YouTube is the undisputed and indisputable star of video streaming platforms. It is not surprising to see ads becoming more widespread there because the video (YOUTUBE ADS) is certainly the most engaging marketing medium of the moment. The B to B and B to C targets of companies in all sectors of activity are indeed demanding video content.
The brands that devote advertising budgets worthy of the name have understood this well. So much so that they see the traffic of their site increase by around +20% on average, according to Google. The reason? The advertising campaigns they run on YouTube are winning all the way. Different formats exist. We present them to you in this article.
YouTube ads: The Display
In-display – Advertisements are displayed at the top right of the screen and are available on all media: PC, smartphones, tablets.
Non-intrusive, this ad format is inserted to the right of the video to watch and just above the list of videos that YouTube suggests watching.
Two types of formats are available:
- 300×250
- 300×60
For brands, this format is interesting because it is both discreet and very present. Internet users can enjoy their video content while being gently picked up by advertising.
And the payment is made classically, either at cost per view as soon as the visitor clicks on the link and launches the video.
Instream youtube ads Format:
This image normally allows you to understand right away what instream advertising is on YouTube.
The Instream format is the equivalent of a classic TV ad that the Internet user must necessarily watch – at least in part – before enjoying the video he has chosen.
Because Youtubers are forced to watch at least 5 seconds of the ad before they can ignore it because it is displayed on full screen.
We very frequently find advertisements in the Instream format because they launch before the selected video.
For brands, the interest is to be able to produce ads of up to 3 minutes, even if they can be deactivated after 5 seconds.
This YouTube advertising format is also available on:
- Laptops and desktop PCs
- smartphone and tablet
- connected TV
- game consoles
Payment for brands is simple since invoicing only occurs if Internet users choose to watch at least 30 seconds of the ad.
In the family of instream formats, YouTube now offers the “ Bumper ” format. The bumper ads are also displayed on full screen, but the big difference lies in their conciseness: 6 seconds of maximum diffusion without being able to zap it. An ideal format to impact the target without harassing it (like the ubiquitous Facebook ad, Pinterest ad or Instagram ad, for example).
Overlay YouTube Ads:
The overlay ad appears here on videos. Relatively discreet.
Ads delivered in overlay mode are as discreet as they are effective. They are displayed in the form of a long rectangular strip in the lower part of the video.
It represents the equivalent of 20% of the content.
Please note that this specific format is only available on desktop computers and laptops. Exit, therefore, the mobile supports, however very solicited.
However, this format is to be taken into consideration from the perspective of a digital marketing campaign because it is suitable for one target rather than another, a B to B target in particular.
Several characteristics exist:
- the ad can be broadcast in the form of texts, teasers
- the format is either 468 x 60 or 728 x 90
YouTube In search Advertising:
This is another engaging advertising format for Internet users and is effective for advertisers. Like the Google results pages, commercial results or advertisements also slip onto YouTube.
Search ads are those that appear on the search results page after entering keywords and phrases. Better, they slip subtly between the videos sought.
Suffice to say that these formats are more and more popular with brands that devote budgets to SEO since they have the opportunity to engage in a fiercely competitive battle on the strategic keywords of their sector of activity.
To design these ads, the advertiser can:
- fill in a title of 25 characters
- write a description of 35 characters per line
- optimize advertising using keywords