Dmitriy К. Google Ad Expert

YouTube advertising formats

Most of the advertising formats on YouTube are videos. But you can also show text ads and intros to YouTube users. We are going to tell you what advertising formats are and how they differ from each other.

Video ad formats

In-Stream skippable. A video up to three minutes long appears at the beginning, middle, or end of the video. The user can skip ads after five seconds of viewing. A banner appears on the video with a call to action button or a direct link.

Payment Methods:

- if the video is longer than 30 seconds. The advertiser pays for each view that lasts 30 seconds or per interaction;

- if the video is shorter than 30 seconds. Payment is subject to the full viewing of the video or interaction with it;

- if the campaign uses the Target cost per 1000 impressions strategy, then the advertiser pays for 1000 impressions of the video.

There are 4 add-ons to the In-Stream format that allow you to expand your targeting and conversion settings:

1. True View for Action. A subtype of ads that aims to achieve conversion actions. Works on the CPA system. As a feature there is additional CTA-buttons under the video and at the end of the video;

2. True View for Reach. Used to increase ad reach. The video is shown on YouTube and on GCM partner resources;

3. True View for Shopping. The video ad is supplemented with goods from the online store;

4. TrueView Ad Sequencing. Serial display of commercials in the format of In-Stream ads (skippable or not) and Bumper Ads in any combination.

In-Stream without the possibility of skipping. The video lasts up to 15 seconds. Shown at the beginning, middle and end of the video without skipping.

Payment is made according to the Target price per 1000 impressions model.

Video discovery. Video lasting from 3 minutes to an hour. It can be viewed by users who search for videos on the YouTube homepage, search results, or lists of related videos. The ad consists of text and a frame from the video. To view it, the user must click on it.

Payment is charged per click on the video (CPC model).

Outstream. Video ads for mobile devices that run automatically without sound. The sound is turned on if the viewer clicks on the ad. This ad format is not shown on YouTube. It can be found on partner resources and Google applications.

Payment is charged if the user watches the video for 2 seconds or more. The advertiser pays for 1000 impressions in the visible area of ​​the screen.

Banners

Musthead. A video banner on the YouTube homepage that is shown on the PC, mobile app, and TV app. The ad includes a video, title, description, and a call-to-action button. On PC, the video is displayed for 30 seconds at the top of the main page.

Charged for 1000 impressions or a fixed amount per day. This ad format is only available through a reservation.

On Youtube pages. Video banners that are placed in the upper right corner above the recommended content. Previously, YouTube placed the inscription Native advertising under the banners. Now these banners are not marked in any way, so it is difficult for the audience to determine that this is an advertisement.

Overlay Ads. Graphic banners sized 480x70, which are displayed at the bottom of the screen when watching a video. The banner is displayed until it is closed or until the video ends.

Only shown in sponsored videos on PC. Not displayed on mobile devices.

Bumper Ads. 6-second non-skippable clips that play at the beginning, middle, or end of the video.

Payment is made for 1000 impressions.

Text Ads

Ads that are shown to the audience during a search or on the homepage between videos.

Audio advertising

This type of ad is used to reach an audience using formats and creatives that are optimized for listening. Content can be musical or non-musical. The purpose of launching audio advertising is to increase brand awareness among the target audience.

Audio announcements are up to 15 seconds long. Payment is CPM.

Choosing the best video ad format

When choosing the best format for a YouTube campaign, it is important to consider:

- goals;

- advertising budget;

- brand awareness;

- target audience.

True View In-Stream. This format is suitable for companies that are faced with the task of drawing attention to the brand and showing ads to a wide audience. If a person is not interested in the video, then he will skip it and the payment will not be debited.

Which subtype to choose:

True View for Action. The purpose of the campaign is the user performing a certain conversion action (going to the contact page, filling out the form, transferring the product to the basket);

True View for Reach. Suitable when the goal is set to convey information to the widest possible audience with small budgets. Payment is made for 1000 impressions with wide targeting settings. As a result, the lowest cost per click is achieved;

True View for Shopping. The goal is to supplement the video with goods from online stores. The format was created for online stores. Product data is taken from the Merchant Center;

TrueView Ad Sequencing. The goal is to show the audience a series of ads about a company, brand, product, etc. Suitable for well-known brands that build long-term communication with the audience. Not suitable for young companies.

In-Stream without the possibility of skipping. The goal is to show a colorful short video to the target audience that is familiar with the product. Suitable for companies that have collected enough information about their customers and can fine-tune their targeting.

Bumper Ads. The goal is to increase brand awareness and promotion. This format is suitable for companies whose audience knows the advertised product well. This is why splash ads are typically set up in remarketing campaigns.

Video discovery. The goal is to show an informative comprehensive video about your brand, product, production to interested users. This format is suitable for companies that have a formed audience and build long-term relationships with it.

Masthead banners. The goal is to get a certain number of video ad impressions for a fixed price. We remind you that ads of this type are available only through a reservation. Suitable for companies that are able to fulfill all the conditions of the reservation.

Voice campaign. Can be customized if the company aims to maximize brand awareness and seeks to reach the target audience as much as possible.

Text campaign. The goal is to attract the widest possible audience of users.

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