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Video Advertising exam study guide

About advertising on YouTube

Between the end of 2013 and the end of 2014, the amount of time that people spent watching video on the Internet grew 38.5%. Every month, more than 1 billion people watch more than 6 billion hours of YouTube video. In addition, more than half of YouTube video views come from mobile devices.

This represents a lot of potential customers, both at home and on the go. And you can decide where and when a video ad shows, and which potential customers see it.

Benefits of advertising on YouTube

Here are some benefits of running video ads on YouTube:

  • Connect with your audience. Video ads can help you connect with potential customers in a unique and memorable way. You can be personal, share your expertise with the world, or put the camera on yourself and explain how your product or service can benefit your audience. Show people why they should care about your product or brand.
  • Reach just the right audience. Reach your customers on YouTube by topics, keywords, or demographics, like "women under 35."
  • Create a video campaign in only a few minutes. Create your account, create or upload your video ad, reach your audience, and you're on your way to telling your story to the world.
  • Measure your success. Figure out if you're reaching the right audience. Check your AdWords account to track views, costs, and budget details. Visit the "Analytics" tab in your YouTube account to learn more about your viewers. For example, you can tell which videos your customers are watching and for how long.

On YouTube, viewers can discover videos in various ways, for example, by searching on the YouTube search page, clicking suggested videos on the watch page, or choosing a video from the homepage feed. This means you can more effectively find people who are searching for you and your brand across YouTube.

Note

Keep in mind that current legal and compliance restrictions prohibit the sale of advertising on YouTube in countries where it's not available. YouTube is localized in 73 countries and across 61 languages.

YouTube and audience engagement

YouTube's unique combination of video access, sharing, and community creates an unmatched opportunity for audience engagement. Sight, sound, and motion can elicit emotional involvement with content that you don't get with other forms of media.

You can facilitate discovery of and engagement (shares, comments, and likes) with your video ads by promoting them via YouTube advertising and hosting them in a YouTube curated profile page.

Video creators can learn an enormous amount about their viewers through a sophisticated set of measurement tools, including YouTube Analytics. Audience demographics, levels of engagement, and performance compared to similar videos are just some of the data available. Video creators can use this data to drive larger and deeper viewership among a target audience.

About TrueView video ad formats

TrueView video ads give viewers control over which advertisers' messages they want to see and when.

Each TrueView ad format appears in a different context, so viewers can interact with each format in a different way. Here's what you need to know:

TrueView in-stream ads

  • When to use this ad format: Use this format when you want your video ad to appear before, during, or after other videos on YouTube and the Display Network.
  • How you're charged: You pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or engages in other video interactions, such as clicks on the call-to-action overlays (CTAs), cards, and companion banners.
  • Where the ads appear: TrueView in-stream ads can appear on videos across YouTube and on video publisher sites, games, and apps on the Display Network.

TrueView video discovery ads

  • When to use this ad format: For an ad (of any length) when people are searching on YouTube or browsing videos on YouTube and across the web.
  • How you're charged: You’ll be charged when a viewer clicks your ad and begins watching your video.
  • Where the ads appear: TrueView video discovery ads can appear next to related YouTube videos, on YouTube search results, and on the YouTube mobile homepage

Reaching potential customers

YouTube and the Display Network offer a variety of ways to reach particular audiences:

  • Keyword contextual targeting: You can use keywords that will help match your ads to web content. This works just like contextual targeting on the Display Network, and applies to both the Display Network and YouTube.
  • Demographic: Reach people by age, gender, or parental status.
  • Topics: Reach people based on certain topics.
  • Affinity audiences: Select from interest-based groups to reach potential customers at scale and make them aware of your business. These audiences were built for businesses running a TV ad that want to extend the campaign to an online context at an efficient price.
  • Custom affinity audiences: Advertisers can create audiences that are more tailored to their brands, compared with broad, TV-like audiences. For example, rather than reaching sports fans, a running shoe company might target avid marathon runners.
  • In-market audiences: Find customers who are researching products or services and actively considering buying something like what you offer.
  • Remarketing: Reach viewers based on their past interactions with your videos or YouTube channel. If you've linked a YouTube account to an AdWords account already, we'll create custom ones for you automatically.
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