Google adds out-stream video to ad opportunities
Video is becoming an increasingly important form of online advertising. Last year, spending increased by as much as 19%. This while the online video supply is relatively limited. Google, which of course already has experience with video advertising on Youtube, is now responding by offering out-stream video on millions of websites that do not have their own video inventory. We list all the possibilities of a video campaign through Google.
When it comes to online video, there are two options: in-stream and out-stream. With out-stream video, the video is placed between the text on a website and not in front of another video, as is the case with in-stream.
In-stream video ads on Youtube and more
1 in 2 Internet users is present on YouTube. That means you can theoretically reach 50% of your target audience with a video campaign on YouTube. Probably the best-known ad format on YouTube is the true-view in-stream ad, which is really just a pre-roll played before another video, but the main difference between it and other pre-roll providers, such as NPO or RTLXL, is that the video ad is skippable by the user after 5 seconds. You only pay when the video ad has been viewed for 30 seconds (or completely if it is shorter) or when it is clicked on. The advantage of this is that you only pay when people show interest in your ad.
In addition, so-called bumper ads are also possible. These are non-skippable ads of up to 6 seconds that are also played for other videos.
More than Youtube
But more is possible. You can show both formats on sites of Google video partners in the Display Network and in this way extend the reach of your campaign considerably. The condition is that these sites themselves have video content for which these pre-rolls can be placed. However, the problem is often that many sites sell their pre-roll inventory directly or that this inventory is limited. That's why Google recently launched a new way to advertise with video in their wide display network: out-stream video.
New: Mobile out-stream video
With out-stream video on the Google display network, your video ad is displayed between text and content on mobile websites and in apps. This makes it a good format for increasing the reach of video campaigns on mobile. Out-stream video ads through Google are displayed exclusively on mobile devices (phones and tablets).
This makes it a good format for increasing the reach of video campaigns on mobile. You only pay when the ad is viewed for at least 2 seconds. Additionally, you can use context targeting to ensure that your video is displayed on relevant websites where your target audience is.
Trueview discovery ads
Finally, on YouTube there is one last option and that is trueview discovery ads. Your video will appear among the search results, in suggestions and on the homepage. You only pay if someone clicks and watches your video, the rest is free exposure. This way you reach people who use Youtube as a search engine by targeting keywords that are relevant to your product. And more and more people are using Youtube as a search engine. In fact, it is the second largest search engine in the world with 3 billion searches worldwide every month.
Fire safety
One possible danger of a video campaign through Google is that brand safety is not 100% guaranteed. After all, your video can be placed anywhere. If desired, we can indicate on which Youtube channels, websites or apps the video ads can be placed, but this again limits the reach of the campaign.
It is good to always keep this in mind with video campaigns through Google, which nevertheless offers good and increasing opportunities to reach your target audience with online video.
Questions about these opportunities or want to know how we can help you with online video campaigns? Then get in touch with our online specialists.