If you need to fix something around the house, entertain yourself to kill time, or find a review on a consumer product, chances are you will end up on YouTube. It never fails, whether you go there directly or a video pops up in the search engine results, YouTube has become the go-to place for videos on any type of subject. Due to this, people are watching a collective one billion hours of videos a day on the platform, and that provides a lot of opportunities for you to advertise your business.
Here are three reasons you need YouTube advertising.
1. YouTube Viewership is Growing
If you are running an ad on broadcast TV, YouTube advertising can be a great complement to your branding efforts. There’s recently been a shift in viewing habits, and YouTube is more popular among 18 to 49-year-olds than broadcast TV. While this may not wholly represent your target market, this group does possess a lot of buying power in any market. Additionally, with advancements in technology, YouTube is being viewed more and more through smart TVs and with the help of streaming devices like Apple TV and Roku than on a desktop computer or mobile device. As a result, the amount of time spent watching YouTube on TV has doubled year over year. Increased viewership and the ease of accessing YouTube across devices points to a growing opportunity for businesses to reach their target market through this channel.
2. YouTube Provides Multiple Ad Options
YouTube does not provide a one-size-fits-all approach when it comes to ad types and engagement. There are multiple ways that you can appeal to your target audience and show them ads that drive the result you are looking for.
The most popular advertising type is the YouTube TrueView In-Stream Ads. These ads appear before or during a video and are skippable after five seconds. Sure, there may be a lot of viewers who skip your ads once they have the option, but the great news is you only pay for ad views when someone watches to the end or to the 30-second mark, whichever comes first.
TrueView discovery ads are another popular YouTube advertising type to reach your audience. This ad type appears in search results or in the related content section when someone is watching a video on a topic that relates to your ad. And, since YouTube is the second-largest search engine, this is a valuable place to be.
A newer ad type that you can take advantage of is bumper ads. These are six-second ads that aren’t skippable that will appear at the beginning, in the middle, or at the end of videos people are watching. These ads are valuable because they can’t be skipped, and they’re extremely short, so viewers will definitely see your content in order to watch their intended video.
3. YouTube Targeting Capabilities Allow You to Reach the Right Audience
YouTube has extensive targeting capabilities to help you reach the exact audience that you want. These targeting methods are broken down into three major targeting categories.
The first category is Affinity audiences; this means your ads work to raise brand awareness among people who already have a strong interest in relevant topics. YouTube conducted 800 Brand Lift studies and found that 65% of YouTube TrueView campaigns drove a significant lift in brand interest, with an average lift of 13%. Whether you are selling home improvement services or the latest in technology, targeting affinity audiences helps you influence their interest in your brand.
The second category is In-Market audiences, which means people are actively looking to buy what you offer.
The third category that YouTube allows you to target is called the Life Event audience. For example, when I got married, one of the first things my wife and I did was buy a new mattress, and YouTube showed me ads based on my behavior on Google. Other life events such as graduation or moving are indicators that a major purchase can be on the horizon.
Get Started with YouTube Advertising
YouTube is a valuable a marketing platform with many different ways for you to reach your target audience, it is hard to ignore the impact that YouTube ads can have on your business. If you need help starting on YouTube, please reach out to us here at ReachLocal.