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A Review of YouTube Ad Types You May Want To Use In Your Next Campaign

Philip Rucker 0
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In March 2006 YouTube launched advertisements on its website.  Since then, YouTube has turned into a potential source of revenue for millions of individuals around the word.  Whether you are looking to improve your brand exposure, increase the total number of YouTube subscribers you have, or even improve your leads or sales, then YouTube advertising will have all of your needs firmly covered.

If you are new to the world of YouTube advertisements, then you should know that there are three primary kinds of ads you can select from.  While many people love YouTube for the content it provides, few realize that it is the world’s second largest search engine.  What this means for you is that it is the perfect place to not only reach people, but move towards your goals at the same time. Below we cover the 3 types of advertisements as well as their strengths and weaknesses.  As an important note, knowing the 3 kinds of Ad Types is very important regardless of whether you are a content provider or an advertiser.

The In-Stream Ad

Looking to catch a person’s attention immediately?  The In-Stream Ad may be the perfect choice for you.  The In-Stream Ad features for the first 5 seconds of the video.  During this time, there is a button in the lower right that allows a person to skip the commercial after 5 seconds has passed.  Once a person presses to skip past the video, the Ad is done.

The YouTube In-Stream Ad is perfect for those who want to gain a great deal of visibility for their product.  If you are trying to raise money through your videos, know that you make money on what is known as a CPV (cost-per-view) basis.  You will be charged as a marketer or get money as a provider if the video is either able to reach 30 seconds or the video is complete.  With that in mind, the amount you will pay as an advertiser will have a lot to do with how in-depth it is.

This kind of ad is beneficial because it gets the attention of the viewer and forces to focus on the message for a short period of time.  This is the most effective technique when you can make a powerful message in only 5 seconds.  Get them hooked in this amount of time and you will benefit the most from this ad type.  While they may be annoying, the vast majority of users will be more than happy to sit through at least 5 seconds while waiting for their video.

The In-Display Ad

While the In-Stream Ad appears for the first 5 seconds of a video, the In-Display Ad will appear throughout the content on the side of the window.  This kind of advertisement is perfect if you want to catch the attention of a person who is watching the video of the entire course they are watching the video as opposed to the first 5 seconds. While previously less popular, YouTube has taken advantage of native advertising to make the ads blend seamlessly into the rest of the content. A great thing for those looking to advertise, the In-Display Ad is growing in popularity.

The In-Display Ad has a bit more research behind it thanks to its use on other kinds of websites.  A proven technique that helps to draw people in, you will often see this type of ad on things like WordPress.  It can be a static ad or include a brief animation or video depending on what your need is.

So, if you want to advertise over the course of a video instead of the first 5 seconds, then you should definitely go with the In-Display Ad.  While it will always be up, they tend to be easier to ignore than the In-Stream Ad. What you gain is time over attention. Whether this benefits you and your brand will depend entirely on what kind of message you are trying to send.

The In-Search Ad

Last but not least, the In-Search Ad will appear when a particular search query is typed into the search box for YouTube. An In-Search Ad can be seen appearing above the organic listing options.  It will contain an ad box next surrounded by a yellow border.  The links in the In-Search Ad lead to a video on YouTube from the sponsored company.  The end of the video demonstration can include links to the basic website.  Maintaining the same look on the landing page from YouTube ensures that the user experience is preserved.

The In-Search Ad is a great choice when you want people for a very specific topic. It helps to get just the people you want to your website.  While you are casting a smaller net, your pool is also smaller, resulting in more catches as a result.  At the same time, getting to the point with an In-Search Ad can take awhile, leading to some people simply giving up over time instead of clicking all the way through to the website.  In addition, the In-Search Ad can also be easily ignored when people are looking for some highly specific thing in their search query.


It is worth to mention another ad type, however far less useful for most advertisers – that is Masthead. This is a display ad positioned in the center of the homepage just below the menu. It goes without saying that it’s very costly and only affordable to big brands looking for massive gains. I won’t go into details but if you would like to know more read this post covering YouTube Masthead.

A Few Other Notes

Deciding on the right kind of advertisement in YouTube is critical to success.  At the same time, there are a few other things you should consider when expanding your brand, improving awareness.  For example, with a video, your message is only as good as your call to action.  The more clear and straightforward it is, the better.  Make your advertisements stand out but not be too distracting.  People will definitely not click if your ad takes too much away from the overall experience.

If nothing else, experiment.  The more you experiment, the better sense you will get over what works and what does not.  Experimenting with smaller campaigns at first will save you a lot of money over time.  It will help you better focus your attention on the maximum amount of potential gain.  Good luck as you explore the world of YouTube Advertising!


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