YouTube is the second largest search engine after Google and has proven a powerful brand awareness tool for advertisers and brand managers worldwide. This blog will share the 3 most commonly used YouTube ad formats that can implemented in your brand awareness strategies: Discovery Ads, Skippable In-Stream Ads, Bumper Ads.
Discovery Ads: Appearing atop YouTube search results, YouTube Homepage and above suggested videos, these clickable ads encourage organic engagement on your video and YouTube channel. The strategy for this ad format is to attract more quality, loyal viewers for your content.
Recommended content: longer content; tutorial or episodic content
Metrics: cost per view, earned views, earned subscribers, and impressions.
Skippable In-Stream Ads: Appearing before, during, and after a video, this ad format is best for maximizing reach and showcasing your brand while allowing the targeted viewer to complete watching the video ad or visit your desired landing page.
Recommended content: shorter content; no longer than 3 minutes in length
Metrics: cost per view, impressions, views, view rate; and audience retention rates at 25%, 50%, 75% and 100%
Bumper Ads: Appearing before a video plays, this is a short non-skippable ad format that can either be 6 or 15 seconds maximum in length. The purpose of bumper ads is to replicate short TV commercials that deliver quick storytelling for the brand. As this format is much shorter compared to other video ad types, videos should include more audio-visual effects to draw audience attention to your product/service and appeal to consumer emotions.
Recommended content: short content; must be 6 seconds or 15 seconds in length
Metrics: CPM, impressions
Implementing these YouTube ad formats into your video strategy based on the needs of your brand will allow you to effectively target and engage current and prospective consumers, as well as grow your YouTube channel. Test out these YouTube ads and see what suits your video content!