Types of YouTube video ads
1. TrueView (In-Stream or Discovery/In-Display)
TrueView video ads come in two forms, In-Stream and Discovery, also called In-Display. In-Stream video ads play before the posted YouTube video. In-Display video ads appear as a sponsored suggested video in the top right sidebar above playlists and YouTube suggested videos.
Both In-Stream and In-Display video ads can be any length since the viewer can decide if he or she wishes to keep watching. In addition, In-Stream ads are skippable with “Skip Ad” buttons appearing after 5 seconds.
Both options are pay per view though views are defined differently for each ad type; In-Stream at least 30 seconds or the full video, whichever comes first; In-Display, as soon as a viewer clicks to watch. Both can link to your site.
Pre-Roll video ads are non-skippable and pay per click. The shorter the better in this instance as most publishers are only offering 15 second videos.
In addition, given the pay per click pricing, 15-second videos are typically less expensive per click than TrueView in-stream ads. While TrueView video ads are best for branding and video views, Pre-Roll ads are ideal for sales campaigns.
The ad platform optimises for clicks while we, of course, continually look to trim the fat and improve the audience.
Bumpers are 6 seconds long, and combine elements of both of the above ad formats: non-skippable, but are pay per view.
They are cheaper per view than TrueView ads, and also offer click-through options. In addition, according to a study conducted by Google, 9 out of 10 90% of bumper ads drove a significant lift in ad recall.
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