I know what you’re thinking … “it’s probably all of those millennial gamers” and while you’re not wrong (they are still the largest demographic on YouTube), what may surprise you is just how many Baby Boomers are on YouTube – in fact, according to comScore, YouTube reaches 95% of online adults 55+ every month!
It’s time to start seriously considering YouTube as part of your next online strategy.
YouTube offers two main forms of advertising – TrueView ads and Bumper ads.
TrueView ads are videos that can be skipped after five seconds. You can place these video ads before or after another YouTube video or as a static in the search (right hand corner of the screen) that viewers click on to view. You will be charged as cost-per-view (CPV) with the average being about 10-30 cents per view. You’re only charged if the viewer watches 30 seconds or more of your video.
Bumper ads are six second ads that play before or after a video that viewers can’t skip. You pay for these per 1,000 impressions (CMP) which is the number of times your ad is seen.
When creating your YouTube campaign it’s crucial to take advantage of the targeting options – this can also affect your overall CPV/CPM. Don’t waste money on irrelevant eyes.
The effectiveness of your campaign will strongly depend on your creative. You have a limited time to capture the audience’s attention and (in many cases) your audience has the option to skip your ad.
Check out this example of how Hotels Combined made sure people weren’t going to skip their ad – when viewers clicked the “skip ad” button the characters literally started skipping – with a skipping rope. Very clever! Have a go here.
