YouTube is an online video distribution site that boasts the largest number of unique users (UU: number of users who visited within a certain period) of any SNS in Japan.
From its launch in 2005 to 2021, it is a large platform that has been used by many users around the world, and has even created a new profession called Youtuber.
As the number of users increases, “YouTube advertisements” that can be placed within videos are attracting more attention.
In this article, we will explain the outline and characteristics of YouTube advertising, which has continued to expand in recent years, and the type of advertising called operational advertising.
What is YouTube advertising?
YouTube advertising, as the name suggests, refers to posting various types of video advertisements on YouTube. The key is to be able to accurately approach your target audience based on the region, user behavior trends, interests, etc.
The major features include the following elements:
When we conducted a detailed survey of YouTube usage frequency and usage time, we found that 79.1% of male users and 88.6% of female users answered that they use YouTube at least once a day, as shown in the chart above.
In terms of time, 59.9% of male users use it for more than 1 hour a day. Female users accounted for 46.3%.
Among SNS users, it can be expected that there will be many opportunities to interact with advertisements because they are used frequently and for a long time.
In addition to being easy to understand, which is the advantage of video ads, another feature is that you can be sure that people will see the detailed targeting and skipping.
- Select advertising menu and use BLS
With YouTube ads, you can select an advertising menu based on the customer’s funnel (an inverted triangular funnel that represents the process a customer takes to make a purchase), allowing you to make appropriate appeals.
The key point is that depending on the placement status of your ad, you can receive a brand lift survey (brand awareness and ad recall) free of charge, which can be used to measure effectiveness and improve your next ad.
What type of advertisement?
There are two types of YouTube advertising: reservation type and operational type.
“Reserved ads” are advertisements that must be reserved in advance and are guaranteed to be displayed, such as “YouTube Select” and “Masthead.”
Programmatic advertising is an advertising menu that allows detailed handling without reservations, such as “Bumper,” which is a 6-second video that cannot be skipped, and “TrueView,” which is a long video.
There are various types of billing, such as “CPM billing” that is added for each number of impressions, and “CPV billing” that is added for each number of views. There are “CPC billing” which is charged for each number of clicks, and “CPV billing” which is charged for each number of conversions, and by using these properly, you can aim for highly effective advertising distribution.
Focus on programmatic advertising “VAS”
“VAS (Video Ads Sequence)” is a video sequence ad that displays several video menus to the same user in a set order.
This is an advertising menu that allows users to watch videos with a story in order from the top of the funnel to the bottom. There are three types of triggers (impressions, views, and skips) that cause the user to take action. In the example above, we have multiple videos prepared for each appeal axis viewed.
This can be said to be an efficient measure that promotes users’ understanding of products and services.
summary
Effective YouTube advertisements that are promising for promoting your company and branding.
The key is to be able to set up detailed targeting and advertising that is in line with the funnel at the current stage.
The key is to take advantage of the overwhelmingly large number of people who come into contact with ads and produce creative ads that are attractive to users and that are easy to understand and resonate with them.