Page 187 - Social Media Marketing for Dummies

FIGURE 10-4:
The Dove
Portraits video.

Advertising on YouTube

If you’re a marketer at a large brand, you may have the dollars to invest in some
paid advertising tactics. YouTube provides several options based on your
objectives. They categorize the objectives as Build Awareness and Ad Recall, Grow
Consideration and Interest, and Drive Action. For each objective, YouTube recom-
mends different ad formats, specifications, and pricing structures all available at
https://www.youtube.com/ads/running-a-video-ad/.

After you’ve determined your objective, you’re offered ad formats including the
following:

» Home-page ads: This provides the advertiser with a premiere spot on the
YouTube home page in the masthead, as shown in Figure 10-5. More than 60
million unique users go there every day. It’s prime advertising real estate and
can cost upwards of $500,000 depending on the day!
» TrueView Videos ads: YouTube introduced this ad format a few years ago
that allows users to click a Skip This Ad Now button after the user has viewed
the ad for five seconds. With this popular format, advertisers are motivated to
make the first five seconds of their videos particularly interesting.

CHAPTER 10 Creating a YouTube Strategy 171