Advertising on online video content is nothing new to Internet users but the way that advertising and video content is being combined is constantly changing. Not long ago Google’s well-known AdWords system was applied to video content and the TrueView ad system further adapted advertising to user activity. The TrueView system gives viewers more control over the advertisements they see by selecting what they view and when. Since advertisers only pay for ads that are seen by viewers, the money spent on video-based advertising is ultimately more effective. Together, TrueView and AdWords provide advertisers with some powerful promotional tools.
Targeted Spending for a More Responsive Ad Campaign
Giving viewers the option to view or skip past an advertisement results in a more engaged viewer; opting into the viewing experience indicates interest. TrueView ads that occur within the video stream (“in-stream”) can result in click-through rates of 4% or higher. Though this percentage might sound low, the large number of people viewing the ad means that traffic to your website via the advertisement can be considerable.
As stated above, advertisers are only charged when viewers watch the ads. People who are genuinely interested in your advertising content are the ones that will spend the most time viewing it. The click-through rate will be strong and many leads will be generated as a result of all those page visits. Per dollar the money spent on TrueView ads can deliver a more powerful return than other, less responsive, forms of online advertising.
Getting to Know the AdWords Interface
A Google user already enrolled in the AdWords program can use access video-specific tools through that interface. This is where users can enter information such as the campaign’s name, the available budget, location, and other specifics that will identify the ads to the user themselves. This information is not seen directly by the viewer though the settings selected will impact how and when the ad appears.
If you do not have an account with YouTube where you can upload videos, you will need to create one. Doing so only takes a few minutes. Be sure to create an account using the same email address associated with your AdWords account; this will allow AdWords to populate the video section of the interface correctly.
Once your video content is uploaded to YouTube, you can select from a few different ad formats:
- In-search – Your ads will appear on the YouTube search screen.
- In-slate – Users can select which of multiple ads they will watch before their video begins. Once the selected ad begins, it cannot be skipped.
- In-stream – Generally, this advertisement plays before the video begins. Users can choose to skip the ad after it plays for a few seconds. Long videos may have one or more additional in-stream videos that play at periodic intervals.
- In-display – These ads are used within Google’s own Display Network. The appearance of the ad depends on the settings selected by the advertiser and the webmaster.
The AdWords and TrueView systems work closely together to give advertisers flexible and powerful promotional solutions. The many options that the AdWords interface makes available to users allows advertisers to deliver a more responsive ad experience to their customers.
Edward Kundahl, Ph.D., M.B.A.
Ed can be reached at (or visit his websites)
855-943-8736 ext. 101