On YouTube, there are many different types of ads that can be served on videos. However, to best target the response you want, your YouTube marketing strategy should utilise the benefits of each of these types. In this blog, we will be examining two such forms of advertising: In-stream videos and Discovery Ads.
In-stream video ads take two forms on YouTube, skippable and unskippable. Both of these types of ads are shown at the beginning, middle or end of a YouTube video with the key difference being one type can be skipped whereas the other cannot. Although they are both comparable in many ways, the way in which they try to engage consumers differs. With Skippable-ads there is a much wider array of campaign types that can be attributed to these, including: sales, leads, website traffic, brand awareness, reach, and product or brand consideration. Whereas, non-skippable ads are mainly targeted towards brand awareness and reach.
Discovery ads, on the other hand show up when browsing through YouTube as a site and appear next to video content you are searching for. The aim of this targeting is to attract viewers who may be interested in similar products to their search terms and as a result pop up next to what they search on YouTube.
Both of these ad formats have the ultimate goal of leading more consumers to their brand/product. However, the matter of their approach is clearly different. With In-Stream video ads there is usually a direct approach of advertising positioned towards the consumer. Whereas, Discovery ads try to work in a more subtle way to get clicks. Additionally, costs for both types varies as In-Stream videos are paid based on impressions. Further targeting by cost is also available on In-Stream videos. However, Discovery ads will only charge you when a (potential) customer clicks on the link in your ad.
From this analysis, we can observe that depending on what your campaign strategy is will define what type of ads you want to serve on YouTube. What is your experience with In-Stream ads and Discovery ads? Which of the two are you more likely to click on?