The rising importance of YouTube advertising

by Dan Pillay Owner

In today’s day and age, it is vital that businesses are advertising online. In particular, advertising on platforms like YouTube is important as there are over one billion users here. These adverts can also be targeted by age, interest, gender, locations and more, ensuring that you are reaching your target audience each time.

Advertising has changed a lot over the years. For advertising to be successful, you must target users where they spend a lot of time, so that the visibility of your advertisement is high. To attain higher visibility in today’s day and age, it is vital that you are advertising on the internet. There are many places online where advertising can be beneficial, but YouTube has its benefits.

YouTube is an incredibly popular video-sharing website which has over one billion users (almost one-third of the internet) on an average. Every single day, a billion hours of video is consumed by these users, and mobile YouTube alone reaches more 18-49-year-olds in the US than any cable network. The said factors make YouTube an excellent platform for advertising as millions trust and use it.

So, how does it work? Usually, a YouTube display advertising agency makes a video advertisement which is uploaded and shown as an ad before a video starts. The agency can target these adverts by gender, age, location and various other factors. YouTube advertising works in a similar format to pay per click advertising (PPC) in that you only pay a small fee when the user engages with your ad. You do not pay if the advert finishes or user skips it (an option often available after 30 seconds).

Many different advertisements can be made for use on YouTube. These include display ads, overlay advertisements, skippable or non-skippable video adverts, standard banner adverts (similar to Google Display Ads), in-video overlay adverts and sponsored cards. For the best results, it is worth using a combination of these formats to cover all bases and reach your audience in different ways.

When these advertisements are tailored as per the audience, it ensures that it reaches them at the right time and in the right place generating powerful results that are much more effective than older forms of advertising. You can also monitor and analyse the results of video advertising to note what all adjustments you need to make so as to boost your campaign’s performance.

Advertising is a lot different to how it was 20 years ago, and a lot of this comes down to the rise of the Internet, but also mobile usage. Nowadays, you need to reach people online and especially on heavily used platforms like YouTube. In addition to placing your adverts in highly visible spaces, these adverts can be targeted to reach your audience with full precision.