Google Ad Innovations-Display Innovations: Lights, Camera, Action!

YouTube Video Targeting Tool (Status: Open Beta):

Google has long since searched for a way to monetize the very popular YouTube. It appears that now they might have found a way with the introduction of a suite of YouTube advertising tools and options It is a fact that millions of YouTube videos are viewed on a daily basis. It is also a fact that this is an advertising market that is yet untouched. Due to the overwhelming availability of advertising space, this is a very cost effective place for advertising. However, because it is so overwhelming, Google recognized the fact that giving advertisers the ability to fine tune their YouTube advertising campaign would be imperative for success.

So what tools and options are available to you? Let’s first talk about ways you can advertise on YouTube. Your first option is the InVideo Overlay ad. This option will allow an advertiser to have a flash media ad appear within a video. Approximately 15 seconds after the video starts, the ad will appear as an overlay and will stay visible for about 10 seconds. If the viewer does not click on that ad within that time, the ad will simply fade away. Another option is to have a more traditional text or banner ad appear on the webpage. This can be a companion ad to the InVideo overlay ad. The third option is also an InVideo ad. However, instead of completely fading out after 10 seconds, a tab will remain throughout the video that allows the viewer to access the ad at any time they deem convenient during or immediately after viewing. With either InVideo option, the video is paused in the background while the viewer watches the ad and resumes right where they left off after the ad is finished.

Now that you know what your options are for types of ads, how do you make sure you’re getting those ads to the right audience? This is where the Video Targeting Tool comes into play. To access this tool, go to http://www.google.com/videotargeting. This tool is an AdWords feature that allows you to fine tune the placement of your advertising within the YouTube market. More specifically it allows you to create a very specific (targeted) media plan. Within this targeting tool, you can create your media plan around specific keywords and select individually among verticals (categories), channels, and even specific movies. As you are creating your plan, you are able to see real-time statistics about popularity and views. This makes this data very valuable to you and your product. Additionally, you do have the ability to create a plan based on demographics. You will want to choose the best filter option based on your product/service and the campaign you wish to run.

Never before has YouTube been able to take their vast inventory and offer it up to AdWords advertisers in such a way that they can comprehensively structure a media plan to positively impact their business. This self-service tool combined with strong advertising options will allow advertisers for any company to preserve brand integrity at a level not achieved before. Still in Beta testing and only available in English, this is a tool we will certainly watch to see if YouTube can finally produce a positive ROI.

BONUS CONTENT:

YouTube Insights for Audience(Status: Open Beta):

This is a tool that you may use as an advertiser but not necessarily in the traditional sense.  Let’s say your company has a YouTube channel.  On this channel, you will have videos and such that you have uploaded.  These videos could contain any sort of content.  They might be commercials, interviews, product mentions, etc.  YouTube Insights for Audience allows you to measure information about the audience interaction with your videos.  You can see quantity views, geographic distribution, age distribution, summary reports, etc.  This is important because it gives you insight into your target audience.

If you discover, for instance, that your YouTube video about AdWords is being primarily viewed by females ages 30-50, then you have information that will allow you to target your audience more clearly.  This tool allows you to gain more insight to the user behavior specifically on YouTube.  You define your audience and then you can see what kinds of videos they like (or don’t).  This is not only another method of Targeting but it may give you some new information about your audience that you would not have gotten otherwise.  To use this feature, you need to have a YouTube account.  Then, follow these instructions:

To see Insights on your own videos, log on to YouTube and click on the “Insight” button under “Account” > “My Videos” > “Insight.”

So, while this particular innovation is open to anyone with a YouTube account, I felt it deserved at least a little mention while we were on the YouTube subject.  The more you know about this vast and popular media rich environment, the better.