If somebody told you that you can get a display CTR in whole numbers on inside pages, you would write him off as a chronic bluffer. But let me tell you, that it is true in the case of instream pre-roll ads on YouTube. Am I kidding? Read on...
What are InStream ads? Standard InStream ads are video ads that are inserted before, during, or after the main video and must be watched before the video selected can be viewed. The largest inventory of ads on YouTube reside within those billions of video streams that happen every day. So imagine, if you want to quickly reach out to a vast audience with a 15 or 30 second video commercial, going for the instream ad unit is one of the simplest ways to execute.
Working for Google, I had the opportunity of working on a campaign recently and also looking at benchmarks across different verticals in different regions. Regarding the campaign, we had to take a campaign live in a country separated by thousands of miles and run it only for the last 5 days of the month otherwise we would lose the budget. Within such constraints, one of the easiest ways to reach out to millions of target audience was to target YouTube partner videos with pre-roll video ads or InStream ads. From proposal to execution, it took us 2 days flat! Midway, we found that the clickthrough rates were phenomenal and by the time we finished, we had served all the impressions we promised and ended with numbers I did not see in display advertising for a long time. Remember, a typical display buy runs into millions of impressions and a high CTR means hundreds of thousands of click traffic! The effective Cost Per Click or Cost per unique visitor can be ridiculously low.
How to buy instream ads? For countries where YouTube is launched as a local domain, they can be bought both on a reservation pricing structure through Doubleclick, as well as the familiar auction pricing through AdWords.
So go on, if you want solid performance (reach/traffic) with superb ease of execution (all you need is a 15/30sec YouTube video URL), then YouTube Instream ad unit is the answer. Try it, and you will thank yourself that you read this article.
Happy Pre-rolls!
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