YouTube has taken the internet by storm, becoming the world’s most widely-used video platform.
With over 2.68 billion monthly active users, the platform remains incredibly useful for marketers.
YouTube advertising is a great way to increase brand awareness, drive online traffic, and improve customer engagement.
You can utilize so many types of ads on YouTube for your marketing campaign that getting started on the right one can seem intimidating. But don’t fear.
Here, we’ll discuss all the ad types you can use and what they offer.
FOUR TYPES OF YOUTUBE VIDEO ADS
Video-type advertisements make up the bulk of ads run on YouTube, so it’s no surprise advertisers rely on them heavily to grab their audience’s attention and accelerate brand recognition.
These YouTube ad types include the following:
- Video discovery Ads
- Non-skippable ads
- Bumper ads
- Skippable ads
1. VIDEO DISCOVERY ADS
Video discovery ads appear in visible places where users find the content they need. This can include the homepage, the top of the search query results page, and on watch pages as related video content.
Video discovery ads are non-invasive content—meaning they don’t disrupt the user experience, which can be a bonus if you don’t want users to perceive your brand as disruptive. If your goal is to increase brand awareness and target the right audience, then go with video discovery ads.
Since these ads appear as relevant content, the chances of increasing customer engagement rates are higher. The one downside is that because there’s not much room for creativity, you’ll have to develop intriguing CTAs to generate clicks and encourage users to take action.
2. NON-SKIPPABLE IN-STREAM ADS
Non-skippable ads are pop-up video ads that can appear before, during, and after a video. They range between six and 15 seconds. Because viewers have no choice but to watch them, non-skippable ads are, by definition, intrusive. However, they can serve your campaign well if you don’t want your ads getting skipped.
If your goal is to cultivate viewer engagement and increase top-of-mind brand awareness, non-skippable video ads are your safest bet. You can communicate your brand message quickly and highlight your brand’s unique proposition. Be mindful that you’ll have to pay for impressions, so the cost may not reflect the desired amount in consumer conversion rates.
3. SKIPPABLE IN-STREAM ADS
Skippable video ads are advertisements users can skip (usually after five seconds). They can show up before, during, or after a video.
Financially speaking, skippable ads are great because you only pay when someone watches at least 30 seconds of the ad.
Additionally, you can adjust your targeting settings to connect better with your audience. While there is no limit to the length of skippable ads, the ones under three minutes typically perform better.
If your goal is to generate leads for your business and connect with viewers across multiple devices, use skippable in-stream ads.
Plus, you can use them on apps that run on Google video partners. Remember, since users can click away, you only have a limited amount of time to get a user’s attention.
4. BUMPER ADS
These are non-skippable pre-roll ads meant to be short, simple, and straight to the point. Bumper ads are beneficial for promotional efforts because they are so brief (six seconds or shorter).
If your company is promoting a sale or a special event, you can use bumper ads to elevate consumer excitement and increase brand recognition.
However, these don’t work well if you’re trying to target users unfamiliar with your brand.
NON-VIDEO YOUTUBE ADS
Some advertisers use their resources on non-video ads to amplify their marketing efforts. Non-video ad types on YouTube include:
- Display ads
- Shopping ads
5. DISPLAY ADS
A display ad is banner content that appears on a user’s right-hand sidebar. They come with an image, a small text, and a link to your website. You can customize them in multiple sizes and play around with the formatting to get the image and animation you want.
Since they include a link to your website, display ads are great for increasing website traffic and driving users down the marketing funnel. However, they’re only available on desktops.
6. SHOPPING ADS
Shopping ads are helpful for gaining website traffic and promoting quality products. They can appear in the home feed, search results, and as a carousel between videos on the homepage. You can use them to target specific audiences interested in your offers.
For example, if a user types in “review for Nike shoes,” a shopping ad that offers suggested shoes with a link to the appropriate website may appear. You can also use them to target the right consumers based on relevant and high-volume keywords.
WHICH AD TYPE IS RIGHT FOR YOUR CAMPAIGN?
Each ad type provides meaningful value, but they all fuel your connection with your target audience, increase brand awareness, and convey a specific message. The key is to create quality ads that increase engagement and conversion rates.
More importantly, the best ads on YouTube are the ones that resonate well with your audience and connect with them personally. Nothing is worse than random advertisements that offer no consumer value. Regardless of which ad type you run with, here are some tips you should follow:
- Include a CTA
- Connect with your audience
- Measure with YouTube analytics
- Provide a consistent message
- Experiment with different ad types