Written on the 24 January 2009 by Altitude Communications
We recently discovered the many advertising opportunities made available to us by popular social networking site, Facebook, and based on the response we received by readers to that article, have followed up with this article – providing advertising information on another popular medium, YouTube.
YouTube is effectively a video sharing website. Users can upload, view and share video clips. YouTube was created in February 2005 by three former PayPal employees, and shortly thereafter, in November 2006, YouTube was bought by Google Inc. for 1.65 billion dollars. Adobe Flash Video technology is used to display a wide variety of user-generated video content, including movie clips, TV clips and music videos, as well as amateur content such as video blogging and short original videos.
Most of the content on YouTube has been uploaded by members of the public, although media organisations including CBS and the BBC offer some of their material via the site. While anyone has access to view the videos, only registered users can upload their own content.
According to YouTube, hundreds of millions of people watch videos on YouTube everyday – more than any other TV network combined.
Similarly to advertising on Facebook, advertisers can target their advertisements directly to specific users depending on the video content viewed. A preview of your advertisement will pop up at the bottom of the screen approximately 15 seconds after the video starts. If a viewer decides to check out your advertisement, he can click on the screen, and once the ad has finished, his video will continue exactly where it left off.
Pricing is slightly different to the norm, in that you only pay each time someone actually clicks on your video. So, you can nominate a budget that expires once you have totalled the equivalent number of views. Because you are paying per view, it’s a good idea to do your research in terms of demographic per video category. If you don’t, you can expect to wind up wasting your money by capturing irrelevant users. Work out beforehand exactly which group your product is targeting.
The exciting thing is that you can create your very own “brand channel”. This is a YouTube page especially for your business, where you can upload videos/advertisements, promotions and competitions. If you make your page interesting, dynamic, interactive and perhaps a little bit controversial, depending on your product/business, you could end up creating a bit of a buzz and people will have a look to see what all the fuss is about.
Make sure before creating your ad that you are clear with YouTube’s advertising terms and conditions. The last thing you want is to spend a great deal of time and money putting a video together and then find out that it’s actually not able to be uploaded due to content bans, incorrect length, etc.
On that note, do put some time and creative thought into your advertisement. You want it to be interesting, dynamic and stand out. You want it to make people want to find out more and be taken to your homepage. Don’t be afraid to experiment with a few different types of ads and see which one attracts the greatest number of click-throughs. You may be surprised!
Increasingly businesses and companies around the world are looking to new mediums such as YouTube for their advertising opportunities, as opposed to more traditional media such as regular TV channels. While your particular client demographic may not be ready for the change (for example, if you sell a product for the retiree/senior market), you can be sure in many cases it will only be a matter of time.
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