Within video advertising, there are many different ways to buy your advertising space. In this article, I zoom in on the difference between advertising on YouTube and purchasing your advertising space with other video publishers.
Before we go into depth on this topic, it’s good to first understand what we’re talking about. As a video advertiser, you can purchase advertising space with many different video publishers.
With video publishers you can think of:
- VMG (Video Media Group)
The largest amount of video content is on YouTube. According to YouTube, they have more than one third of the total Internet population to users (1 billion users). In addition to YouTube, you as an advertiser can choose to show your video ad to other publishers, such as STER and RTL. What’s the biggest difference between YouTube and other video publishers? This is mainly due to fire safety , targeting and visibility. I will review every point below and share our YouTube experiences.
Difference 1. Fire safety
As mentioned, so there is a lot of content on YouTube. This ensures that many people are on YouTube every day and that increases your potential reach as an advertiser. Because it’s such a widely accepted medium, video content is uploaded to 400 hours per minute. Very nice, of course, but at the same time it also creates a major problem for YouTube. It’s virtually impossible for Google to screen and categorize all newly added content in real time.
Google combines an algorithmic human quality control detection system to find the videos you prefer not to be associated with advertisers. Unfortunately, this system does not work perfectly. As a advertiser, you run the risk of showing videos containing content about terrorism, negative news items, sensitive social issues, and so on. For many brands this is not desirable because of brand positioning.
Because of this risk, large US advertisers like AT & T, Verizon and GSK have chosen to (temporarily) no longer show their ads on YouTube. In response, YouTube has recently invested in increasing brand safety. To what extent this effect will have to prove. Unfortunately for Mercedes-Benz, just too late.
Difference 2. Targeting
Brand security is therefore one of the issues that YouTube has to deal with. Additionally, it’s difficult to reach a specific audience through YouTube. For major consumer brands with a fairly generic audience (e.g., a telecom provider), YouTube is a suitable medium. However, if you want to reach a specific audience, it’s hard to reach this audience through YouTube.
Imagine buying a space for a financial service provider with a highly targeted proposition. Then advertising through YouTube is often too generic. YouTube presents a list of audiences , demographics, and channels , but in practice it appears that relevancy is still far away. As a result, you run the risk that your ad will appear for a piece of content that is not related to your audience. That is, of course, a sore of your budget and can trigger a negative brand experience with the one who sees the ad.
Difference 3. Visibility
Advertising is often expensive enough and as a marketer, you want your marketing budget to be spent as effectively as possible. An important indicator of this is how far your ad is visible. In addition, it is important that your ad is actually “registered” by the viewer. What seems? 73% of the time watched video content and video advertising on YouTube, content and video advertising are not in sight. Viewers often use YouTube content and video ads as “background music” while doing other tasks online. Around the content of television channels there is both more attention and greater focus. That is, less distraction and less multitasking. This is because there are often one or two ads that are displayed before the actual program starts. This makes the ad much more effective than when it is shown in the background.
Other video publishers
As an alternative to YouTube, you can also consider video advertisers to purchase your advertising space (other than programmatic ) with other video publishers. The advantage of this is that you realize a higher degree of fire safety because you can work with so-called whitelists . Using these whitelists, you can specify which programs or websites you want to display the ad and which ones do not. This will make it more clear where your ad is showing. In addition, you significantly reduce the chance that your ad will appear next to content that you’d rather not have.
Also, as an advertiser outside YouTube, you have more opportunities to think within a particular umfeld. Looking back at the example of a financial service provider, it’s a lot more logical to advertise through a medium like RTL Z than through YouTube. This also applies to B2B advertisers. They are more useful to buy on business titles, with the attention team often exceedingly high.
KPIs for video advertisers
An important CPI for many advertisers is the completion rate . This indicates the extent to which the viewer has seen or registered your entire proposition. We have done a test for one of our advertisers. In this we see that watch-out rates are many times higher (+ 350%) with outstream video than in TrueView Instream format within YouTube. This is partly in line with our expectations, as YouTube’s ads are often rinsed. However, it is better for branding purposes if the completion rate is higher. In addition, this also reduces the cost per completed view a bit lower for outstream video.
Visibility, targeting & fire safety
Advertising through YouTube certainly offers many benefits to advertisers. Finally, it is a medium with a lot of active users and it creates a wide range. Depending on your target audience and budget, it may also pay for the alternatives to YouTube. Exercise more influence on your fire safety, other form of targeting and increasing your visibility.