There’s no debate that the world is going mobile. Mobile web searches have grown five times over the past two years. YouTube mobile now gets more than 400 million views a day, representing 13 percent of our total daily views.
For advertisers, this opens up more opportunities to reach customers. And in some cases, it can amplify existing campaigns. In a recent study conducted with Nielsen research, we found that promotions perform better together when displayed across multiple screens. In fact, brand recall jumps dramatically to 74 percent for people who saw ads across TV, PC, smartphone and tablets, up from 50 percent for those who saw ads only on TV.
Here are a few ways you can extend your mobile reach with YouTube:
YouTube’s Promoted Video ads on mobile
Do you use Promoted Video ads to reach viewers searching for relevant products and potential customers browsing videos on YouTube.com? You can also use Promoted Videos to reach viewers on the go. Promoted Videos are featured at the top of the video search results on m.youtube.com, YouTube’s mobile platform.
Advertisers pay only when the viewer chooses to watch the video, and all mobile and desktop view counts are summarized into one complete view count on your channel page. Mobile Promoted Video ads are auction-based campaigns that can be managed in your Google AdWords account. All Google AdWords campaigns are opted into “all devices” by default, but creating separate mobile campaigns helps optimize your mobile advertising efforts and the performance of your brand channel.
A Promoted Video ad on m.youtube.com includes an ad thumbnail, title and channel name; similar to the organic video results.
Promoted Video ads have recently joined YouTube’s family of TrueView ad formats. Soon, your Promoted Video ads will become TrueView in-search ads and TrueView in-display ads. TrueView in-search ads show up in display ad units against search results on YouTube, whereas TrueView in-display ads show up in display ad units against suggested videos on YouTube and across website content on the Google Display Network. These TrueView video ads can be set up and managed in any Google AdWords for video account and purchased on a cost-per-view basis.
YouTube mobile in-stream ads
YouTube mobile in-stream ads are 15-second pre-roll ads that appear before the video begins to play. Similar to your desktop experience, mobile in-stream ads may show before videos produced by YouTube partners. In addition to the Android YouTube app, in-stream ads are also available to viewers accessing m.youtube.com from their iPhone.
You can optimize your mobile in-stream ads to reach specific audiences, locations and content. In-stream ads are priced on a CPM basis and can be arranged via ad reservation through your Google sales representative.
Animal Planet used mobile in-stream ads to promote the new season of River Monsters.
YouTube mobile roadblocks
YouTube Mobile roadblocks give brands 100% share of voice on the YouTube home, browse and search pages on m.youtube.com. According to recent Nielsen data, these roadblocks add 17 percent incremental impressions for advertisers.
adidas used mobile roadblocks to complement their homepage masthead ad. Using multiple mobile tactics in addition to roadblocks, channel views jumped 26x over the span of their “adidas is all in” brand campaign.
Mobile brand channels extend your online presence
Many advertisers use banners, background images and gadgets to customize their YouTube brand channels. Extend your brand presence to mobile users by creating a customized mobile brand channel. Accessed through m.youtube.com, mobile channels offer the same high level of customization, including the use of gadgets. You can drive traffic to your YouTube mobile brand channel by running ads on the AdMob network or on m.youtube.com.
YouTube’s AdBlitz brand channel features custom-designed elements which engage our growing mobile audience.
For more information about YouTube mobile ads, connect with your Google sales representative or visit www.youtube.com/advertise/mobile.html.
Posted by Nicky Crane, Product Manager