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Youtube Ads Guide: Different types of youtube ads for your channel

Being the world’s second-largest search engine (just after its parent Google) and a popular social media platform at the same time, YouTube draws 2 billion logged-in users every month. It has a vast reach and is the most powerful advertising platform.

If done correctly, marketing on YouTube adds an undeniable value to your efforts and pays off in the long run. Despite that, YouTube ads are often considered an add-on to social media marketing strategy. That’s because people have a problem deciding which ad format will work best for their organization. 

In this article, we’ll look at the different types of YouTube ad formats and how you can decide the best one for your marketing campaigns.

Youtube Ads Guide

Types of YouTube ads

YouTube ads can be broadly classified into five main categories:

  • Skippable in-stream ads
  • Bumper ads
  • Non-skippable in-stream ads
  • Video discovery ads (erstwhile called the in-display ads)
  • Non-video ads (also known as overlays and banners)

1. Skippable In-Stream Video Ads

First up on the list is the most popular format, the skippable in-stream video ads, which appear either at the start of the youtube video or during it. Remember seeing ads on YouTube that give you the option to skip a video in 5 seconds? Well, guess what, those are the skippable video ads.

These ads play for at least 5 seconds and then give viewers the option to skip them. Generally, a video ad should be at least 12 seconds or at a max of 3 minutes.

The main advantage of this ad is that YouTube will only charge you if the viewer watches it for at least 30 seconds, the entire ad (which is less than 30 seconds), or if they interact with the ad by clicking on it.

Also, this format is accompanied by a banner at the screen’s top right corner. It means that even if the user skips your ad, they will still see the banner with a call to action.

2. Bumper Ads

Bumper ads are straightforward ads that last for up to six seconds. They cannot be skipped and usually play before the start of any video. These ads are ideal for companies with a simple message and do not require a full production video.

Most organizations use this ad format for awareness campaigns such as event promotion or creating brand recall value. After all, according to Google, 90% of bumper ads created a huge increase in ad recall.

3. Non-Skippable In-Stream Ads

As the name suggests, these types of youtube ads do not allow users to skip the ad. They do not provide a skip button and usually play before the video starts or during it.

Since more than one-third of YouTube viewers skip ads, this ad format comes in handy when your brand wants to increase awareness without risking getting hundreds, if not thousands of ad skips.

Since the format is slightly different from its skippable counterpart, advertisers are billed based on the number of impressions. More specifically, the advertiser is charged per 1000 views (CPM).

4. Discovery Ads

Discovery ads are very different from all the ad formats mentioned earlier. This ad format is similar to Google search ads, which appear alongside search results in an almost organic manner.

Discovery ads are displayed when viewers search for a video on YouTube, and they have an “ad” label to let users know. It is usually displayed when your video resembles the user’s typed query. If the viewer clicks on the ad, they are sent to your YouTube channel or the video page.

Discovery ads comprise a thumbnail image along with three lines of text. These ads are not only visible on the video watch page, but on the search results page and YouTube homepage, giving them higher visibility compared to other ad formats. These ads are a kind of TrueView ad, since people choose to watch them.

5. Non-Video Ads

YouTube also has a non-video ad format for companies that don’t have big marketing budgets. The non-video ads are either display ads or in-video layovers.

Display ads:

These ads are text ads that appear on the right sidebar. It has an image along with some text and CTA.

In-video overlay ads:

These ads can serve as banner ads that appear while the video is playing from any monetized YouTube channel.

Both the non-video ads are billed as cost-per-click. 

Video Marketing is Here To Stay

Advertising on YouTube is a science and an art at the same time. It requires combining the right message with the right marketing strategy that is more relevant and targeted.

While YouTube ads may appear overwhelming at first, the diverse ad formats help you reach your audience based on your preference and budget. With video content becoming a promising marketing channel, it is well worth understanding how it works and how you can get the most out of it. Therefore, having videos as part of your content strategy is imperative.

Which YouTube ad format are you going to use for your next campaign? Let us know in the comments section below!

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