YouTube, a Google subsidiary, has officially
launched Google AdWords
for video. Back in September 2011, Google began testing the beta version
with select advertisers, like UndercoverTourist.com
and Rokenbok Toy Company. Now this
self-service and pay-per-view video ad platform is available to the general
public. The new platform promises to not only bring on larger TV buyers, but
will give small to medium sized businesses the ability to promote content to a global
audience similar to TV.
Types of Video Ads
Google’s four AdWords ad format are
categorized under the “TrueView”
umbrella which includes: in-view, in-search, in-slate, and in-display. TrueView
ads are priced using a cost-per-view model, similar to that of the search ad
cost-per-click. A business only pays when someone chooses to view the ad.
Where Do the Ads Run?
In-stream ads run before, during or
after a YouTube partner video. After five seconds, the viewer can continue to
watch the ad or chose to skip it. In-search ads run alongside Promoted Video
search results and suggestions. In-slate ads play before YouTube partner videos
that are longer than 10 minutes. Viewers can choose from one of three ads to
view, or watch commercial breaks during the video. And finally, in-display ads
run throughout the Google Display Network, which has tens of thousands of websites that reach 98%
of users online.
When Do You Pay?
Before a TrueView in-stream ad is
charged, a user must watch at least 30 seconds of the video ad or watch it in
its entirely –whichever comes first. Since the other three formats use the
cost-per-click model, these ads do not have to be viewed in their entirety to
be charged.
Tracking Results
Video ads make it easy to measure the
effectiveness of a campaign. You can see how many viewers watched the entire
video, visited the website, watched more brand videos and subscribed to your
brand’s Youtube channel.
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