In a 2014 Huffington Post article, writer Scott MacFarland quoted, "While a picture is worth a thousand words, a video is worth a million." That is the power of video streaming platforms these days. Today, we will discuss YouTube, the world's second-largest search engine, next only to Google. While we already have an introductory blog for YouTube beginners, this article will extensively cover the types of YouTube ads and how to create a successful YouTube marketing campaign.

Why is YouTube the Ideal Place for Advertising?

I found myself pondering the same question and ultimately concluded that YouTube truly is the best platform for your video ads. Here’s why:

1、Viewers are twice as likely to purchase something they've seen on YouTube.

2、Over 70% of viewers report that YouTube increases their awareness of new brands.

3、Viewers are four times more likely to use YouTube compared to other platforms to find information about a brand, product, or service.

Types of YouTube Ads in 2024

Before planning your YouTube ads marketing campaign, it's essential to familiarize yourself with the different types of ads available on the platform.

1、Video Discovery Ads

YouTube discovery ads are displayed on the platform's main pages, including:

• Home page
• Search query results page
• YouTube watch pages as related videos

These advertisements enable individuals and brands to increase their visibility, engagement, and traction by appearing prominently on the pages of the video platform.

2、TrueView In-stream Skippable Ads

These are some of the most common types of ads you'll encounter on YouTube. Advertisers pay for TrueView ads under two conditions:

• Users watch the ad for at least 30 seconds or until it completes.
• Viewers click on the CTA that redirects to the brand’s page.

Sounds like a good ROI, right? According to YouTube, TrueView In-stream Skippable Ads must be between 12 seconds and 360 seconds long.

These ads appear before videos when users click on videos related to the search terms the ads target. Viewers can skip these ads, and advertisers only pay when the above conditions are met. You can learn more in the Google Search Campaign course.

In the image above, the skippable video ad is 3 minutes long with a CTA "Learn to Coach - Book Slot," linking to the advertiser’s page.

Quick Tip: Since these ads are skippable, it's crucial to give viewers a reason to watch the entire ad.

Benefits of TrueView Ads for advertisers:

Using TrueView in-stream skippable ads provides advertisers with valuable insights into ad performance for testing and optimization.

When running ads through your Google Ads account, you'll have access to data on:

• Audience who fully or partially viewed your ad
• Click-through rate (CTR) on the CTA
• Channel subscriptions resulting from the ad

These insights help advertisers make informed decisions about where to allocate their ad budget to maximize Return on Investment (ROI).

3、 Non-Skippable In-Stream Ads

These types of ads can be played anywhere during the video. As the name suggests, the viewer will be unable to skip the ad when it plays. The duration of these ads ranges between 15 and 20 seconds.

These ads do not offer an option to skip.

Additionally, these kinds of ads are displayed for videos that are a minimum of 10 minutes in length. Before the non-skippable in-stream ads are played, viewers will be given a 5-second countdown notification.

These ads are charged on a pay-per-click (PPC) basis.

4、Bumper Ads

These ads, aptly named Bumper ads, appear suddenly during the viewer's video and only last up to six seconds each. They are non-skippable and represent the briefest type of YouTube ad.

Despite their brevity, Bumper ads can effectively promote a brand, service, or product.

5、Overlay Ads

If you prefer a non-intrusive approach to advertising on YouTube, Overlay Ads are the ideal choice. They discreetly hover at the bottom of the video and function similarly to in-stream video ads.

How to start a YouTube Ads marketing campaign?

Now that you are aware of the types of ads on YouTube, it is time to head to the section where we discuss launching a YouTube Marketing campaign.

Over the years, YouTube has simplified the ad campaign launch process that now it will barely take 10 minutes for someone who has very little experience to launch such marketing campaigns.

1. Create a Google Ads Account:You must have a Google Ads account. If you don’t have one, visit the official Google Ads site and create a new account.
2. Select Campaign Type: Choose the option to run your campaign on YouTube.
3. Insert Video Link: Insert the video link on the next screen.
4. If your video is already on YouTube, you can use that； Otherwise, upload a video and unlist it on YouTube to use it.
5. Set Ad Preferences: Select how you want your ad to be shown on YouTube.；Provide the link you want to redirect your audience to when they click the ad；Choose if you want the ad visible only on YouTube or other partner sites and apps as well.
6. Targeting Options: Choose the locations and languages you want to target ；Review impressions, views, and average cost-per-view (CPV) details on the right side of the screen.
7. Set Budget and Schedule: Enter the budget for the ads to run；Select the option that suits you best (e.g., 'Run Continuously' or 'End Date' to avoid overspending).
8. Review and Launch: Preview the entire ad and verify all details.Click on the Next option to proceed.
9. Enter Payment Details: Enter payment details to finalize and launch the campaign.

Once these steps are completed, your YouTube ad campaign will be ready to reach your audience.

Concluding thoughts

In conclusion, understanding the various types of YouTube ads can greatly benefit advertisers. Whether it's skippable ads, bumper ads, or overlay ads, each offers unique advantages in reaching target audiences effectively. For those seeking creative inspiration for their ad campaigns, exploring tools like BigSpy can provide valuable insights and ideas. By leveraging these resources, advertisers can enhance their strategies and maximize the impact of their YouTube advertising efforts. It's not just about knowing the options available but also utilizing them innovatively to achieve marketing goals in the dynamic digital landscape.