YouTube is one of the most popular video hosting websites, allowing users and brands alike to share videos across a broad spectrum of topics, most popularly in the realm of tutorials, musical covers and the ever-popular cat videos that are constantly purring online. Boasting over a billion active users on a daily basis in more than 88 countries, covering a staggering 95% of the internet population, it’s hardly surprising that YouTube is the second largest search engine after Google.
With users racking up millions – quite literally millions – of video play per day, YouTube really is the place for companies to advertise their brand and products in front of users who are already engaged with similar content. In this article, we’ll discuss YouTube’s TrueView Ads, and the success these brought for O2’s ‘Be More Dog’ campaign, which boasted ‘Ad of The Year’ in 2013, predominantly due to its success on YouTube.
TrueView video ads are a useful way to raise brand awareness and reach an audience whilst they are already searching for, or viewing, content similar to your brand. TrueView ads are opt in, which means you are not showing your ad to users who are not interested, so your brand can raise its online profile in a positive way, rather than appearing ‘spammy’.
TrueView ads allow you to play around and test different creative formats, meaning you can try different ad lengths, for example, and see which works best. There is also the ability to add interactive features which will help to drive engagement with your audience by telling what action to take in order to meet your marketing objectives. For example, you could add a call to action (CTA) overlay to drive visits to your website, or add shopping cards to encourage users to buy a particular product or service.
There are a number of ways to target your ads, such as by keywords or phrases, demographics, placements or affinity audiences. This means your ads can go to your exact desired audience, at the exact desired time.
There are two types of ad formats: TrueView In-Stream Ads and TrueView Video Discovery Ads.
In-stream ads play before or during another video on YouTube or on sites and apps in the Google Display Network (GDN). Ads can also run on YouTube videos that are embedded on other sites and apps. Because you only pay when a user has watched 30 seconds of your video or clicks on the interactive elements, there is no budget wasted.
TrueView Discovery Ads appear alongside other YouTube videos, in YouTube search results, a watch page, or on the YouTube homepage. Ads may also run on sites in the Google Display Network (GDN) that match your target audience. You only pay when a viewer chooses to watch your video by clicking on the ad. According to Google, TrueView Video Discovery Ads drive over 5x more clicks on an advertiser’s call to action than on TrueView in-Stream Ads. To persuade you further, on average, users view one additional video from your brand within 24 hours of watching your TrueView discovery ad.
Our feline friends make for advertising gold, especially online. Cat videos in particular have been dubbed to ‘rule the internet’, and telecommunication company O2 was very on trend with this.
O2’s Refresh ‘Be More Dog’ video campaign generated 174,620 views on O2’s YouTube channel, arguably making this particular campaign one of the company’s most popular marketing activities. The hugely successful ad campaign captured the attention from anyone and everyone, because who doesn’t love cats?
A key attribute to the success of this campaign was how shareable the content was. Not only were singular users clicking on the video to watch, YouTube makes it incredibly simple for users to share content with their own social audience, such as on their Twitter or Facebook pages.
This O2 campaign provides a key example as to how YouTube can bring about an ample opportunity for brands to produce creative, shareable content, whilst still achieving impressive statistics and exposure.
YouTube is a powerful platform to share your content, so utilising YouTube advertising can further help increase brand awareness, drive visits to your site, generate conversions and drive engagement. With clearly defined marketing objectives, and a specific target audience, TrueView Ads allow you to create relevant and targeted advertisements to entice users.
Don’t forget to test the different ad formats TrueView offers, and to measure engagement rates from your video ads, to find out exactly what video content is making your audience tick.
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