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YouTube Advertising

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YouTube is one of the largest video platforms where brands are creating presence and sharing videos about the product, demos, testimonials etc. However, the organic reach of YouTube videos is pretty low and it takes lot of time for the videos to rank on the platforms. Hence, many brands resort to paid media campaign on YouTube to popularize the brand through effective video communications.

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YouTube Advertising

  1. 1. YouTube Advertising Anandan Pillai
  2. 2. YouTube Advertising Agenda  Premium / Fixed Buy  Masthead  Upto 20 secs non-skippable ads  Auction  Truview  Truview for Action  Bumper  Outstream  Ad Sequence
  3. 3. Masthead Rs. 1.4 crores per day Midnight to Midnight - 800 – 900 mn impressions - 10-15 million views - 150-200 mn unique users
  4. 4. Masthead examples
  5. 5. Now Masthead also available on CPM buy mode!  Multiple marketers can advertise on masthead on same day  Its only available through leading media agencies in the country  https://support.google.com/google-ads/answer/9240173
  6. 6. How will your Masthead look?  Preview your masthead with the below link  https://www.youtube.com/videomasthead/
  7. 7. YouTube Campaign Objectives
  8. 8. Truview –Skippable in-stream ads  Unlimited video length  View is counted after completion of 30 secs (in case of videos longer than 30 secs)  View is counted only after user watches the full video (in case of videos shorter than 30 secs)  Sustenance  VTRs (25 – 45%)  CPV (Re. 0.50 – 0.90) VTR = [(Views/Impressions)x100] CPV = (Budget spent / No. of Views)
  9. 9. Truview for Action –Skippable in-stream ads  Unlimited video length  View is counted at 30 secs  Lead Generation  Headlines – 15 characters  CTA – 10 characters  End screen displays for 5 secs on mobile, 7 seconds on desktop
  10. 10. Bumper Ads  6 secs videos  Non-skippables  Teaser  Reminder  Countdown  Sustenance  Typically high VTRs (90% +)
  11. 11. Outstream Ads  Non-Google Inventory
  12. 12. Ad Sequence  Build Interest  Remind  Reinforce
  13. 13. New Update Now two consecutive ads play
  14. 14. Campaign Objective vs Ad Format Campaign sub-type Campaign Objectives Skippable in-stream Bumper (6 secs) Non- skippable in- stream (upto 15 secs) Outstre am Ad Sequence Influence Considera tion Shopping Drive Conversio ns Brand awareness and reach Product Brand Consideratio n Website traffic Leads Sales
  15. 15. Campaign Objective vs Bidding Strategy Campaign Objectives Maximum CPV Target CPM Viewable CPM Target CPA Maximize Conversions Brand awareness and reach Product Brand Consideration Website traffic Leads Sales
  16. 16. Sample YouTube Advertising Schedule Objectives Asset type Frequency cap Duration Teaser Bumper (6 secs) 3 per day 3 to 5 days Product Launch Instream / Non- skippable / Outstream (15 to 50 secs) 3 per week 3 to 4 weeks Sustenance Instream / Bumper 5 per month 3 to 4 months
  17. 17. Campaign structure  Campaign – Rs. 10,000/-  Adgroup – Affinity targeting  Adgroup – Topic Targeting  Adgroup – YouTube Channels  Adgroup – YouTube videos  Adgroup – App Categories  C1 (Rs. 2,000) -Affinity targeting  C2 (Rs. 2,000) – Topic Targeting  C3 (Rs. 2,000) – YouTube Channel  C4 (Rs. 2,000) - Adgroup – YouTube videos  C5 - Adgroup – App Categories
  18. 18. Thank you

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