YouTube is a rapidly growing platform and is the second most popular search engine after Google. Over one billion YouTube hours are played across the world every day. This provides an enormous reach and makes YouTube an exciting platform with major potential.
With YouTube, you can advertise to your customers using text and images and thus create engaging content targeted via data-based segmentation criteria.
YouTube provides an opportunity to advertise to many different targeted criteria, such as interests, remarketing, subject areas or demographics.YouTube calls their advertising platform TrueView, which is split into two different advertising types: In-stream and In-display.
In-display TrueView video ads appear in the search result on YouTube, similar to standard AdWords ads.
You can also display ads on the right-hand side of YouTube, while the video is playing. Ads are also shown as encouraging suggestions on YouTube's home page.For in-display ads, you only pay if visitors click on the ad.
In-stream is advertising video ads, which appear before the visitor can watch their desired video. The visitor can skip the ad after 5 seconds if they don't find the content of interest.
You only pay if the user has watched more than 30 seconds of the video, or the whole video if this is under 30 seconds.
This type is often used as a branding video, to spread awareness of the company. That's why it's important that the company's USP's (Unique Selling Points), are displayed - and preferably early on - in the video, so that the user is clear about who the company is. It is also important to make the video personal and for it to contain a form of call-to-action so that the user knows how to contact the company. Finally, it is important that the content is captivating in the first five seconds so that the user is motivated to watch the rest of the video.
Visitors that voluntarily watch to the end of the video are considered as engaged users who would be interesting for most companies.
Many often forget to focus on their channel when working with YouTube as a medium. Many focus too much on advertising.
But we believe that YouTube as a channel is itself a highly important element, not least because it reflects the company's look and acts as a landing page.
That's why it's essential that the channel comes across as consistent with the company's website. Equally important is to create engaging content that users can interact with, just like with other social media.
It's quite simply not enough to make ads and other commercial content. It's better to have a strategy as to what the purpose and the content of the channel should be. This obviously depends on the type of company and industry. That's why the channel's content should reflect the purpose. Is the goal to sell products, branding or to increase awareness?
Next, consider who the channel's target group is, and the value you want to give them. It's important to think about your target group when developing videos, as these should reflect behaviour, interests and needs.This makes the channel an even more valuable platform that can generate relevant traffic for your website.
In addition to traditional video ads, where you try to boost selected videos, you can also create smaller ads in your videos on the channel.You can create small ads in the videos that direct the user straight to the website, such as via a call-to-action text or a good offer.
Shopping ads on YouTube bring purchase options right up to where the consumers are.
However, this requires your company to run videos on YouTube.
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