What are the benefits that YouTube advertising provides to advertisers?
Advertising on YouTube has many and varied benefits for businesses that choose this channel as a significant and central marketing channel:
Advantage # 1: Video Transmits Authority
In order to produce quality video, it is not enough to write a few lines of content. High-quality video requires the involvement of many professionals: screenwriters and photographers, sound and set personnel, dressers, actors, editors and much more. Such a production is often expensive from alternative advertising channels, and therefore also transmits authority. When a surfer comes across a quality video of a brand online, he is perceived as a brand that is an authority in his field, who has the budget, time and resources available to produce that quality video.
Advantage # 2: Advertising on YouTube allows you to convey messages that cannot be conveyed in any other way
One of the most notable advantages of video advertising is the ability to reach the target audience with clear, explained, and illustrated content, with very little effort. If, for example, you are interested in marketing some digital product, demonstrating how it works, or explaining how various product faults can be manipulated, video is a much more qualitative format than text, since it allows surfers to be visually impressed by the activity of the product or service. Actions such as assembling a piece of furniture, connecting a new electrical appliance and many more, are actions that are much easier to explain by means such as video.
Advantage #3: Video Improves Engagement of Potential Clients
Sponsored advertising on YouTube noticeably improves the various metrics that indicate the level of engagement of the target audience and its relationship with the content strategy of the brand. In doing so, video reduces churn rates, increases site latency, increases the number of views on different pages of the site, improves conversions, encourages users to leave details and communicate with the brand, and more. The more engaged the target audience is, the more likely it is to share, tag, comment, join the fan page of the brand and, in fact, carry out an activity that even if it does not have a direct contribution to the profit line of the brand, it can certainly be an activity that helps to distribute various content and increase brand awareness.
Advantage # 4: Advertising on YouTube allows the target audience to remain passive
Let's face the truth: as consumers, we are inundated with marketing messages from all sides. The ability to actually pay attention to every message delivered to us through banners, emails, advertising ads, landing pages we reach and more is extremely limited. Of all the channels in which we, consumers, are provided with such messages, there are those that require a lot of attention, such as reading long and complex articles, as well as those that allow consumers to remain relatively passive.
Sponsored advertising on YouTube allows businesses to reach their customers even when the target audience does not have the ability or desire to invest a lot of resources in processing the marketing content. This is a significant advantage, since it allows a significant increase in the target audience to which the messages are supposed to be intended.
Types of ads that can be produced on the YouTube advertising platform
YouTube provides advertisers with different ways to reach their target audience through marketing ads. In order to advertise products or services, advertisers can use the following advertising methods:
Skippable video ads — These are ads that allow the user to skip them after 5 seconds from the start of their screening. While these ads do not guarantee full exposure of surfers to the brand, they are considered cheaper, and are perceived as less intrusive.
Video ads that can't be skipped — These are ads that the user must complete viewing in order to move on to the next video. Although they are promising to watch, they are equally considered intrusive at times, and can annoy the target audience.
BUMPER ADS — These are non-skippable ads, but are 6 seconds long. They combine the ability to reach the target audience with certainty, and the need not to be too intrusive and intrusive. To produce such ads requires great talent, and excellent production capacity, as the advertiser is required to compress the marketing message and value proposition in six seconds or less. It is also possible to create a serialized story using the bumper ads and thus show the surfer the story of the brand/product through 3 different videos.
Overlay ads — Here, these are ads that are displayed on designated areas of the platform, and can cover up to 20% of the user's usage area.
How much does it cost to post on YouTube?
YouTube advertising prices vary according to different and varied parameters, so only a rough estimate is given here. To get to the exact prices, of course, you need to take into account all the relevant parameters.
A large-scale publication with exposure to one and a half million surfers a day for 24 hours will cost about 40,000₪.
Advertising using previews for current videos — unless the surfer has pressed the skip button — the price ranges from 8 cents per view to about 15 cents per watch.
Banner advertising refers to many parameters and the click-through data of the users.
Sample table of YouTube advertising costs and estimated distribution
concluding
YouTube is a great platform that can be used by business owners in increasing brand exposure to different target audiences. It allows businesses to be portrayed as a source of authority in the niche in which they operate, demonstrate how a product or service they provide works, harness the target audience and increase its engagement, as well as enable relatively passive consumption of marketing content, by the target audience.
