How to Advertise Your Brand on YouTube - dummies

By Shiv Singh, Stephanie Diamond

As part of your social media marketing campaign, YouTube can be used for traditional advertising. If you’re a marketer at a large brand, you may have the dollars to invest in some paid advertising tactics. YouTube provides several options based on your objectives. They categorize the objectives as Brand Awareness, Product Launch, Direct Response, and Reputation Management.

After you’ve determined your objective, you are offered ad formats including the following:

  • Home-page ads: This provides the advertiser with a premiere spot on the YouTube home page. More than 50 million unique users go there every day. It’s prime advertising real estate.

  • TrueView Videos ads: YouTube introduced this ad format a few years ago that allows users to click a Skip This Ad Now button after the user has viewed the ad for five seconds. With this popular format, advertisers are motivated to make the first five seconds of their videos particularly interesting.

  • Brand channel: This category offers several levels of customization for a channel dedicated to your brand. The customizations include how the page looks, what videos are promoted and how users are drawn to it. This is different from a user channel, which is free when you sign up.

  • Mobile: Video ads are served up on your customer’s mobile devices — iPhone, Android, and BlackBerry. comScore lists YouTube as the number one destination for mobile video.

With these paid tactics, YouTube provides all the standard media metrics with YouTube Insights. These include impressions, click to play, click-through rate, and quartile viewed in addition to the community metrics (likes, views, and comments). A quartile view shows the data segmented in equal quarters so that you can determine how well each is doing.

Also included in the metrics are demographics, locations of viewership, viewer sources (where the users came from to view the video), and how much of the video they viewed. These metrics are so illuminating that they are now forcing advertisers to rethink how they create videos.

You can also target these advertisements to run next to select partner content, if you prefer. This placement matters to many marketers who worry about what their own advertisements (video or otherwise) may appear next to.

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