If You’re Not Using YouTube TruView Ads, You’re Missing Out
Youtube’s TrueView for Action ads driving action, the next step from engagement and awareness.
Everyone is on YouTube
Since this pandemic started, I’ve had to spend more time working from home. While working from home, I’ve been an avid Youtuber. YouTube has become my Netflix or cable TV. I have my favorite YouTubers and channels, and I do a little channel surfing every once in and while to see what else is out there. As far as mainstream television, the only thing it has to offer me is maybe NFL football, but even that is becoming available elsewhere.
Even though I’m a millennial, my media consumption behaviors are the standard for generation Z, comprising more than 27% of the U.S. population.
Everyone is on YouTube, from your next-door neighbor, the small business down the street, your professor, your favorite podcaster, and to the corporation that employs your best friend. YouTube offers content that informs, educates, entertains, soothes, and clarifies. It is not surprising that YouTube averages around 2 billion logged-in users every month, with approximately 85% of Google search users using YouTube.
These are just a few numbers that illustrate what I have seen over the past few years. YouTube has become a massive part of American life. The question is, how can you take advantage of this booming platform?
Now, By The Numbers, Again Why YouTube Ads Rock
According to Google studies, more than 68% of 18 to 54 aged U.S. adults say YouTube was a part of their buying decision. That’s around 70 million people every month! Below are a few more stats straight from Google.
- 55% of people search for a product on Google & go to YouTube to learn more.
- 40% of people say they purchased products that they discovered on YouTube
- Youtube has more than 1.68 billion users worldwide as of 2019.
- YouTube users account for 45% of the world’s entire online population.
- Youtube is second only to Facebook as far as the world’s most widely used platforms.
- According to Pew Data, Youtube is the most commonly used online platform by U. S. adults.
- Youtube viewership is exceptionally high amongst those with income levels +100k. Shocking statistic.
- 85% of people in the U.S. that use Google search also use YouTube.
Why Youtube’s TrueView for Action Ads are Made for Driving ACTION
If you’re like me, you watch a ton of YouTube videos. However, you also dont subscribe to any YouTube premium services. That means I see many ads, particularly five sec., skippable video ads and pre-roll, non-skippable video ads.
I’ve found that the skippable video ads present the lowest barrier to entry for YouTube advertising and produce the most immediate results at the lowest costs.
Youtube’s TrueView for Action is a relatively new campaign format available from Google’s YouTube platform. TrueView for Action campaigns use the familiar Skippable In-Stream Ad format. If you frequently watch Youtube, you have more than likely have seen Skippable In-Stream Ads.
The TrueView format has evolved over the last few years to change how video delivers performance marketer’s value.
In the past, TrueView has always been a safe bet for app promotion and shopping, making it easy for marketers to drive downloads and purchases directly from YouTube. However, businesses with other conversions such as signing up for a newsletter, scheduling a visit, or requesting a quote found it challenging to serve video ads and get people to take these specific actions.
TrueView for Action ads solves this issue by displaying a call-to-action during and after your video, encouraging users to take meaningful actions for your business. Your call-to-action can be adapted to your specific use scenario. For example, you can use clear CTA’s such as “Get a quote,” “Book now,” or “Sign up.”
TrueView for action ad types play before, during, or after other videos the user is watching. As with all Skippable In-Stream Ads, the viewer has the option to skip the ad after 5 seconds, so it’s essential to capture the user’s attention from the very beginning of your video.
However, TrueView for Action ads differentiates themselves from standard TrueView Skippable In-Stream ads by using calls-to-action, headlines, and additional features such as site links or lead forms to enhance the ad’s ability to drive leads and other types of conversions.
All other Youtube formats use the cost-per-view bidding strategy. Cost-per-view bidding allows you to set the maximum amount you are willing to pay for your ads’ views. TrueView for Action Ads bid, optimize for and maximize conversions and your cost per conversion.
These bidding strategies utilize Google’s machine learning algorithm to find users who are more likely to action after watching their ads. The automated bidding element saves on manual optimizations, giving you more time for testing and strategic planning.
References:
https://www.statista.com/statistics/266201/us-market-share-of-leading-internet-video-portals/
https://www.businessofapps.com/data/youtube-statistics/
https://www.thinkwithgoogle.com/marketing-strategies/video/youtube-creators-advertising/
