campaign, they will be able to drive traffic to the video content in their YouTube Channel.
Google Adwords Content Network
From within the Google Adwords Content Network, advertisers can add a call-to-action or brand message in the form of a text ad that will appear as a video overlay ad at the bottom 20 percent of selected videos that play in the advertisers' YouTube Channel. So even without video ad content, YouTube can help advertisers drive traffic to their web sites, create user engagement or boost brand awareness. YouTube will not place video overlays on all YouTube videos, only on the video content of users who are part of the YouTube partner program.
Google has had quite a bit of trouble on the business side figuring out how to monetize YouTube and make it legit. Now it is following up on the technology side by making sure advertisers have plenty of options to advertise on YouTube. With more than 20 hours of video being uploaded to the site every day, there is a nearly endless stream of user generated content to take advantage of. As Google expands it's advertising technologies even further, expect further streamlining and more options for advertising on YouTube.
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Presentation
"Optimizing Social Media and Search"
May 6th, 2010
Watch for details.
Past Presentations
128 Business Expo 2009
Friday, October 9, 2009 - 12:00 noon
Westin-Waltham Hotel
Waltham, Massachusetts
"Twitter and Blogging for Business"
Presenter: Louise Rijk
Click here to play the video
Middlesex Savings Bank Business Success Seminars
Thursday, June 18, 2009 - 7:30AM
Crowne Plaza Hotel,
1360 Worcester Street, (Rt 9), Natick, MA
"Using Internet Marketing to Build Your Business"
Presenter: Louise Rijk
Click here to play the video
Clark University
Thursday, May 14, 2009 - 8:45-12 noon
Grace Conference Room
Clark University, Worcester, Massachusetts
“Search and Digital Asset Optimization”
Presenter: Louise Rijk
Click here to play the video.
WebmasterWorld PubCon 2008
Las Vegas
“Integrating Word of Mouth Marketing (WOMM) into the Advertising Mix”
Presenter: Louise Rijk, Vice President of Marketing and Sales
Click here to play the presentation
128 Business Expo 2008
The Westin Waltham-Boston Hotel
“Using Social Media to Connect with Prospects and Customers”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
495/MetroWest Business Expo
Sheraton Framingham Hotel
Pre-Expo Keynote Presentation
“A Strategic Approach to Integrated Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
Bentley College, 2008 - Waltham, MA
“Planning and Integrating a Targeted Internet Marketing Campaign”
Click here to play the video.
WebmasterWorld Pubcon 2007 - Las Vegas, NV
“Planning and Integrating a Word of Mouth Marketing (WOMM) Campaign”
Click here to play the video.
BizAction 2007 - Washington DC
"Email, Social Media and Search in the Overall Marketing Mix"
Click here to play the audio.
128 Business Expo 2007
"Blogging and Podcasting For Business"
Click here to play the video.
495/Metrowest Business Expo
Pre-Expo Keynote
"The Rise of the Internet as a Mass Advertising Medium"
Click here to play the video.
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If you would like more information on Internet Marketing, Consulting, Search Engine Marketing, Social Media Marketing and Email Marketing, please
click here.
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Copyright © 1996-2010. Advanced Media Productions, Inc.
Advanced Media Productions, Inc.
251 West Central St., Suite 28, Natick, Massachusetts 01760, USA
Tel: 508-647-5151 Fax: 508-647-5150
E-mail: info@advmediaproductions.com
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