Youtube advertising
Discussion
I am pretty experienced advertiser with PPC and social media but I am a bit of a loss how to tackle Youtube.
In terms of our advertising objectives, I'm not looking for a one hit boost. Instead I prefer long term programs which can be refined and adapted over time and which basically run on a continuous basis.
Generally speaking Youtube adverts tend to be high/ish quality video, which means more expensive to make. I don't mind spending decent money getting an ad made properly, but from previous experience it will take a lot of effort and suck up a lot of time to get it "right".
For Youtube, I am imagining after 2-3 months the target audience will have seen the video and so it will start to lose its effect and could even feel a bit tired. At least this is my experience when I see a "funny" advert - even if I initially give it some interest a few weeks down the line it's boring.
So to avoid this problem, I am thinking I would need to create a schedule where I would be making a new Youtube advert every 2-3 months. That's starting to feel like a big time commitment, even putting aside the costs.
So I'm wondering if there are any Youtube advertisers who have faced this issue or people have any views on how they would approach this?
In terms of our advertising objectives, I'm not looking for a one hit boost. Instead I prefer long term programs which can be refined and adapted over time and which basically run on a continuous basis.
Generally speaking Youtube adverts tend to be high/ish quality video, which means more expensive to make. I don't mind spending decent money getting an ad made properly, but from previous experience it will take a lot of effort and suck up a lot of time to get it "right".
For Youtube, I am imagining after 2-3 months the target audience will have seen the video and so it will start to lose its effect and could even feel a bit tired. At least this is my experience when I see a "funny" advert - even if I initially give it some interest a few weeks down the line it's boring.
So to avoid this problem, I am thinking I would need to create a schedule where I would be making a new Youtube advert every 2-3 months. That's starting to feel like a big time commitment, even putting aside the costs.
So I'm wondering if there are any Youtube advertisers who have faced this issue or people have any views on how they would approach this?
YT is a global platform so can you sell to a global audience? Think about how anyone will even know it exists, what are you going to do or can you do to put it in front of people?
If you just make just an advert it won't be effective, try something showing your expertise or the benefits of your products. Funny videos are great but require very good execution (like dollar shave club).
If you just make just an advert it won't be effective, try something showing your expertise or the benefits of your products. Funny videos are great but require very good execution (like dollar shave club).
Frimley111R said:
YT is a global platform so can you sell to a global audience? Think about how anyone will even know it exists, what are you going to do or can you do to put it in front of people?
If you just make just an advert it won't be effective, try something showing your expertise or the benefits of your products. Funny videos are great but require very good execution (like dollar shave club).
I would be restricting the advert to mainly the London and the South East. Objective of the ad is to drive website traffic. If you just make just an advert it won't be effective, try something showing your expertise or the benefits of your products. Funny videos are great but require very good execution (like dollar shave club).
Just to put in context, I spend circa £100k / month on existing PPC and other advertising, hence why I'm thinking about trying Youtube.
My main concern about the video advertising is people getting bored by it about a few weeks. In other advertising it is fairly easy to change the advert. But with making a Youtube ad, the time and costs are much more involved.
My current thinking is that I should make a one off video as a test. From that I can judge the costs and assess initial visitor engagement.
If that looks reasonable, I would commit to getting a concept created that could be used for a series of ads. Then I would make the first one of these ads before testing again. If that continued to look cost effective and can then go and make another 4-5 in the series. This would give me 18 months coverage, by the time I had rotated them a bit.
My current thinking is that I should make a one off video as a test. From that I can judge the costs and assess initial visitor engagement.
If that looks reasonable, I would commit to getting a concept created that could be used for a series of ads. Then I would make the first one of these ads before testing again. If that continued to look cost effective and can then go and make another 4-5 in the series. This would give me 18 months coverage, by the time I had rotated them a bit.
It totally depends on the product/market, but if I was doing this I'd maybe be looking at content creators first. I've noticed more and more using some basic and some quite sophisticated ways of promoting 3rd parties within their actual videos. Squarespace, Dollar Shave Club, Audible etc. No production costs and easy to test across different creators.
I work in the wider marketing world but YT isn't something we do, for much the same reasons as you note. I think the days of the traditional leading ad are numbered though- too easy to block. I'm sure YT are onto that and I guess they still make their bit from the 'naturally' embedded type somewhere along the line.
I work in the wider marketing world but YT isn't something we do, for much the same reasons as you note. I think the days of the traditional leading ad are numbered though- too easy to block. I'm sure YT are onto that and I guess they still make their bit from the 'naturally' embedded type somewhere along the line.
technodup said:
It totally depends on the product/market, but if I was doing this I'd maybe be looking at content creators first. I've noticed more and more using some basic and some quite sophisticated ways of promoting 3rd parties within their actual videos. Squarespace, Dollar Shave Club, Audible etc. No production costs and easy to test across different creators.
I work in the wider marketing world but YT isn't something we do, for much the same reasons as you note. I think the days of the traditional leading ad are numbered though- too easy to block. I'm sure YT are onto that and I guess they still make their bit from the 'naturally' embedded type somewhere along the line.
Agree with your point about the potential value from partnering with content creators. It's an interesting area and something at the minute I don't know a lot about.I work in the wider marketing world but YT isn't something we do, for much the same reasons as you note. I think the days of the traditional leading ad are numbered though- too easy to block. I'm sure YT are onto that and I guess they still make their bit from the 'naturally' embedded type somewhere along the line.
Also agree on your last point. Ad blocker is the first thing I insist is on every PC in the office. I guess this is why Youtube encourages more usage of their app for mobile devices.
I would say, as someone who publishes and watches on Youtube, that your
targets will be bored of an ad within a few weeks, if that, not 2-3 months.
I would also say that 5 seconds is your target, dont expect anyone to NOT click "skip"
Aside from my IT role that I am winding down, I offer videograpy and editing services, and am actively looking
to step up my activities in this area, and take on new editing and shooting contracts.
I have recently invested in new 4K equipment.
I would suggest instead of having one longer ad made every couple of months, that you have a series of short ads
scripted and shot at the same time. This way you can run the set (say 4-6) ads in rotation and this may well
see you through a 3 month period without a noticeable drop-off in click-throughs.
Obviously it depends on your budgets etc, but please feel free to fire me an email on hello@digital-lightcraft.co.uk
(I know, my website needs updating, working on it this week!!) - Peter Wright
targets will be bored of an ad within a few weeks, if that, not 2-3 months.
I would also say that 5 seconds is your target, dont expect anyone to NOT click "skip"
Aside from my IT role that I am winding down, I offer videograpy and editing services, and am actively looking
to step up my activities in this area, and take on new editing and shooting contracts.
I have recently invested in new 4K equipment.
I would suggest instead of having one longer ad made every couple of months, that you have a series of short ads
scripted and shot at the same time. This way you can run the set (say 4-6) ads in rotation and this may well
see you through a 3 month period without a noticeable drop-off in click-throughs.
Obviously it depends on your budgets etc, but please feel free to fire me an email on hello@digital-lightcraft.co.uk
(I know, my website needs updating, working on it this week!!) - Peter Wright
Edited by Flat-6 on Monday 26th March 13:07
Edited by Flat-6 on Monday 26th March 13:29
EddieSteadyGo said:
technodup said:
It totally depends on the product/market, but if I was doing this I'd maybe be looking at content creators first. I've noticed more and more using some basic and some quite sophisticated ways of promoting 3rd parties within their actual videos. Squarespace, Dollar Shave Club, Audible etc. No production costs and easy to test across different creators.
I work in the wider marketing world but YT isn't something we do, for much the same reasons as you note. I think the days of the traditional leading ad are numbered though- too easy to block. I'm sure YT are onto that and I guess they still make their bit from the 'naturally' embedded type somewhere along the line.
Agree with your point about the potential value from partnering with content creators. It's an interesting area and something at the minute I don't know a lot about.I work in the wider marketing world but YT isn't something we do, for much the same reasons as you note. I think the days of the traditional leading ad are numbered though- too easy to block. I'm sure YT are onto that and I guess they still make their bit from the 'naturally' embedded type somewhere along the line.
Also agree on your last point. Ad blocker is the first thing I insist is on every PC in the office. I guess this is why Youtube encourages more usage of their app for mobile devices.
Spidersleg said:
Has anyone ever watched a full advert on YT? It's either adblocked or you're hitting the skip button for 5 secs til it works.
Only ads I've watched are the 5 second ones, as they get the entire message accross in that brief slot. Given their (protocase) product was about making things quickly, it seemed fitting that their ad was very quick too.If you have a great idea for your youtube channel that I think it's a great opportunity to get some money. I read many information about youtube on https://datapo.com/en/list/countries/united-states... website. Do you know that at 1st YouTube was started as a dating site. And per the latest statistics more than 1 billion people around the globe use YouTube — i.e. one-third of people on the Internet. Amazing!
Edited by Greys0n on Friday 27th April 08:07
Sell me cake said:
I have ad block on so never see adverts on youtube, same with my kids.
Maybe it would be better to spend the money elsewhere?
I am similar myself - I use an adblocker religiously. Maybe it would be better to spend the money elsewhere?
However, lots of people don't - Youtube ad revenue in the US is currently around $4bn. So it is massive advertising platform and one I am keen to evaluate, hence my original question
Sell me cake said:
I have ad block on so never see adverts on youtube, same with my kids.
Maybe it would be better to spend the money elsewhere?
I think adblock is only on PC etc. Mobile devices and Youtube thats built into a tv cant be blocked without going to a lot of effort, as far as i know.Maybe it would be better to spend the money elsewhere?
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