Why advertising on YouTube is fundamental to your marketing mix

Why advertising on YouTube is fundamental to your marketing mix

YouTube is at the epicentre of both the creator and distribution sides of the video boom. Did you know connected TV counts for over 50% of ad-supported streaming watch time for adults in the US? This makes it one of the top destinations for advertisers.

Almost 90% of YouTube users believe that YouTube creators give recommendations that they can trust. This Showcases the importance of user trust in the success of activity. It is an undeniable contributor to the customer purchase journey, particularly when users are in the research and consideration phases of the funnel.

Many people are misled into thinking that YouTube is purely used for ‘awareness only’ content however, it drives conversions such as lead generation and sales, too. Especially when you utilise the video for action campaign type.

One of the perks of YouTube activity is that there is no minimum spend requirement. YouTube is an accessible place to advertise for brands of all shapes, sizes, across many industries.

There are a few areas to focus on to achieve optimum results across YouTube activity. We have highlighted those best practices below:

Catchy Creative:

• Attention: Entice and intrigue consumers with an immersive story.
• Branding: Brand early, often, and richly utilising colours, audio and visuals.
• Connection: Connect with consumers through the story or visuals.
• Direction: Ask people to act by incorporating CTA’s.

Creative Guidelines:

• It is best practise to keep your ad length below 45 seconds as video view rates tend to dip dramatically after this point.
• If you decide to run skippable ads which are generally used when driving brand awareness and consideration it is crucial that the first 5 seconds of your video are engaging, lively, and informative.
• YouTube’s own guidance also states to “frame tightly and pace quickly” to make your ad as engaging as possible for users, no matter the device.
• Create ads with the ‘sound on’ in mind, as YouTube users rarely have ‘sound off’.

Youtube ad copy dimensions:

• Between 1 to 5 30 character Headlines.
• Between 1 to 5 CTAs from a pre-defined list which can include ‘Learn more’, ‘Download’, ‘Start now’, ‘Sign up’, and ‘Apply now’.
• Up to 5 – 90-character Long Headlines.
• Between 1 to 5 90 character Descriptions.

Video advertising via YouTube should be a fundamental part of your marketing strategy in 2024 and beyond. The ability to meet potential customers, the cost-effective reach and the full funnel marketing abilities of YouTube make it a must-have element of the media mix for modern advertisers.

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