Reaching your audience with online video

Monday, April 23, 2012 | 6:08 AM

Each day, people are turning to online video for news, entertainment, and information. More than 800M unique users visit YouTube each month, and 60 hours of video are uploaded every minute. So it’s no wonder that video ads are one of the fastest growing online ad-formats this year.
Many brands are already using video ads to reach their marketing objectives, from launching a product to building brand awareness. Video ads can not only increase brand recall, but can help your client reach niche or hard-to-reach audiences. In fact, research shows that YouTube and TV ads work better together.

To make it easier to create and manage video advertising campaigns at scale, we’re introducing a number of new products, resources, and tools today:

Google AdWords for video now available to all. Similar to search advertising - where you pay for clicks and set budgets with bids - we created a new model for video advertising. With Google AdWords for video, you only pay when someone chooses to watch your ad and you can create and manage video campaigns from the same platform as your search and display ads. You can create an account and start promoting your first video in less than 5 minutes. With AdWords for video you can:
  • Find the right audience: AdWords for video provides a range of options to reach the right audience. For example, you can promote your video by keyword to appear in YouTube search results, or you can choose to show your ad against content your customers are most interested in - such as sports or music. Connect with your audience on YouTube and the Google Display Network, which includes millions of websites. AdWords for video links to your YouTube account so you can easily start a video campaign with your existing videos.
  • Measure the effectiveness of your spend: On average, we’ve found that YouTube video ads drive a 20 percent increase in traffic to your website and a 5 percent increase in searches for your business (Google Campaign Insights, 2011). With AdWords for video, you can find out how viewers are engaging with your brand during and after they watch your ad. You can see how many viewers watched your entire video, visited your website, stayed on your channel to watch another video, or subscribed to your channel, after viewing your ad.
  • Only pay for engaged views: With TrueView video ads you only pay when viewers choose to watch your ad so you aren’t charged when viewers skip your ad if they aren’t interested or have already seen your video. This means your ad budget is focused on viewers interested in your video. By displaying a call-to-action overlay on your video you can talk about a sale or specific offer to your viewers, share more information about your business, or drive traffic to your website.


Advertiser Playbook and support. To share best practices and tips on how video can be a core part of your client’s business toolkit, we created a YouTube Advertiser Playbook. The Playbook covers everything from creating interesting content to promoting a video with ads. If your client needs help making a video, our My Business Story is a free tool they can use to create their first video. AdWords advertisers can also call our free phone support line, 866-2-GOOGLE, to get started with AdWords for video.

$50 million in free advertising. We’re giving away $50 million in free Google AdWords advertising to help more than 500,000 businesses get into video. If your client is new to AdWords, they can receive a $75 credit when they sign up. To put that into context, with $75 a video campaign can reach more than 1,500 of your client’s most valuable customers on YouTube for one month. Request the free credit here.

YouTube Ambassador program. To recognize business owners that are already using YouTube to grow their business, we’re naming 9 businesses from across the country to our first ever YouTube Ambassador program. These businesses have seen outstanding success in reaching new customers, building a brand, and engaging their fans with video. Hear their stories and learn more about the YouTube Ambassador program.


Hear from GoPro, who built a brand -- and a business -- on YouTube

If your client has a video you want to promote, get started with AdWords for video. And, join our YouTube for Marketers page on Google+ to stay up-to-date on our latest video marketing innovations.

Posted by Baljeet Singh, Group Product Manager, YouTube