Video advertising on YouTube is different from other platforms like Google or Facebook Ads because of the way a view is counted: You only pay for a view if the user passes the 30-second mark or watches the entire video.
Since this is different and there are a lot of things to consider when starting a YouTube campaign, it might be worth going over what is required of businesses and what your options are.
Let’s take a look at some of the things you should know when looking to advertise on the video platform:
WHAT TYPES OF ADS YOUTUBE OFFERS
There are a few ways you can display your videos on YouTube. Let’s go over the different YouTube ad layouts you are able to run with:
Non-Skippable Video Ads

Non-skippable video ads must be watched before a YouTube video can be viewed. Long non-skippable video ads may be up to 30 seconds. These types of ads can appear before, during, or after the main video.
When a viewer watches the ad the advertisers have to pay and the creator gets paid. If your landing page is set up correctly and your videos are engaging, you will be able to capture leads.
The catch here is every time your ad comes up, you will pay for it. These will typically be used by businesses with bigger budgets!
YouTube TrueView Instream Skippable Video Ads

TrueView skippable video ads allow viewers to skip ads after 5 seconds if they choose. The ads can be inserted before, during, or after the main video.
Instream give the viewer the option to watch your ad or skip it. Once the viewer watches 30 seconds of your video, the creator is paid and the advertisers are charged.
YouTube Display Ads

Display ads appear to the right of the featured video and above the video suggestion list. Display ads may run across all areas of YouTube, except on the homepage.
If a view is interested in your product or service and they see your Display, you should get a click.
YouTube Overlay Ads

Overlay ads are a transparent advertisement that appears on the lower 20% portion of your video. This ad type only appears on desktop and laptop computers. Viewers can also exit the ad at any time. These tend to cause problems as there are false clicks and many YouTubers do not enjoy seeing them.
YouTube Midroll Ads

Midroll ads are currently available for videos over 15 minutes.
These ads are spaced within the video—similar to the way TV commercials roll out during a program. Viewers must watch the ads before they can continue to view the rest of the YouTube video.
Advertisers can insert ad breaks at natural pauses throughout the YouTube video for the better, more streamlined viewing experience. These ads only appear on desktop, laptops and mobile devices.
YouTube Sponsored Cards

Sponsored Cards display content that is relevant to the YouTube video, such as products featured in the video.
Viewers see a teaser for the card for a few seconds, then they can also click the icon in the top right corner of the video to browse the cards. This is available on desktop and mobile devices.
HOW MUCH DOES YOUTUBE ADVERTISING COST?
As a marketer, you are probably assuming that video advertising is expensive, but YouTube makes video advertising pretty affordable. Remember, with YouTube advertising, you pay per video view whether it’s for a full video or 30 seconds.
A typical video ad view costs between $.106 and $.30 per view, depending on your video quality, targeting, and marketing goals.
HOW TO FIGURE OUT IF YOUR ADS ARE WORKING
There are dozens of different metrics you can measure to gauge your video success, but it will truly depend on your business’s specific goals. That said, it’s generally worth at least quickly looking at these video metrics to see how your campaign is doing:
- Views: The number of times people watched or engaged with your video ad. This will help you see the audience you’re reaching.
- Clicks: The number of times people clicked on your video. This can help you understand how engaging your ad is to people who see it.
- Video viewership: This allows you to see what share of viewers completed 25%, 50%, 75%, and 100% of your video ad. It helps you understand where your audience is losing interest. This can also help you understand how you can improve your messaging!