Google Owned YouTube provides an inexhaustible list of analytics and tools and has become an integrated platform comprising Google-owned properties. But implementing ad campaigns on Google YouTube requires an in-depth understanding of Ad formats, video solutions, and bidding methodologies. This has become imperative to achieve your YouTube video marketing objectives. The platform’s Ad format comprises a segment for creating brand awareness, one for consideration, and the last one for action. These ad formats can be in-stream or out-stream, skippable or not, and the fee charged varies.
Awareness
Reach consumers to introduce a product or message and keep your brand top of mind
| Format | Bidding Approach | Inventory |
| Bumper ads | CPM | YouTube and Google Video Partners |
| TrueView for reach | CPM | YouTube and Google Video Partners |
| Non-skippable in-stream ads | CPM | YouTube and Google Video Partners |
| Outstream video ads | vCPM | YouTube and Google Video Partners |
| Masthead | CPD or CPM | YouTube |
Consideration
Invite your customers to engage with your messages during high-intent, opinion-shaping moments.
| Format | Bidding Approach | Inventory |
| TrueView in-stream | CPV or Maximize lift | YouTube and Google Video Partners |
| TrueView discovery | CPV | YouTube |
Action
Take meaningful actions you can measure.
| Format | Bidding Approach | Inventory |
TrueView for action | CPA and Maximize conversions | YouTube and Google Video Partners (beta |
Understanding YouTube Video Marketing Advertisement Formats
Bumper Ads are a six-second solution to create brand awareness mostly visible on mobiles. They are stand-alone non-skippable, video solutions but can work with great results whence combined with Google preferred and True View instream ads. Bumper ads are employed on a CPM basis using Google Ads, Google Preferred, and Display and Video 360 platforms. These are effective in case of impatient viewers lacking attention span being a short duration format. They drive with enhanced reach when combined with long-duration True View Instream Ads but are less costly.
TrueView Ads
TrueView is a skippable in-stream ad format that allows users to choose to engage. They can be skipped after 5 seconds. They are presented in four different formats.
TrueView for Reach (CPM)
They are known for extensive reach, economy bought at the lowest CPM, and are very useful in brand lift through Ad recall.
TrueView for Consideration
Count on advertisers’ view count after 11 seconds. Charged on CPV & Max Lift basis for 30-second viewing or till completion if the video is shorter. In this format, visitors can click on a link or download an app. Available on Google YouTube and Google Video Partners platforms. This 30-second format is ideal for creating a connection with prospective consumers. Catch attention and tell a story for consideration.
TrueView Discovery for Consideration
Bought on a cost preview basis (CPV) this ad slot runs on YouTube feed home, watch and search. Viewers have to click to watch this Ad Format.
TrueView for Action
Meant for driving the user to a click or website action. Consistent CTA is included in the end screen. Available on a SMART bidding basis target CPA and Max Conversions.
Masthead on YouTube for Awareness
The ads are active on the YouTube home page and home feed as a marquee. On the Google Home Feed for 24 hours. This format is now available on a CPM basis as well. This is for advertisers seeking brand awareness, high focus, and reaching a large user base in a short time.
Awareness Non Skippable in-stream Ads
Awareness: non-skippable ads for creating mass awareness. Can be reserved in advance or bought in an auction. These ads are usually for 15 seconds and emulate TV Ads. Available on YouTube, Google Ads, Video 360, and Display format.
Google Video Partners
These ads are available outside Google’s ambit on games, apps, and the web. The formats available are:
- TrueView all formats
- Bumpers
- Non Skippable
- On GVP Awareness: Outstream ads (vCPM)
These should be 50% visible for more than 2 seconds on mobiles with the sound switched off. Billed as per the media rating council (MRC).
YouTube Ads be they instream or out-stream on partner sites are designed for incremental reach, consideration, and action. While some formats may be costlier they nevertheless have something exceptional to offer. With over 2 billion visitors thronging the platform businesses are finding it best to achieve goals using this paid video media. No wonder over 71% of businesses in the USA thrives on this YouTube video marketing platform.
