YouTube is one of the most popular channels on the internet. YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S. Over half of YouTube views come from mobile devices. With that many eyes focused on YouTube, it is a ripe vehicle for advertising.
Advantages of Advertising on YouTube
YouTube has “pre-roll” ads that play before the user selected video plays and video ad that appear beside videos playing and in the search results. You can set a daily budget to control how much you spend. Plus, you only pay when someone watches it. If a user skips the ad before 30 seconds, then you don’t pay. YouTube also has built in analytics to measure the performance of your ad.
Google recently announced plans to improve the advertising experience; some are available now while others will be implemented throughout the year.
Targeting
Advertisers can target YouTube ads based on information in a viewer’s Google account. This goes beyond demographic data to include search history and previous engagement with the advertiser.
Advertisers can reach potential customers using keywords, demographic by age, gender or parental status, topics, custom audiences and remarketing.
Users First
Users will be able to control advertising. If a user blocks an ad on Google search then the advertiser will also be blocked when the user is on YouTube.
Significance of Mobile
Google has already prioritized mobile first; where the mobile version of the site is the priority index of content for the site. So, it is no surprise the mobile focus is also being applied to YouTube.
This transition means phasing out advertiser use of cookies and pixels. After all, these technologies were not designed for the mobile environment. Google is looking to build solutions that work across screens to help advertiser’s measure campaigns across devises. Google is developing a cloud-based measurement solution to provide advertiser insights and protect both privacy and security across Goggle and YouTube.
As Google starts implementing these changes in the upcoming months, website owners and advertisers will have more options to narrowly target their advertising campaigns. For more information on preparing for mobile-first and PPC advertising and for all your website’s design questions, contact Paveya today!
