A Look Into YouTube Video Ads
YouTube is the second-largest search engine in the world (after Google) and the second-largest social network in terms of the number of users (after Facebook). Every day around the world, people watch over a billion hours of YouTube videos. According to a YouTube study, 18+-year-olds in the US spend more time watching YouTube videos in an average month than any television network.
Given its size and extensive targeting options, YouTube can be a great option for brands looking to reach audiences at any scale as their ads can also be paired with traditional TV advertising to expand reach in a cost-effective way. But what exactly are your options for video advertising on YouTube? We’ll take you through the different kinds of YouTube ads and how each works.
Skippable in-stream ads
Skippable in-stream ads are video ads that appear before, during, and after other videos on YouTube. The viewer watches the first five seconds of the ad then has the option to skip if they don’t want to watch the rest. The great thing about this ad format is that with cost per view (CPV) bidding, you only pay when someone watches at least 30 seconds of your ad (or the duration if it is shorter than 30 seconds) or clicks on the ad. These are called TrueView in-stream ads.
Though these ads do result in “free” impressions, the goal is to create an ad that your audience wants to watch. A high view rate means that your audience is engaging well with your video. A typical view can cost anywhere from $0.01 to $0.25, depending on your audience and video. TrueView in-stream ads are the most popular YouTube ad type with our clients. YouTube recommends these ads stay between 12 seconds and 3 minutes, though they can be longer if necessary.
Non-skippable in-stream ads
Like skippable ads, non-skippable in-stream ads appear before, during, and after other videos on YouTube. But in this case, the viewer does not have the option to skip. Because of this, these ads are limited to 15 seconds or less. You also pay based on impressions, not views, since everyone who sees your ad must watch before they can continue with their video. Still, when you want to ensure the user will watch your whole message, non-skippable ads can be a good option.
Bumper ads are really like another version of non-skippable in-stream ads, but they are limited to 6 seconds or less. If that seems like too short of a time to get your message across, check out this list of some of the top Bumper ads this year. You’d be amazed how much can be packed into a 6-second ad!
Discovery ads are different from the other ad types we’ve listed here in that they do not interrupt your viewing of another video. Instead, they appear as suggested videos in YouTube search, next to other relevant YouTube videos, and on the YouTube app homepage. When a user clicks on the discovery ad, they are taken to the video watch page to view your video. You pay only when a user chooses to watch your video by clicking on the ad.