YouTube ads are video promotions that appear on its website and app. With over 2 billion monthly users, YouTube gives you a rare chance to put your brand in front of new audiences.
In this post, we’ll look at the main YouTube ad formats and how you can use them to reach a wide, targeted audience.
What are the main types of YouTube Ads?
Skippable in-stream Video Ads
Skippable in-stream ads are the most common type on YouTube. They play before or during a video, and viewers can skip the rest of the ad after five seconds.
These ads need to be at least 12 seconds long, and it’s best to keep them under three minutes. They can be a cost-effective form of video advertising, because you’re only charged when someone watches for at least 30 seconds or clicks the link you’ve provided.
That means if your message lands early in the video, you can get brand awareness for free, which makes this format a valuable part of your video marketing strategy.
Non-Skippable Video Ads
Non-skippable video ads also play before or during a YouTube video, but viewers have to watch the whole ad before they can get to their video. Around 76 per cent of users skip video ads when they can, so this format lets brands get their full message across.
They work best for short, punchy messages that don’t need any extra explanation. The downside is that viewers can find them disruptive, especially when the ad has nothing to do with the video they came to watch.
Bumper Ads
Bumper ads are six-second, non-skippable ads that play before a video. They’re a good choice when you want to reach a lot of viewers and stay memorable with something short and catchy.
They work well, too. Google found that around 90 per cent of them lift ad recall. With so little time to work with, you’ll need to keep the message concise and get straight to the point.
Discovery Ads
Discovery ads show up alongside related YouTube videos, in YouTube search results and on the YouTube mobile homepage. Each one is made up of a thumbnail image and up to three lines of text, and when someone clicks, they go straight to your video.
These ads look almost identical to user-generated YouTube videos, with only a small ad tag to set them apart. They’re a form of native advertising, which means they blend in with organic YouTube content.
Masthead Video Ads
Masthead video ads look different on desktop and mobile. On desktop, a masthead ad can appear in a widescreen or 16:9 aspect ratio format. The video autoplays on mute for up to 30 seconds, then switches to its thumbnail.
If users click the thumbnail, they’re taken to the video’s YouTube page, where they can watch the whole thing.
On mobile, masthead videos autoplay for their full length and automatically show the channel name and icon. As on desktop, clicking the ad takes the user to the video itself.
On TV screens that support masthead ads, they appear either full screen or in a 16:9 aspect ratio. They play in full, without sound, over the top of the YouTube TV app. Users can click the ad to go to the video and watch it in full screen.
Overlay Ads
Overlay ads only appear on desktop. They’re non-video ads that sit in the lower 20% of a video, and they show up on videos where the creator has chosen to monetise their content. You pay on a PPC (pay-per-click) basis.
They suit businesses on a tight budget that can’t invest in full video advertising. Because these ads have an ‘X’ in the top corner, people can close them quickly. The upside is that you only pay when someone clicks, not when they simply see the ad.
Why YouTube ads are effective
Reach a wide and targeted audience
With billions of hours watched every day, YouTube lets you reach more people than ever, including those who don’t watch TV. That scale puts your brand in front of more interested viewers, which over time can mean more clicks, more website traffic and more sales.
Connect with your audience
YouTube ads let customers see your brand ‘in action’, which text-only ads can’t do. Your audience can put a face to your brand and watch your product or service at work in real time. That helps you build a stronger connection and get people interested in what you do.
Cost-effective
YouTube ads keep you in control of your spending. You can set a monthly budget and pause or adjust it whenever you need to. Your budget sets the overall maximum you’ll spend, while your bids set the most you’ll pay for an ad to appear.
You can also use different bidding strategies to hit your goals within budget, whether you’re after more views, impressions or conversions. That makes YouTube a great fit for businesses that want to get the most out of a limited budget.
Encourage engagement and interaction
People come to YouTube to watch videos, so they’re already receptive to video ads. The platform also encourages interaction through likes, comments, shares and subscriptions, which can help you build a community around your brand or content.
Want to see how a YouTube video strategy can help expand your reach and connect with your audience like never before? Get in contact with us at HELLO@OMDIGIGROUP.COM to start your journey towards YouTube ads that convert.
Note: This information is up to date as of 10 January 2024.
