Video Advertising assessment study guide

About reserved media placements on YouTube

As an advertiser or ad agency, you can buy placements on a reservation basis--instead of through the Google Ads auction--when you want to pay based on the number of impressions (also known as cost-per-thousand impressions) or per day (cost-per-day). Reservation campaigns also let you buy impressions at a fixed rate.

Advertising on a reservation basis is best for promoting brand awareness, for instance, if you're trying to enter a new market, offering a new product or service, or re-branding a product or service.

About reservation campaigns

Google's advertising team implements reservation campaigns.

Here are a few things to keep in mind:

  • Reservation campaigns have minimum spend requirements.
There are campaign line item minimums and media plan minimums that vary by country. Contact your Google sales representative for more details. 
  • Advertisers booking Masthead ads are encouraged to use the Masthead Preview Tool to draft creatives. 
  • Our advertising team can provide you with a campaign performance report and you can then request targeting changes to help improve ad performance.

Benefits of advertising on a reservation basis

  • More control: You can buy impressions at a fixed rate.
  • High visibility: You can guarantee placement of your ad at the top of the YouTube homepage.
  • Brand awareness: You can reach a wide audience. For example, if your client is changing its image or slogan, or targeting a different audience, you can launch a campaign to more people than you might reach via an auction-based campaign.

Buying reservation advertising

Advertisers and agencies can buy reservation advertising on a fixed, cost-per-thousand-impressions (CPM) or fixed cost-per-day (CPD) basis. You can work with the Google advertising team to get a rate estimate and campaign impression goals.

Here are a few things to keep in mind:

  • A CPM campaign has to be booked and creative assets need to be delivered for implementation at least 3 business days before the campaign start date.
  • A CPD campaign has to be booked 3 weeks in advance, and creative assets need to be delivered 3 business days in advance.

Here are the ad formats you can buy on a CPM basis:

  • Standard in-stream: This is a non-skippable format that plays before, during, or after a video. It's ideal if you want to communicate a simple, powerful message and get visibility. It forces the impression and won't accrue views on the video. Standard in-stream ads can be a maximum of 15 or 20 seconds. Those that are a maximum of 20 seconds can run only on long-form videos (10 minutes or longer). Learn more about Video Ads
  • In-stream Select: This skippable ad appears when someone starts a video (pre-roll). It can be up to 60 seconds long, and it's skippable after 5 seconds. This format increments the view count on the YouTube video ad. Whether or not the ad is skipped, the advertiser pays on a CPM basis. Learn more about in-stream video ads.
  • Masthead CPM ad:  This is a video ad that appears at the top of the YouTube homepage. The YouTube homepage is a very important destination for viewers, and the Masthead ad allows you to be first and foremost in that home experience. Buying a Masthead ad on a CPM basis means targeted reach across a campaign with budget and frequency controls.
  • Bumper ads: This is a non-skippable video ad that plays for 6 seconds. Learn more about video campaigns with bumper ads
Here are the ad formats you can buy on a CPD basis:
  • Masthead CPD on desktop: This is an ad that runs on the YouTube homepage. It includes a video on one side and an information panel or a flash/image panel on the other. The flash/image panel can optionally expand/close when someone clicks on/closes it. Learn more about desktop universal video Mastheads
  • Masthead CPD on mobile: This unit appears on the homepage of all YouTube mobile and tablet properties, including the Android native mobile app, the iOS app, and for smartphones and tablets. It features a video thumbnail, channel icon, and customizable headline and description. Learn more about mobile video Mastheads

Targeting ads

Here are the content and audience targeting options for reservation ads that you can buy on a CPM basis:

  • Google Preferred: Google Preferred Lineups are reservation products for eligible clients to target among the top 5% of popular channels on YouTube with the most passionate audiences in a given market. Lineups include only channels. Learn more about Google Preferred.
  • Topics: Advertisers can choose among YouTube video topics. For example, you can run reservation CPM ads on family-oriented content.
  • Interests: Advertisers can target viewers interested in particular things, like sports and hobbies, as evidenced by their browsing patterns and watched content.
  • Affinity audiences: You can reach people who've demonstrated interest in subjects and who are likely to view related content again. This type of targeting also facilitates connection with audiences that are similar to those targeted by offline campaigns.
  • Demographics: You can reach customers who are likely to be within the demographic groups you choose. These groups include age and gender.
  • First position: This layer of targeting can be added to in-stream ads (there's a CPM up-charge). It lets you reserve the first video ad someone sees in a session. This is similar to what happens in TV advertising, when an advertiser pays more to run the first ad of a commercial break.
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