Why YouTube advertising is becoming increasingly important

Megatrend video clip

There’s no stopping the fascination with moving images. In October 2020, youtube.com recorded 34.14 billion visits worldwide. In the German-speaking world, 47 million adult users used the film offerings of the platform, which belongs to Google. From a marketing perspective, it is therefore important to also address the issue of advertising on YouTube. web-netz.de (German only) has compiled several reasons for advertising on YouTube, which we would like to summarize here.

Videos are loved

There are hardly any people who are not fascinated by well-made videos. They can be used to quickly present information to the target group in an appealing way and trigger positive emotions, which in turn stimulate purchases. And since a high number of people are now equipped with powerful smartphones, it is all the easier to get the videos to everybody – at any time of day or night, in any place.

YouTube vs. TV

Next to TV, YouTube is the most important channel for high-reach video advertising. A key piece of evidence for the importance of YouTube is its usage time. From 2016 to 2019, it increased by 70% from an average of 7 to 12 minutes, according to web-netz.de.

How do you reach target groups on YouTube?

The key word is targeting. The easiest way is to promote a specific YouTube channel if it hits exactly the target group you want to reach. In addition, keywords can be worked with by using the search terms that the customer enters on Google. Finally, information of age, interest, etc. can be used to narrow down the target group. Since YouTube belongs to Google, it doesn’t take much imagination to imagine these forms of targeting working smoothly.

Advertising formats in abundance

If you want to take a closer look at ad formats, you should know these terms and take a closer look at the advantages of each format: Bumper Ad, TrueView Ads, In-Stream, Mastheads, TrueView in-Stream, TrueView Discovery, TrueView for Action.

YouTube advertising is affordable

YouTube advertising is not expensive. This is all the more true the more precise the targeting is. If you target a clearly defined small group, you can get by with three-digit amounts per month. Broad-based campaigns, of course, cost significantly more. YouTube offers various billing models and the possibility of cost control. One important parameter, for example, is the cost-per-mille (CPM). This results from the media budget to be used/impressions*1000. If the goal is to “increase the willingness to buy”, only each active call (TrueView) is charged. In addition, there are other approaches to controlling spending.

Do you need to produce your own video footage?

Not anymore. There is now YouTube Video Builder, which can be used to create simple video clips without the need to shoot video.