VIDEO ADVERTISING

USING YOUTUBE
by Tuhin Ghosh
MBA (XLRI), Guest Faculty (IIM-L), Digital Marketing
Strategist and Consultant
RECAP
VIDEO ADVERTISING USING YOUTUBE > RECAP

Key points discussed in the last module:

o Significance of display advertisement and benefits of
Google Display network
o Role AdSense and DoubleClick in display advertising
ecosystem
o Planning display campaigns and selecting the different
targeting options appropriately
o Interpreting the different reports and metrics and use
them to optimise the campaigns and Ads
VIDEO ADVERTISING USING YOUTUBE

INTRODUCTION
Video Advertising Using YouTube
VIDEO ADVERTISING USING YOUTUBE > INTRODUCTION

Let us explore different aspects of YouTube marketing and why it should be

a part of your digital marketing strategy.
VIDEO ADVERTISING USING YOUTUBE

OBJECTIVES
Video Advertising Using YouTube
VIDEO ADVERTISING USING YOUTUBE > OBJECTIVES

At the end of this module, you will be able to:

o Understand the impact of YouTube advertising and realize why
YouTube is the most preferred video advertising platform
o Gain sound knowledge of the Ad formats allowed in YouTube
o To create a YouTube Ad, use the different budgeting and targeting
options to maximize your advertisement goals
o Set and interpret the relevant metrics to track performance in your
video campaigns and optimise them for better performance
o Learn some of the best practices of running a video campaign
o Understand and apply YouTube's native analytics tool
VIDEO ADVERTISING USING YOUTUBE

WHY YOUTUBE ADVERTISING?

Reasons You Need to be There
VIDEO ADVERTISING USING YOUTUBE > YOUTUBE IN NUMBERS

MOBILE VIEWS PER

1 USERS 100 M
DAY
BILLION
SEARCH YOUTUBE GROWTH
#2 60% YOY
PLATFORM

300 YOUTUBE ADSPENDS

VIDEOS UPLOADED 60%
HOURS GROWTH YOY
PER MIN
FOR TOP 100

VIDEOS WATCHED LANGUAGES YOUTUBE

900 M 76
PER MONTH IS AVAILABLE IN
HOURS
VIDEO ADVERTISING USING YOUTUBE > SUCCESS STORIES

Blendtec: DollarShaveClub:
Popularised a video series using his blenders which Popularised a simple razor into mass following with
can blend anything including iPhones and created a comic viral videos. In the 1st 48 hours of launch they had
mass following with user generated videos. over 12000 customers.
VIDEO ADVERTISING USING YOUTUBE > WHY YOUTUBE

2nd largest search platform

Pocket friendly , easy to use platform

Caters to branding as well as direct response goals

Helps you in reaching out to its viewers network

No bandwidth or sustainability issues with giant servers it has , even at peak load

Gives different ways to interact with Ad forms

Supports multiple video formats and browsers

In a way it is a combination of social media, search engine and video platform

VIDEO ADVERTISING USING YOUTUBE

WHAT YOU CAN DO IN YOUTUBE

Formats, Tools and Targeting
VIDEO ADVERTISING USING YOUTUBE > KEY COMPONENTS OF YOUTUBE ECOSYSTEM

Advertise to their audience

to build brand and create ADVERTISERS
engagement.

Use the channel to get

VIEWERS CREATORS Create engaging videos and
entertained, learn and join a
community. monetize the same.
VIDEO ADVERTISING USING YOUTUBE > YOUTUBE ad ASSETS

Display Assets Video Assets Other Assets

Home page
Standard Standard In-
Masthead and
Banner stream
Expandable

In Video TrueView Rich Media

VIDEO ADVERTISING USING YOUTUBE > DISPLAY ADS

Ad Size: 300x250 or 300x60 pixels

Appears above the video suggestion list and right of the
featured video. May show below the larger video players.
Display Ads (banners) may run across all the areas of
YouTube except on the homepage.
Depending on the advertiser’s selection, creators get paid
when a viewer sees the Ad or if the Ad is clicked on.
Appears only on desktops and laptops, and not on mobiles
for monetization.
VIDEO ADVERTISING USING YOUTUBE > OVERLAY ADS

Ad Size: 480x70 pixels

Transparent advertisement that appears across the
bottom 20% of the window video.
Viewers can exit Ad anytime
Appears only on desktops and laptops, and not on
mobiles for monetization.
Creators should avoid having important information in the
lower portion of their video where the overlay Ad could
appear.
Creators get paid when a viewer clicks on the overlay to
expand the full advertisement.
VIDEO ADVERTISING USING YOUTUBE > MIDROLL ADS

Ad Size: Full screen

Currently available for videos over 15 minutes, and is
spaced within the video, akin the TV commercials.
Viewers must watch the Ad before they continue
enjoying their videos.
Appears only on desktops, laptops, and mobiles, and
not for game consoles and TV for monetization.
Advertisers can insert Ad breaks at natural pauses
between the video for the best viewing experience.
Revenue is dependent on the type of Ad selected by
the advertiser.
VIDEO ADVERTISING USING YOUTUBE > SPONSORED CARDS

Ad Size: Card sizes vary

Displays content relevant to the video, such as products
shown in the video.
Available only on desktop and mobile devices.
Viewers see a teaser for the card for a few seconds, then
they can also click the icon in the top right corner of the
video to browse the cards.
VIDEO ADVERTISING USING YOUTUBE > NON SKIPPABLE VIDEO ADS

Ad Size: Full screen

Before the featured video the Ad must be watched by the
viewers.
Once the viewer watches the 15+ second Ad then only
creators get paid, which can deter some viewers who do
not want to wait or do not see any value in the
advertisement.
Appears only on desktops, laptops and mobiles, and not
for game consoles and TV for monetization.
You can insert it before, during or after a video.
VIDEO ADVERTISING USING YOUTUBE > SKIPPABLE VIDEO ADS

Ad Size: Full screen

Viewers can skip these Ads after 5 seconds of viewing if
they choose
Runs on all devices, and is therefore currently the most
popular Ad format to monetize.
Creators get paid when the users see the full Ad or at
least 30 seconds of the Ad, whichever comes first.
VIDEO ADVERTISING USING YOUTUBE > DISPLAY AD BUILDER

Loaded with templates pre-designed for creating

YouTube AdWords videos.
Within one AdWords campaign you can mix video
Ads of multiple formats. This allows you to easily
control all your Ads from one place. Note: This
feature is disabled if you are using TrueView Ad
format.
You can choose any bidding type for your creatives.
VIDEO ADVERTISING USING YOUTUBE > ADWORDS FOR VIDEO

Can be used only for TrueView Ad formats with CPV

bidding. You are not allowed to use text, image or other
video Ad formats.
All your video Ads must be hosted on YouTube.
Primarily used if you require an extra level of detail for
your video Ads, which are not available in the rest of the
AdWords Campaign management tools.
VIDEO ADVERTISING USING YOUTUBE > TARGETING YOUR VIDEOS
Location Targeting Interest Targeting
 You can choose different  You can select as per your
options like gender, age, target audience
parental status  Do not select too many
 You can add or exclude categories, else you wont
demographics get traffic
 Choose between Affinity,
Custom Affinity, In-market
audiences
Remarketing
 Target viewers based on
interaction with your video,
channel or TrueView Ads
Placement Targeting
 Target high traffic
placements such as
Display Network sites like
YouTube.com (as
publisher site), videos
(YouTube video) and
channels (YouTube
Partner Channels)
 You can also do ‘managed
placements’ to specific
URLs
VIDEO ADVERTISING USING YOUTUBE > TARGETING YOUR VIDEOS

Topic Targeting Interest Targeting Other Targeting

 Segregate your video  Select keywords or  Device

themes and target phrases which are  Language
relevant topics based relevant to your
on your niche audience and  Location
commonly searched
 Only exact matches
will be shown

Use ‘Exclusions’ to prevent Ad showing to irrelevant audience.

Example: Demographics, Interests, Keyword , Placement , Remarketing etc.
VIDEO ADVERTISING USING YOUTUBE > TRUE VIEW AD

TrueView In-Stream Video TrueView In-Display Video

Appears in YouTube watch pages, and on video Appears in YouTube search results, related videos,
partner sites and apps in the Display Network. as an overlay and on partner websites.

Use it when you want your Ad to appear before the Use this when you want your video Ad to appear as a
videos on YouTube and on the Display Network. search result, alongside related videos and/or within
User has the option to skip your Ad after 5 seconds. other websites of the Display Network.

You pay only when user watches your full Ad, 30

You pay only when user chooses to watch your Ad by
seconds of your video or engages with your video,
clicking a thumbnail.
whichever comes first.
VIDEO ADVERTISING USING YOUTUBE

CREATING VIDEO CAMPAIGN

Getting Started
VIDEO ADVERTISING USING YOUTUBE > CREATE YOUR YOUTUBE CHANNEL

Sign in through Google Account

Create your channel
Provide details of the channel by making it
friendly to audience as well as search engine
Create and upload videos
Link AdWords account
VIDEO ADVERTISING USING YOUTUBE > BIDDING STRATEGY

Set the budget

Choose between CPM, CPC and CPV,

depending on your goal

Set the minimum and maximum bidding limit

Use ‘custom bids’ to optimise at the Ad group level

VIDEO ADVERTISING USING YOUTUBE > CREATING YOUR AD

Choose the Ad format based on your business ,

audience and device they use

Connect the correct video with the Ad

Set destination for your Ad: Either see a video or

take them to a direct response page
VIDEO ADVERTISING USING YOUTUBE > SET YOUR TARGET

Location

Device Interest

Location or
Language Topic

Demographics Placement

Keyword
VIDEO ADVERTISING USING YOUTUBE > CREATE A TRUEVIEW VIDEO CAMPAIGN
VIDEO ADVERTISING USING YOUTUBE > DIFFERENT PURCHASING OPTIONS
Advertising Using AdWords
Advertisers using AdWords to target YouTube
will have the same targeting options that are
available in Google Display Network.
You can advertise on YouTube through
AdWords either through:
a. Contextually targeting
b. Managed placements.
The sales inventory available for managed
accounts is different from that offered by
YouTube's own direct Ad sales as well as the
inventory available through AdWords self-
managed accounts
Advertising Directly in YouTube
YouTube Ad sales is used to purchase
contract-based ad inventory
Pricing for this medium is based on a high
committed spend and an impressions-based
reservation .
The sales inventory available here is different
from that offered for AdWords managed
accounts and as well as the inventory
available through YouTube Promoted Videos
accounts.
VIDEO ADVERTISING USING YOUTUBE

TRACKING AND OPTIMISING

To Get the Best Results
VIDEO ADVERTISING USING YOUTUBE > TRACKING USING ADWORDS

Core Performance: showing the number of people

who saw or engaged with video measured as View
Rate (Views or Impression of thumbnails or videos).
Click Performance: measured by the number of clicks
on the video measured as CTR (Clicks or Impression
of thumbnails or videos).
Engagement Performance: Calculated clicks on
interactive elements on videos measure as
Engagement rate (Engagements or Impression of
thumbnails or videos)
Cost per view (CPV): Amount charged for 30 sec of
video view or the whole Ad whichever comes first.
VIDEO ADVERTISING USING YOUTUBE > YOUTUBE EARNED ENGAGEMENTS

Earned Likes: Viewer likes a video

Earned Shares: Viewer shares a video
Earned Subscribes: Viewer subscribes to your channel
Earned Playlist Addition: Viewer adds a video to a
playlist
Earned Views: Viewer watching additional or related
videos after viewing your video on watch pages or your
channel increments the earned views.
VIDEO ADVERTISING USING YOUTUBE > TRACKING USING ADWORDS

Quartile Reporting or Video Viewership: Based on the

fixed percentage of videos covered
Reach and Frequency: Track unique impressions and
view as well as average impression and views per user
Segments: You can track by network, format, devices
and so on.
VIDEO ADVERTISING USING YOUTUBE > TRACKING USING ADWORDS

 You can use Automated Reporting which can be

customised and it generates reports on a set schedule
 You can track the changes made through “My change
history”
 You can use advance filtering and modify columns and
get reports on views, audience, branding and conversion
 You can also use AdWords tabs like Ad group Tab, Ad
Tabs, Video Tabs and Video targeting Tab.
VIDEO ADVERTISING USING YOUTUBE > TRACKING FOR OPTIMISATION

Check ratings to see what resonates with audience

Follow number of views over time
Research how you have been discovered
See your audience demographics
Monitor viewer drop offs
Track traffic sources
See sharing reports
Encourage subscriber engagements
VIDEO ADVERTISING USING YOUTUBE > TRACKING USING YOUTUBE ANALYTICS

Overview Report Revenue Report Ad Rates Report

 It gives the summary This is associated with AdSense  It shows the reports on
 Discovery account and gives estimated display, skippable and non-
revenues for AdSense and skippable Ads.
 Top 10 content DoubleClick
 It gives data on Ad revenue,
 Demographics
playback CPM, estimated
 Performance metrics monetized playbacks etc.
 Engagement metrics
VIDEO ADVERTISING USING YOUTUBE > TRACKING USING YOUTUBE ANALYTICS

Watchtime Report Engagement Report Realtime Report

This helps in understanding
engagements through viewing time
by segmenting on audience
retention, demographics, locations,
source, device etc.
This helps in understanding the It gives the data for last 5 published
extent of engagement through videos on hour by hour (last 48 hrs)
actions and shows subscribers, and minute by minute (last 60 min).
likes, dislikes, favourites, videos in
playlist, comment , shares,
annotation etc.
VIDEO ADVERTISING USING YOUTUBE > VIDEO AD PERFORMANCE AND BEST PRACTICES

Understand your audience

Keep it crisp, else viewers will skip
Target non–converting audience through remarketing
Use good voice over
Use placement over display networks
Use YouTube brand channels
Do video A or B testing
Test several audience
Choose right Ad format
Convert viewers to subscribers
Measure, optimise and succeed
VIDEO ADVERTISING USING YOUTUBE

CASE STUDY
Game Promotion Through
YouTube
VIDEO ADVERTISING USING YOUTUBE > THE CHALLENGE

One of the leading gaming platform wanted to launch a new

game, wanted to build awareness and subsequent purchase
in the age category 16-45 before the launch.
VIDEO ADVERTISING USING YOUTUBE > THE APPROACH

An online-offline media mix was prepared by the marketing team for the prelaunch with the
heavy reliance on YouTube for online promotions.
Offline campaign included TV, print and outdoor.
Among the YouTube campaign mast head, mid roll and skippable video Ads were created.
4-5 video Ads were tested for the message, length and visuals.
The campaign was run for three months initially to drive awareness and later on also to drive
purchase or downloads.
VIDEO ADVERTISING USING YOUTUBE > THE RESULT

YouTube alone was able to reach to more than 25% of the target audience.
It achieved a 50% less cost per conversion in the 16 to 30 age category which
contributed to the largest chunk of sales.
The company was able to achieve the 1st quarter’s target sales in less than a month of
its launch.
VIDEO ADVERTISING USING YOUTUBE

CHECK YOUR
UNDERSTANDING
VIDEO ADVERTISING USING YOUTUBE > CHECK YOUR UNDERSTANDING

1. When you describe YouTube all of the following are applicable except:

a. An Ad exchange
b. A large search engine
c. A social media channel
d. An online video channel

YouTube is not an Ad exchange. All the other three are applicable

VIDEO ADVERTISING USING YOUTUBE > CHECK YOUR UNDERSTANDING

2. Overlay Ads are transparent Ads in YouTube that appear in bottom ____% of the screen.

a. 5
b. 10
c. 15
d. 20

Overlay Ads appear in bottom 20% of the screen.

VIDEO ADVERTISING USING YOUTUBE > CHECK YOUR UNDERSTANDING

3. For skippable YouTube Ads you are charged only if the viewer views it for at least 30 seconds:

a. True
b. False

If the Ad length is less than 30 seconds and viewer watches the full Ad then it is charged.
VIDEO ADVERTISING USING YOUTUBE > CHECK YOUR UNDERSTANDING

4. The Ad inventory that you get from AdWords is different from that you can get from YouTube's
direct Ad sales.

a. True
b. False

The inventories differs from where you access and buy them from.
VIDEO ADVERTISING USING YOUTUBE > CHECK YOUR UNDERSTANDING

5. The metric in YouTube which you can see through your AdWords tool to help you understand
how the people are reacting to interactive elements like icons or teasers is:
a. View rate
b. Engagement rate
c. CTR
d. Average CPV

Clicks on interactive elements such as icons or teasers provides the number of Engagements on the video.
VIDEO ADVERTISING USING YOUTUBE

SUMMARY
Video Advertising Using YouTube
VIDEO ADVERTISING USING YOUTUBE > SUMMARY

Key points discussed in this module:

o Impact and importance of YouTube advertising
o Ad formats allowed in YouTube
o How to create a YouTube Ad, use the different budgeting
and targeting options
o How to interpret the relevant metrics to track
performance in your video campaigns and optimise them
for better performance
o Best practices of running a video campaign
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