#Brandsadvertise on #YouTube because it’s the world’s second most popular #website, drawing .2 billion logged-in visitors a month
If you’re deciding how to allocate your #videoadbudget, #YouTube has the vast reach and #powerfultargeting capabilities that make it an undeniably valuable #platform across the #customer journey.

#YouTubeads aren’t the most intuitive part of your #socialmediaadvertising #strategy. Rest assured that taking a bit of extra time to learn the #fundamentals now is going to pay off in your #ROI later.
Let’s take a look at the main #types of #ads on #YouTube, both #video and otherwise.

1. #Skippable in-stream #videoads
These #adsplay before or during a video (a.k.a. “pre-roll” or “mid-roll”). Their defining feature is that# viewers can choose to #skip them after the first 5 seconds.

As an #advertiser, you only #pay when #viewers choose to #keepwatching past those first 5 seconds. Your #ad must be at least 12 seconds long (though somewhere under 3 minutes is recommended).

You pay when a person has #watched the first 30 seconds or the whole thing, or if they interact with your #ad by #clicking: whichever comes first.
#Sidebar: You’ll see the term “#TrueView” pop up a lot. #TrueView is #YouTube’s pet name for the #payment type where you only pay for an #adimpression when a user chooses to watch it.

Likewise, #B2C online education brand #MasterClass uses #skippable in-stream pre-roll #ads to #promote their #memberships. However, they run long: this one is nearly 2 minutes.

2. #Nonskippable in-stream #videoads
Because 76% of people #report that they #automatically #skipads, some #advertisers choose to run pre-roll or mid-roll #ads that don’t have a skip button at all.

When should you do this? When you’re #aiming for a wide lift in #brandawareness, and you’re confident that your #creativity is strong enough to hold your #audience’s attention for the full 15 seconds.
Note that with #nonskippableads, #advertiserspayperimpression, at #CPM.

3. #Discoveryads
Whereas #instreamads function something like a traditional TV commercial, #discoveryads are more akin to the #ads you see on #Google’s #searchresultspage. (This makes sense when we remember that #YouTube is as much a #searchengine as a #socialplatform.)
#Discoveryads show up alongside #organicsearchresults. So if your #video looks more relevant than the #organicresults, people can choose to watch it, instead.

#Discoveryads include three lines of text along with a thumbnail. When interested people #click on the #ad, they’re sent through to your #videopage or #YouTubechannel.

4. #Nonvideoads
For #advertisers without a #budget for #video, #YouTube offers #nonvideoads.
• #Displayads: appear on the right-hand sidebar, and include an image and text, alongside a CTA with a link to your website.
• In-video overlay #ads: appear floating on top of #videocontent from monetized #YouTubechannels.
In an ideal world, both of these #ad types appear in conjunction with #relatedcontent. Of course, that’s not always the case.

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