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Video Advertising
YouTube Video Ads - Another Way to Branding and Creating Buzz
Ever since the acquisition of the YouTube video sharing website in 2006, Google has been trying to find ways to monetize video playback and video search results on the site and to take advantage of its enormous popularity on the Web. YouTube Sponsored Video ads may be the first successful way to capitalize on the vast amount of traffic it receives every month.
In its first attempt to monetization, YouTube has been a part of the Google AdWords Content Network, so contextual and placement targeted Google AdWords text ads have appeared alongside the organic video search results. Since the pool of Sponsored Video advertisers is currently relatively small, text ads from the Google AdWords Content Network will continue to be served on the YouTube video search results page when no Sponsored Video ads are available.
What the YouTube Video Ad System is
The YouTube sponsored video ad system allows advertisers to create video ads and bid for keyword placement alongside the organic video search listings through a self-service, auction-based, pay-per-click advertising system, modeled after Google’s AdWords system for search ads. As a result, anyone with a YouTube account can now promote their YouTube videos in the top spots of the video search results for specific search keywords. YouTube Sponsored Video ads will appear under the label “Sponsored videos.”
How YouTube Sponsored Video Ads Work
Like Google AdWords search ads, YouTube video ads are sold on a pay-per-click basis. They include a video thumbnail, ad heading and brief text. The ads also include a link to the advertiser’s YouTube channel.
Like Google AdWords text ads on Google, Sponsored Video ads are triggered to appear, depending on what keywords were used in the search query. The difference is that instead of linking to a web site, the sponsored links will take you, the user, to a YouTube video hosted in the advertiser’s YouTube account.
The Benefits of YouTube Sponsored Videos
YouTube Sponsored Videos enable small businesses and corporations to reach a target audience and promote their products and services within the YouTube community. YouTube Sponsored Videos can:
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Improve brand visibility within the YouTube community |
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Drive traffic to a branded YouTube account |
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Generate online buzz |
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Level the playing field by making the videos and video commercials available to individuals and small businesses, as well as major brands |
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How to Take Advantage of the YouTube Sponsored Video Program
In order to participate in the YouTube Sponsored Video program, you need to set up a YouTube profile account. This can easily be done by clicking the “Sign Up” link at the top of the YouTube home page. You will also need a Google AdWords account to link up to the sponsored video promotion.
Once you set up both accounts, decide which videos are going to be used with the campaign and upload them. YouTube has certain requirements about the formats that can be uploaded. Their recommendations for optimizing video formats for the best results can be found here. After some videos have been uploaded, you’re ready to get started. You can find the campaign dashboard at ads.youtube.com.
Select one video that is going to be used in the Sponsored Video campaign and you are transferred to the “Create Your Promotion” page. This Sponsored Video dashboard interface appears very similar to Google AdWords. While the layout is different, a lot of the options are the same. You can write ad text, including a headline and two lines of text, with the same restrictions that Google AdWords has for its text ads. Next, you should decide which keywords you would like to use to trigger the promotion. YouTube will provide some suggestions based on the video’s content, as well as a suggestion tool to help you find other similar keywords.
Next, you need to decide which budget options you want on the YouTube dashboard interface. YouTube allows you, the advertiser, to set exactly how much you want to spend on Sponsored Videos. Advertisers can set a daily budget, as well as a maximum CPC for each promotion. The control over what to spend is up to you, the advertiser, but the bid amount is affected by placement. No matter how many times the Sponsored Video ad shows up in the YouTube search results, you, the advertiser will only be charged if someone clicks on the link leading to the video in the advertiser’s regular YouTube video account.
YouTube is working hard to offer advertisers the ability to tap into their audience without disrupting the social nature of the site, while generating ad revenue. Aside from Sponsored Videos and Overlay ads, advertisers can also create branded YouTube Channel pages, where users can find any videos that you, the advertiser, have uploaded to YouTube.
Like regular YouTube videos, the performance of YouTube video ads can be monitored using the YouTube Insights analytics program.
Summary
Whether YouTube video ads can be as successful as Google AdWords search text ads have been for Google.com, remains to be seen. People who search for videos are often looking for entertainment, rather than searching for information about products or services. But YouTube Sponsored Video ads are just one more tactic to consider in your company’s online marketing and advertising plan.
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Past Presentations
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 © 1996-2009. 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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