Display Advertising on YouTube

Communicating the Value of Display on YouTube

Overview and Value of Advertising on YouTube

Why YouTube? The World's Largest Video Sharing Community

In a relatively short period of time, YouTube has quickly become the world's largest video sharing community. This exponential growth has resulted in a number of benefits for both users and marketers.

Benefits for users:

•Access to the largest inventory of professional and user-generated videos in the world.

•Ability to engage with a massive community that is already interacting with the content.

•Opportunity to participate on multiple platforms, allowing portability of content.

Benefits for marketers:

•Access to a large community of users that are highly engaged with the content they are consuming.

•Methods for delivering your message and protecting your brand in safe environments.

•Simple self-service platforms for delivering and measuring the effectiveness of your advertising.

As well as watching a lot of videos (over a billion a day at the last count), users also do a lot of searching on YouTube. Video Search includes a number of behaviors and goals that are different than traditional text search, many of which can have even more value for a marketer distributing a message contained in video. People perform so many searches on YouTube that it is the second largest search engine in the world.

Current legal and compliance restrictions prohibit the sale of advertising on Youtube in countries where it is not available. (As of July 2010, Youtube is available in the following countries: Australia, Brazil, Canada, Czech Republic, Germany, Spain, France, UK, Hong Kong, Ireland, Israel, India, Italy, Japan, South Korea, Mexico, Netherlands, New Zealand, Poland, Russia, Sweden, Taiwan, US, and South Africa.)

The Value of YouTube Display Advertising

YouTube's special user population around the world makes it the third largest property on the web. There's a great deal of value in advertising on a property with this type of reach.

Maximum User Engagement

YouTube's unique combination of video access, sharing, and community creates an opportunity for audience engagement that is unmatched.

Sight, sound, and motion elicit an emotional and physical involvement with content among users that is not available in other forms of media. There are two broad areas of participation for marketers:

1.Aid discovery and engagement with your video assets by promoting your videos (Promoted Videos) and building them a curated home on YouTube (Channels).

2.Capitalize on the millions of great partner videos already on YouTube by targeting your display ads to relevant videos.

Video creators can also learn an enormous amount about their video assets' viewership through a sophisticated set of measurement tools. Audience demographics, levels of engagement, and performance compared to similar videos are just a few examples of the data that's available. Video creators can then use this data to drive larger and deeper viewership among a target audience.

When combined, these features and tools create a level of engagement between the YouTube audience and YouTube content that is superior to the engagement offered by traditional media.

Reaching Your Audience

With more than 400 million unique visitors per month worldwide, YouTube can offer access to both current and potential customers, bringing efficient media targeting capabilities to you and your advertisers.

YouTube offers many of the traditional content targeting options that you're already familiar with:

•Keyword targeting

•Contextual targeting

Because of the rich user data we have available, you can use audience targeting such as:

•Age

•Gender

•Location

•Language preference

For more sophisticated advertisers, we also offer interest-based advertising, which targets users based on their previous web behavior. There are two types of interest-based advertising:

•Interest Category Marketing enables the marketer to target a user wherever they are on YouTube, based on the user's browsing history or video viewing on YouTube. This is a unique targeting capability based on the established deep engagement between video content and video consumer.

•Remarketing allows the marketer to only target ads to users who have visited the marketer's website.

Managing Your YouTube Advertising

Understanding Where Ads Run on YouTube

While any user can upload a video to YouTube, ads are placed on a subset of these videos. YouTube serves ads near those videos identified as claimed copyrighted content, as well as near videos that are part of the YouTube Partnership Program. This is a revenue-sharing program that allows creators and producers of original content to generate revenue on YouTube.

These partners might be traditional broadcast partners, professional content producers, or producers of popular user-generated content (with thousands of views). Some examples of these include:

•Established Media properties like the New York Times

•New Media studios like Funny Or Die

•YouTube Original Partners like the Vlog Brothers

•YouTube Hits like Charlie Bit Me

All partners must comply with YouTube's terms of use and community guidelines. The YouTube Partnership Program is currently accepting applications for content producers on its homepage.