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Getting Started With YouTube Advertising: Part 1

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Official figures from YouTube show that one billion unique users visit the site every month. There were more than one trillion YouTube video views in 2011, the equivalent of every person on earth viewing 143 times. Over 4 billion hours of video content is consumed every month. A staggering 72 hours of new video content is uploaded every minute. Around $4 billion was spent on YouTube advertising in 2012 and some one million partners around the world are now earning money from their video content. There are around one million advertisers using Google ad platforms, the majority of which YouTube confirms to be small businesses.

Whew!  If these figures prove anything, it’s that video marketing is hot right now and YouTube is at the heart of the action. If you’re looking for a way to get your brand or advertisement in front of an audience, there is no better time to consider adding YouTube advertising as another string to your bow.

The site offers a multitude of advertising formats, but before you can begin with the creative you need to define your goals. Which of the below categories do they fall in to? Only when you have decided this can you determine which advert format best serves your purpose.

1.  To build brand awareness?

The huge numbers flocking to YouTube every day make it the ideal platform to build and retain brand awareness amongst your target market. Because the audience is so large, it’s important to narrow down this objective further before beginning a campaign. Do you simply want to retain your market presence? Are you reaching out to new sectors who may not have heard of your brand previously? Do you want to test the water in a new territory?

2.  To engage an audience?

Video is an engaging medium by its very nature. So choosing to advertise on YouTube to build a stronger relationship with your target demographic makes sense. Video can be more emotive and encourage stronger responses than most other forms of marketing, but this does raise questions about how best to harness that power. Should you create your own channel? Advertise in video? Place text ads? Are you looking to create a viral impact? Do you need a call to action? All of these considerations will need to be tackled in order to determine the correct ad format or formats for your brand.

3.  To manage your reputation?

Reputation management is a hot topic online and more and more businesses are using social media to cultivate the right image. You can use YouTube advertising as part of a wider reputation management strategy. Part of reputation management often falls under the custom service remit which can make actual videos or video ads more appealing that the text versions also offered. With video you can connect, interact and be a part of the conversation. This can be incredibly powerful when it comes to establishing or improving how your company is perceived online.

4.  To launch a product?

The figures from YouTube are proof enough that whatever you’re selling and whoever you’re selling it to, they are most likely viewing the site. That makes YouTube ads incredibly valuable when it comes to a task such as conducting a new product launch. Because video is often associated with entertainment in that it reminds us of television shows and movies, YouTube is a perfect channel for delivering high-impact product launch ads that let the viewer get excited about what you have to offer.

Now what?

Once you have clarified in your mind what your objective is for considering advertising on YouTube, it’s time to pick the appropriate form of ad on the video mega-giant. In Part 2 of this article, I’ll explain your options and provide some tips on which work best.

Image: Annette Shaff / Shutterstock.com

About the Author

Rebecca is the managing director of search engine optimization agency Dakota Digital a full-service agency offering SEO, online PR, web copywriting, media relationship management, and social media strategy. Rebecca works directly with each client to increase online visibility, brand profile, and search engine rankings. She has headed a number of international campaigns for large brands.

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