B2B YouTube advertising is a unique alternative to regular display advertising, offering focused, hyper specific targeting opportunities at the top and bottom of the sales funnel. The trick to doing B2B YouTube advertising is understanding how to create and target audiences. In particular, the real advantage comes in working with an intent audience, which can be built in the regular display network, but better leveraged on YouTube, where you can target people who have searched for a particular keyword on any Google property.
With AdWords, YouTube account managers can collect data on full and partial ad views, whether videos generate channel subscriptions, click-through rates for calls to action, views from users who share content, and views of other trademarked content. Can be attributed to the person who originally viewed the video ad. YouTube Display Ads allow businesses to identify KPIs through paid visual impressions next to the platform’s video player. As mentioned above, YouTube ads allow business owners and brands to promote products and services through animated (or non) banner ads placed next to the platform’s video players.
Types of YouTube ads
If you want to have your service or product promoted in video format, sponsored listings are the perfect type of YouTube ad. For example, some YouTube advertisers use this format to increase brand awareness by creating longer promotions to introduce their company to new viewers and additional splash ads to reinforce the brand message.
A display ad is a type of YouTube ad that doesn’t appear as a video in the content the user wants to watch. Standard display ads are static or animated images that can appear in Google Properties, often right in the top right corner of a YouTube video. Overlays are small static images that appear as an overlay at the bottom of the video. What’s also great is that these ads can appear on the search results page, video watch page, and YouTube home page, which gives them some exposure. Overlays show text and images on top of content, usually video. These ads can be static with a single image, or animated with multiple images, videos, or variable text (also known as rich media ads). YouTube ads are video ads that appear before, during, or after a video. These are useful to include in your YouTube ad set because they are cheaper than other ad units, such as those that appear before or during a video.
Display ads appear to the right of the featured video and contain an image and text, as well as a call to action with a link to your website. This includes In-Video Overlays which are transparent banners that overlay the bottom 20% of the YouTube video players. Overlays appear when users start playing videos from YouTube monetized channels.
Benefits of YouTube B2B advertising
Hyper-granular targeting also means that you can more effectively retarget people who have visited your properties or consumed your content. By meeting these prospects when they are in an exploratory frame of mind, as many are when consuming video content, you are perfectly positioned to turn them into leads or revenue-driving customers.
You can remarket to YouTube Ads viewers (or even channel visitors) with additional YouTube ads or display ads. With Google Ads, you can target your display ads to, on, or near YouTube pages. While not as popular as their counterparts, display ads can help your business reach its advertising goals.
Another one of the benefits of advertising on Youtube is the ability to show ads tailored to your audience based on a prediction of the mood of the video being watched. Display advertising allows you to draw attention to messages, images, videos and corporate identity of your company.
Show ads on YouTube channels relevant to your keywords, targeting users based on the type of content they consume. Use YouTube ads to re-engage users on your remarketing lists and direct them to your website for maximum conversion potential.
B2B YouTube advertising will help you:
- Create complete YouTube strategies and campaigns, including:
- Targeting
- Budgets
- Content recommendations
- Manage and optimize your YouTube campaigns
- Report on campaign progress
- Set up full ROI tracking
- Connect campaigns to your marketing automation or lead management systems
- Optimize your post-click results
