The Rise of Video Ads: YouTube

Over the last year or so, video advertising has become increasingly popular. One way to implement video ads is through YouTube. YouTube video ads are a great way to get content out quickly to a lot of people who are already intending to watch a video and are highly engaged.

With popularity of these ads growing, I wanted to give some insight on how YouTube Video Ads through AdWords work.

YouTube Video Ads are implemented through your AdWords account. When an advertiser uploads the video they want to use as an ad into YouTube, this video is then ready to be implemented into a video ad campaign. There are currently two types of video ads you can run: In-Stream and In-Display.


In-Stream Video Ads:

These type of ads run before the video the user wants to view. If the user clicks on the video ad, the user will be brought to the ad’s landing page, which could be the advertiser’s website, for example.

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In-Display Video Ads:

These video ads appear in search results for related topics, side-bar of related video content, as a “pop-up” ad in a video of related content, or on pages in the GDN. Unlike In-Stream ads, once these ads are clicked on, the user is brought to either the video ad’s view page or the channel page of the advertiser.

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Targeting for YouTube video ads is similar to what you would see for targeting options within the GDN. You can target by interests and topics, keywords, demographics, such as age and gender, and by remarketing lists and placements. Since views can add up pretty quickly, you want to make sure you target your videos pretty tightly to avoid unwanted views. With these ads charged per view, costs can add up pretty quickly if you’re not careful.

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Video ads are a great way to push content to a highly engaged audience and can be a great advertising tactic if targeted properly. Video ads are not only capable through YouTube, but are also gaining popularity on Facebook and Twitter as well. Facebook video ads so much so, they are projected to overtake YouTube video ads in 2015. Facebook now has a campaign objective for video views, where an advertiser can upload a video in a promoted post to be used as an ad on the targeted audiences’ news feed, but more of that on a future post.

With more and more people engaged on social media, I believe more and more advertisers will opt into video ads. Keep on the lookout for more updates in this space – they will, for sure, be coming down the pipeline this year.


Erica Louderback About the author

Erica is a Senior Client Manager at Point It and has been working in paid search and paid social for a total of about 5 1/2 years. When she's not optimizing PPC accounts, she enjoys hanging with her dog, Gunner, hiking, cooking, and trying new restaurants.

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