YouTube is one of the largest video platforms where brands are creating presence and sharing videos about the product, demos, testimonials etc. However, the organic reach of YouTube videos is pretty low and it takes lot of time for the videos to rank on the platforms. Hence, many brands resort to paid media campaign on YouTube to popularize the brand through effective video communications.

1. YouTube Advertising
Anandan Pillai

2. YouTube Advertising Agenda
 Premium / Fixed Buy
 Masthead
 Upto 20 secs non-skippable ads
 Auction
 Truview
 Truview for Action
 Bumper
 Outstream
 Ad Sequence

3. Masthead
Rs. 1.4 crores per day
Midnight to Midnight
- 800 – 900 mn impressions
- 10-15 million views
- 150-200 mn unique users

4. Masthead examples

5. Now Masthead also available on CPM
buy mode!
 Multiple marketers can advertise on masthead on same day
 Its only available through leading media agencies in the country
 https://support.google.com/google-ads/answer/9240173

6. How will your Masthead look?
 Preview your masthead with the below link
 https://www.youtube.com/videomasthead/

7. YouTube Campaign Objectives

8. Truview –Skippable in-stream ads
 Unlimited video length
 View is counted after completion
of 30 secs (in case of videos longer
than 30 secs)
 View is counted only after user
watches the full video (in case of
videos shorter than 30 secs)
 Sustenance
 VTRs (25 – 45%)
 CPV (Re. 0.50 – 0.90)
VTR = [(Views/Impressions)x100]
CPV = (Budget spent / No. of Views)

9. Truview for Action –Skippable in-stream ads
 Unlimited video length
 View is counted at 30 secs
 Lead Generation
 Headlines – 15 characters
 CTA – 10 characters
 End screen displays for 5
secs on mobile, 7 seconds
on desktop

10. Bumper Ads
 6 secs videos
 Non-skippables
 Teaser
 Reminder
 Countdown
 Sustenance
 Typically high VTRs
(90% +)

11. Outstream Ads
 Non-Google Inventory

12. Ad Sequence
 Build Interest
 Remind
 Reinforce

13. New Update
Now two consecutive ads play

14. Campaign Objective vs Ad Format
Campaign sub-type
Campaign
Objectives
Skippable
in-stream
Bumper
(6 secs)
Non-
skippable in-
stream
(upto 15
secs)
Outstre
am
Ad
Sequence
Influence
Considera
tion
Shopping Drive
Conversio
ns
Brand
awareness
and reach
Product
Brand
Consideratio
n
Website
traffic
Leads
Sales

15. Campaign Objective vs Bidding Strategy
Campaign
Objectives
Maximum CPV Target CPM Viewable
CPM
Target
CPA
Maximize
Conversions
Brand awareness
and reach
Product Brand
Consideration
Website traffic
Leads
Sales

16. Sample YouTube Advertising Schedule
Objectives Asset type Frequency cap Duration
Teaser Bumper (6 secs) 3 per day 3 to 5 days
Product Launch Instream / Non-
skippable /
Outstream (15 to 50
secs)
3 per week 3 to 4 weeks
Sustenance Instream / Bumper 5 per month 3 to 4 months

17. Campaign structure
 Campaign – Rs. 10,000/-
 Adgroup – Affinity targeting
 Adgroup – Topic Targeting
 Adgroup – YouTube Channels
 Adgroup – YouTube videos
 Adgroup – App Categories
 C1 (Rs. 2,000) -Affinity targeting
 C2 (Rs. 2,000) – Topic Targeting
 C3 (Rs. 2,000) – YouTube Channel
 C4 (Rs. 2,000) - Adgroup – YouTube videos
 C5 - Adgroup – App Categories

18. Thank you