YouTube Ad Formats
YouTube supports a wide range of ad formats and targeting options. Advertisers don't have to have video inventory to advertise on YouTube.
1.You can get started with as little as a simple text ad targeting the Google Display Network.
2.YouTube also enables advertisers to leverage their video assets through the following formats:
◦In-Stream ads: Video ads that can be up to 30 seconds long, and appear before a user watches a video on YouTube. Similar to display ads, users can click on an In-Stream ad or a click-to-play video ad in order to be taken to an advertiser's website. Learn more about In-Stream ads.
◦Promoted Videos: Ads that enable owners of video content to promote their videos on YouTube and the Google Display Network through a dynamic, auction-based marketplace. Learn more about Promoted Videos.
3.For advertisers without video assets, we support the following display ads:
◦MPUs: (Mid-Page Units) 300x250 display ad, which appears to the right of a video.
◦InVideo ads: 480x70 display overlay ad, which shows while a video is being played.
YouTube Page Types
There are multiple ad placements on YouTube that are available either on a reservation basis, or through the AdWords auction. These placements can be used to build maximum reach or provide niche content targeting.
Here are a few examples of the YouTube page types where your ads may show:
•YouTube Homepage: For advertisers who are interested in maximum brand exposure and reach, ad placements on the YouTube Homepage, such as the Homepage Masthead Unit, are a perfect fit. YouTube homepage ads are only available on a reservation basis. This means that a placement may be purchased in advance and advertisers can secure a one-day slot on the YouTube homepage, assuming that the date requested is available. Please contact a YouTube sales representative if you're interested in advertising on the YouTube homepage.
•Search & Browse Pages: Advertisers can target users looking for certain types of content by placing ads on YouTube's search pages and targeting certain categories of searches (e.g. sports, celebrities, etc). Ads can also be placed on YouTube browse pages which highlight all the most popular videos on YouTube. The most common ad formats on these pages are promoted videos which use keywords.
•Watch Pages: YouTube has a large number of content partners who provide the site with premium video content. These content providers can be traditional broadcasters, or YouTube users who create popular, ad friendly content. Advertisers can place ads against this content on watch pages and can target users while they're watching video content, commenting on what they're watching, and sharing videos with friends.
Advertisers who have concerns about user-generated content should note that no ad placement is available against content that is not part of the YouTube Partner Program and deemed suitable for advertising.
YouTube Media Purchase Options
Auction vs. Reserved Media Buys
There are two ways to place ads onto YouTube:
•Running ads on YouTube that are bid on and priced through the AdWords auction. Many direct response advertisers, with long campaign durations, find the auction to be the most effective way to buy media on YouTube.
•Reserving a placement on the site through a YouTube Sales Representative. Brand advertisers, with strict impression goals, frequently choose reservation buys to ensure they meet their impression goals within a shorter campaign duration.
Auction Placements Available On YouTube Through AdWords
YouTube is part of the Google Display Network and allows you to bid for ad placements with Google's auction, just as you would for placements on partner sites. The winner of the auction pays the minimum amount necessary to outrank the next advertiser in the auction.
As a part of the Google Display Network, YouTube allows advertisers to leverage the AdWords' auction-based system to target specific YouTube content. While most AdWords ads appear on YouTube Watch pages, there are also additional areas on YouTube where your AdWords ad can be shown such as Search and Browse Pages.
Using a standard text ad, your ad can appear on the following placements:
•as a text overlay at the bottom 20% of the video being played
•on a Browse Page
If you have a display ad, then your ad is also eligible to show:
•to the right of a video on the Watch Page
•as an InVideo overlay at the bottom 20% of the video being played
•on a Browse Page
•on the Search Results Page
With a Promoted Video your ad can show on:
•Search results pages
•Browse pages
•Watch pages
•Homepage (US only)
•the Google Display Network
YouTube Reserved Media Buys
Reserving placements on YouTube is beneficial for advertisers who want to pay a fixed price for a specific placement. Likewise, this method benefits those who want to ensure they're on a placement at a specific time, for a specific duration, or that they're showing against a specific targeting criteria.
Using either our auction system or reservation system, you can ensure that your ads will be shown on YouTube with your key objectives in mind.
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