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MindMap Gallery video ads
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video ads
This is a mind map about video advertising, including understanding the awareness of video advertising formats, determining the key marketing goals to be achieved for video advertising campaigns, etc.
Edited at 2023-11-16 17:01:47
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video ads
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- Outline
video ads
Why users and creators choose YouTube
YouTube brings into the lives of 2 billion users
YouTube has what viewers want and the creators they love: Watch what they love (more than 500 hours of content are uploaded to YouTube every minute; users watch more than 1 billion hours of video every day) Enjoy TV Experience (as of January 2022, viewers watch an average of more than 700 million hours of YouTube content on TV every day) Listen and explore music (On average, more than 50% of logged-in users who watch music content watch music every day More than 10 minutes spent on content.) Build communities, such as gaming communities (in the first half of 2021, there were more than 800 billion views of gaming content on YouTube; there were more than 1 million different YouTube channels live streaming games in the United States in 2021 content.)
How YouTube provides services
Connection: YouTube helps creators, musicians, partners and viewers connect. Innovation: YouTube is a driver of technological and economic innovation. Trust: Taking responsibility and maintaining public order and good morals are a top priority.
3 reasons why people choose YouTube
Rich culture and creators of various content Opportunities to interact with creators Interact with the community
Four reasons why creators choose YouTube
Freedom (speech, opportunity, information, ownership) Reach (over 2 billion active users) Technology foundation (technical foundation) Revenue (pay as they please)
Win-win collaboration between YouTube creators and brands
Brands can leverage the power of creators in two ways: Advertise in a Google Preferred channel comprised of the top 5% of YouTube content (selected from the most popular videos) Directly through collaboration and custom integrations Partner with specific YouTube creators
A recent Ipsos study found that 47% of U.S. consumers aged 18-24 agree that when a favorite creator uses a brand, they themselves feel some personal connection to the brand.
Why advertisers choose YouTube
The changing landscape of video: It’s no longer the studio that determines video content, but the audience. This brings the entertainment and advertising fields closer together, giving a whole new meaning to work in these fields and creating more opportunities for advertisers to connect with their audiences.
Content creation is no longer the domain of only studios and production companies, anyone can become a creator. Audiences can choose what they like, watch on different devices and platforms, and judge the content. As video content becomes richer and formats become more diverse, audiences’ requirements for content are also increasing.
YouTube is an indispensable platform for today’s consumers
YouTube ranks first among all video platforms that Chinese viewers plan to use over the next 6+ years (73%)
Audiences can relate to stories and creators on YouTube (video viewers agree that good content must have a compelling story (94%) and put a lot of thought and effort into its production (92%), 88% of those who participated in the survey % of people say YouTube always brings them great stories)
YouTube has massive reach: Nielsen reports that YouTube reaches 96% of U.S. 25-54-year-olds across devices
Greater reach means greater value to advertisers
The relationship between users, creators and advertisers: YouTube is at the heart of the creator economy. Viewers and creators are loyal supporters of YouTube
User trends advertisers need to know
Living room and TV experience: Connected TV (CTV) is YouTube's fastest-growing broadcast channel, with 700 million hours watched every day and more than 50% of YouTube CTV watch time
Short video content: Shorts is the world's largest short video platform and an important way for viewers to understand long video content.
YouTube for shopping: Across 24 countries and 48,000 users surveyed, 83% said they felt they received high-quality product information when shopping/browsing content on YouTube
trend
Online streaming boom: YouTube ranks first among all ad-supported online media platforms
Short videos: YouTube provides ten revenue-generating options to help creators’ economic development. YouTube Shorts has 1.5 billion logged-in users every month and is the world’s largest short video platform.
Shopping
YouTube helps brands authentically showcase themselves, better engage consumers, and drive purchases, with 83% of users saying they get high-quality product information from YouTube
Learn how advertisers are achieving results on YouTube
Increase awareness, increase consideration, drive user action
How YouTube provides brand safety and ensures brand appropriateness
4 ways to take responsibility
YouTube's Commitment: "Remove" Content that Violates YouTube Policies “Reduce” the spread of harmful disinformation and marginal content "Prioritize" authoritative sources of news and information “Reward” trustworthy creators with the ability to monetize their content
A process of continued progress
How YouTube protects its brand
User uploads video to YouTube--Is this content available for publication on YouTube? (YouTube will remove videos that don't comply with our Community Guidelines based on user reports and policy reviews.) --If so, is it appropriate for advertising? (The system uses a classifier to determine if the video complies with the monetization policy. If so, it may be eligible for advertising) -- If the content is suitable for advertising, is it suitable for your brand? (Depending on a set of campaign audience settings.) -- If the content is appropriate for your brand, your ads will be served on that content.
Leverage systems and controls to ensure YouTube content is safe and appropriate for advertisers' brands (Responsibility)
Brand safety system: Serve ads with content that adheres to community guidelines and ad-friendly content guidelines
Brand suitability controls: Marketers can use audience selection and exclusions to ensure ads are served with brand-appropriate content.
Inventory model: This setting allows brands to choose from one of three inventory models: less restrictive, standard, or more restrictive. With the introduction of inventory models, standard inventory has become more accessible. No matter which mode you choose, there will be no scary, sensational, terrorist or conflict content
Digital content labels: Digital content labels classify videos with ratings such as G, PG, and T. They are the most comprehensive tools available to ensure advertisers' campaigns are showing ads within the appropriate content
Topic Control: Videos can be filtered by topic. Doing this will allow their ads to avoid videos with themes that are not relevant or appropriate for the brand. Advertisers can select topics to adopt or filter from over 60 categories and 1,500 subcategories
Keyword and placement controls: Keyword controls give advertisers the most granular control over where their ads appear, applying location controls to all YouTube and Display campaigns
Content type controls: Advertisers can exclude placements provided by live streams, embedded videos, and in-game videos. This gives advertisers more control over where their ads appear on YouTube and the Google Display Network
Policy: Used to define what is and isn't allowed on YouTube and the types of content creators can use to monetize
Terms of Service and Community Guidelines: All videos uploaded to YouTube must comply with YouTube's Terms of Service and Community Guidelines. If a creator wants to join the YouTube Partner Program (YPP) to take advantage of broader YouTube resources and features, their videos must comply with YouTube's ad-friendly content guidelines
Advertising-friendly content guidelines: Controversial issues and sensitive matters Drugs and dangerous products or substances Harmful or dangerous behavior Content that promotes hate Inappropriate term Improper use of entertainment characters suitable for all ages Inflammatory and derogatory content sexually suggestive content violent content
Implementation: YouTube classifies each video and continues to improve it based on human review, user input, and machine learning algorithms to make classification signals more precise
Manual judgment: Our expert team will review reported videos and comments around the clock. Certain types of content are questionable and require background information to make decisions. In this case, manual judgment must be relied upon.
Technology at scale: Expert data insights are applied to machine learning algorithms that work across YouTube. These algorithms quickly and accurately identify videos that violate policies to ensure brand safety
Measure brand safety: Google Ads offers video-level reporting, providing advertisers with a complete list of YouTube ad placements (including placements with at least 100 impressions) Third-party brand safety reporting through the YouTube Measurement Program
Identify marketing goals to focus on for your video campaign
Marketing goals and consumer behavior process
Awareness: Engage potential customers and keep your brand top of mind when they need it, thereby increasing awareness and recall
Consider: Increase consideration and interest by influencing potential customers’ perceptions while they are still thinking about it, when they are most receptive to your advertising content
Action: Drive action from potential customers in the decision-making stage by making it easier for them to take valuable actions that you can measure
At various stages of the buying process, consumers refer to online videos and YouTube to learn about new brands and make purchasing decisions
More than 70% of viewers say YouTube makes them more aware of new brands - Viewers are 4 times more likely to use YouTube to find information about brands, products or services than other platforms - Viewers say they see relevant products on YouTube After adding the content, they are 2x more likely to purchase the corresponding product.
subtopic
Adapt a video campaign strategy based on your goals
Marketing Goals: Awareness: Cultivate awareness and maximize coverage
Consideration: Increase consideration and interest
Action: Attract users to take action and close deals online
Media Targeting: Media targeting translates marketing goals into a media mix package that maximizes impact with your available budget. Media goals provide a quantifiable way to help achieve marketing goals and can include: Target reach target frequency Target cost-effectiveness to achieve in delivery (target CPM, CPV, CPA) Delivery arrangement/media scheduling method, uninterrupted delivery, pulse delivery, concentrated bombing delivery Promotional goals (e.g. number of leads, registrations, downloads)
Campaign goal: A key performance indicator (KPI) used to measure campaign performance, such as brand awareness or online sales. Such goals may include: cost per view complete play rate Times watched website visits
YouTube and Google video ad solutions adapt to your marketing goals
YouTube and Google Video Advertising solutions automatically adjust based on marketing goals to find the best solution for each marketing goal
Create an awareness video campaign: Reach a broad audience Improve brand awareness
Why choose YouTube to achieve your reach and awareness goals
YouTube's reach is huge, watch time is huge, it reaches people that TV can't.
Video Reach Campaigns: A new generation of campaigns for buying reach that makes it easier to buy skippable mid-stream ads, bumper ads, and non-skippable mid-roll ads for your campaigns—with Video Reach campaigns, You can choose to reach more unique users or reach people by showing the complete message.
benefit
Drive reach goals: Optimize based on selected reach goals Reach users by showing complete messages (use non-skippable mid-roll ads)
Flexibility in how you reach your goals when finding unique users. Use a variety of ad formats to achieve the best results. Alternatively, you can select individual ad formats to focus on different variations of your ad message
Better results: Video reach campaigns that include multiple ad formats use a variety of signals to optimize in real time to deliver better, more cost-effective results for your brand
best implementation practices
Select Brand Awareness and Reach as your campaign objective, then select Video as your campaign type. Why: Once you select a campaign goal in Google Ads, you'll see recommended and customized settings and bidding strategies that can help you achieve that goal.
Use your total campaign budget to reach your campaign's full potential. Why: Google Ads tries to spend your total budget evenly throughout your campaign
Don't schedule your ads as this will limit your reach. Why: Google Ads optimizes ad delivery to show ads to the most valuable viewers at the right time
Take advantage of Google Video Partner options to reach new audiences. Why: Google Video Partners are high-quality publisher sites and mobile apps where you can extend the reach of your video ads by showing them to viewers outside of YouTube. Within a given budget, advertisers can increase reach by up to 20% by adding Google Video Partners to their campaigns
Audience solutions for when awareness is your goal
Demographics and details: Based on age, gender, and life status (e.g., age of children)
Audiences with similar interests: based on users’ lifestyle, hobbies, needs, etc.
Custom audiences: Enter relevant keywords, URLs, or apps to reach your ideal audience
Unlimited Segmented Audiences: Capture granular audiences built and dynamically updated by Google based on consumer interests and behaviors
Consider adding a dynamic channel group to increase relevancy: Dynamic channel groups can help you: Find new customers when they watch videos related to your brand, product or service Find new customers who are watching this type of content: You want this content to be relevant to your brand, product or service, reinforcing that connection by being the first thing customers think of your brand. Align creatives with YouTube content that evokes a similar brand look and feel
Tool tip: Use Insights Finder or Find My Audience: Helps you understand who your most valuable customers are on YouTube, allowing you to discover new audiences and learn how to reach them with relevant ads Content to engage them—turns aggregated and anonymized Google signals into marketing insights so you can better understand your audience and search trends. This way, you can develop data-driven creative strategies for brand, media, search and advertising - Note: Insights Finder is only available to certain eligible partners
Google offers a variety of tools that allow users to understand and control how their data is used, including: Ad Settings: Control ad serving based on topics that interest you, or turn off ad personalization entirely. Why is this ad shown? Understand and control how ads are personalized. My Activity: See what you've searched for, browsed, or watched on Google, and permanently delete specific activity or entire topics
Learn about awareness video ad formats
Skippable in-stream ads: Reach the most people within your budget with skippable ads that run before, during, or after your video
After the ad plays for 5 seconds, viewers can choose to skip the ad (how to use it)
How to charge: Pay per impression when using the "Target CPM", "Target CPA" and "Maximize Conversions" bidding strategies. This format has a moderate CPM and is very cost-effective - with the CPV bidding strategy, if a viewer watches your video for 30 seconds (or less if the video is shorter than 30 seconds) the entire length of your video), or interact with your video (whichever comes first), you will be charged
In-feed video ads: Showcase your brand, product, or service next to YouTube content that your target audience is likely to watch in YouTube search results, the YouTube Watch Next section, and the YouTube app homepage feed
Adaptive: Communicates to viewers who are actively watching relevant content, making them more likely to subscribe, share, and watch other videos from your brand
How to use it: In-feed video ads include a thumbnail image, a headline, and up to two lines of text (depending on where the ad appears). Viewers interacting with the thumbnail will be directed to the ad's YouTube watch page.
Payment method: Pay per thousand impressions
Bumper ads: Use these short, non-skippable ads to highlight a memorable message.
Use case: Reach massive audiences
How to use it: Bumper ads are 6 seconds or shorter and can appear before, during, or after another video. Viewers cannot choose to skip these ads.
How you're charged: Bumper ads use a Target CPM bidding strategy, so you pay based on impressions. This format has the lowest CPM among awareness-focused video ad formats.
Non-skippable mid-roll ads: Ensure potential customers watch the entire ad content.
How to use it: Non-skippable mid-roll ads are 15 seconds or less ---- How you’re charged: Non-skippable mid-roll ads use a Target CPM bidding strategy, so you pay based on impressions
Masthead: Reach more potential customers in less time by displaying your ad at the top of the YouTube homepage feed.
Use it when: Use mastheads if you're looking to raise awareness of a new product or service, or if you want to reach a large audience in a short period of time, such as during a promotion
How to use it: Featured videos in the masthead will automatically play in silent mode at the top of the YouTube homepage feed for up to 30 seconds. After the main video automatically plays, the video thumbnail will be displayed by default. Clicking on a video or thumbnail will take users to the video's YouTube watch page
How you're charged: Because mastheads can only be served on a reservation basis, you'll pay on a CPM basis
Bidding buying experience: you can choose from skippable interstitial ads, bumper ads, non-skippable interstitial ads and in-feed video ads
When it comes to building brand awareness, research shows that a mix of ad formats is ideal because it can: Achieve greater brand awareness lift Improve ad recall Improve return on investment Expand coverage Make CPM more cost-effective
The goal is to expand your reach affordably: The right ad mix for you is skippable in-stream ads and bumper ads, which combine to achieve the greatest possible reach for the lowest possible budget
The goal is to cost-effectively drive awareness: The right ad mix for you is skippable mid-stream ads and non-skippable mid-stream ads, which work together to maximize reach and video views
The goal is to expand reach in a popular way: the right ad mix for you is masthead ads and non-skippable in-stream ads, which combine to maximize reach with trending content
best implementation practices
When selecting Brand Awareness and Reach as your campaign goal, you'll need to select a campaign subtype. Use the criteria above to determine the most appropriate subtype options for your campaign; note that the Skippable Mid-stream, Bumper, and Non-skippable Mid-stream subtypes have been integrated into Video Reach campaigns to help Reach more unique users at the same or lower cost
Get guidance from your Google team on how to use Reach Planner to use the right mix of awareness ad formats for your market and goals. Then assign a corresponding budget to each campaign
Leverage multiple formats to maximize awareness. Benefits include lower overall CPM and increased unique reach
To optimize for awareness, use the CPM bidding strategy for your campaign
Plan awareness-raising video campaigns with Reach Planner
Reach Planner: Planning tool for accurately planning video campaigns on YouTube and video partner sites and apps based on reach data
What are the main advantages?
Reliable unique reach predictions: Reach Planner uses Google’s Unique Reach methodology. Unique Reach has been verified through a variety of methods, including comparison with market research and analysis by leading institutions, global control groups and data collected through questionnaires. Additionally, forecasts calculate gross rating points (GRP), target rating points (TRP), and cost per rating point (CPP) so you can plan in the way you're used to.
Media mix options: You can choose the ad products you want to use yourself, or you can find the right ad products with the help of this tool to target different devices (mobile, desktop, and TV screens), Google's awareness ad formats Make predictions with Demographics or Google Audiences
Latest data: Reach Planner regularly updates data so you can plan your campaigns more accurately. Media plan forecasts are estimated future performance, taking into account your audience, ad settings, ad formats, budget, and pricing model
Note: Depending on your country, TV demographics and YouTube demographics may not be included in media plan forecasts.
When to use Reach Planner
Strategic Planning: The first step in planning your campaign is strategic planning, where you need to develop a deep understanding of your target audience. You can do this using tools like Google Trends, Google’s new “Rising Retail Categories” site, Google’s “Find My Audience” site, or any other data analysis tool you’re familiar with
Media Planning: Next comes the media planning stage. This is where the Reach Planner comes in handy! You can use Reach Planner at this stage to understand the size and reach of your target audience.
Campaign creation: The final stage is to start setting up the campaign and reporting features in Google Ads.