YouTube media purchase options

Auction vs. Reserved Media Buys

There are two ways to place ads onto YouTube:

· Running ads on YouTube that are bid on and priced through the AdWords auction. Many direct response advertisers, with long campaign duration, find the auction to be the most effective way to buy media on YouTube.

· Reserving a placement on the site through a YouTube Sales Representative. Brand advertisers, with strict impression goals, frequently choose reservation buys to ensure they meet their impression goals within a shorter campaign duration.

Auction Placements Available On YouTube Through AdWords

YouTube is part of the Google Display Network and allows you to bid for ad placements with Google's auction, just as you would for placements on partner sites. The winner of the auction pays the minimum amount necessary to outrank the next advertiser in the auction.

As a part of the Google Display Network, YouTube allows advertisers to leverage the AdWords' auction-based system to target specific YouTube content. While most AdWords ads appear on YouTube Watch pages, there are also additional areas on YouTube where your AdWords ad can be shown such as Search and Browse Pages.


If you have a display ad, then your ad is also eligible to show:


· to the right of a video on the Watch Page


· as an InVideo overlay at the bottom 20% of the video being played


· on the Search Results Page



With a Promoted Video your ad can show on:


· TrueView In-Slate


o Watch page


· TrueView In-stream


o Watch page


· TrueView In-Display


o Google Display Network


o Watch Page


· TrueView In-Search


o YouTube Search Results


YouTube Reserved Media Buy


Reserving placements on YouTube is beneficial for advertisers who want to pay a fixed price for a specific placement. Likewise, this method benefits those who want to ensure they're on a placement at a specific time, for a specific duration, or that they're showing against a specific targeting criteria.
Using either our auction system or reservation system, you can ensure that your ads will be shown on YouTube with your key objectives in mind.

Where ads run on YouTube

Ads are placed near videos on You Tube 
While any user can upload a video to YouTube, ads are placed on a subset of these videos. YouTube serves ads near those videos identified as claimed copyrighted content, as well as near videos that are part of the YouTube Partnership Program. This is a revenue-sharing program that allows creators and producers of original content to generate revenue on YouTube.

These partners might be traditional broadcast partners, professional content producers, or producers of popular user-generated content (with thousands of views). Some examples of these include:
• Established Media properties like the New York Times
• New Media studios like Funny Or Die
• YouTube Original Partners like the Vlog Brothers
• YouTube Hits like Charlie Bit Me
All partners must comply with YouTube's terms of use and community guidelines. The YouTube Partnership Program is currently accepting applications for content producers on its homepage.

YouTube Display Advertising Value

YouTube’s global audience makes it the third largest web property. This property has a great deal of value to marketers. YouTube supports various targeting criteria that enable marketers to reach small targeted markets.  Its one-of-a-kind combination of video sharing, video access and video community creates an unmatched engagement. Motion, sight and sound create a physical and emotional involvement w/ content among the audience that is not present in other forms of media. There are two areas of participation for marketers:

1.      Aid discovery and engagement with your video content by promoting your videos on You Tube advertising and hosting them in  a home, or profile page VIA You Tube Channels.

2.       Benefit on the millions of great partner videos already present on You Tube by targeting you Display Ads to relevant videos.

Creators of videos can learn about the assets of their videos’ viewership through an advanced set of measurement tools that include You Tube Analytics. Demographics of the audience such as levels of engagement and performance compared to similar videos are just a few examples of data that is 0vailable. Creators of videos can use this valuable data to drive larger and deeper viewership among a targeted audience.  When used together, these tools and features can create a level of engagement between the You Tube audience and You Tube content that is far superior to the engagement of traditional media. With over 800 million visitors monthly, You Tube offers access to potential and current customers, conveying efficient media targeting to you and your advertisers.

You Tube offers Keyword Contextual Targeting and Target Targeting and additional targeting such as Gender, Age, Location and Language. Due to the massive data You Tube has gathered, additional Audience Targeting such as Remarketing and Interest Category Marketing makes You Tube Unique for deep engagement.

The World’s Largest Video Sharing Community

You Tube has established itself as the world’s largest video sharing community since its launch in 2005. Its fast growth has resulted in a number of benefits for marketers and users.




Benefits for marketers:


· Simple self-service platforms for delivering and measuring the effectiveness of your advertising.


· Access to a large community of users that are highly engaged with the content they are consuming.


· Methods for delivering your message and protecting your brand in safe environments.

Benefits for users:
Ability to engage with a massive community that is already interacting with the content.
Access to the largest inventory of professional and user-generated videos in the world.
Opportunity to participate on multiple platforms, allowing portability of content.


As well as watching a lot of videos (over 4 billion views per day as of January, 2012), users also do a lot of searching on YouTube. Video Search includes a number of behaviors and goals that are different than traditional text search, many of which can have even more value for a marketer distributing a message contained in video. Users perform so many searches on YouTube that it is the 2nd largest search engine in the world behind Google Search.

How Google AdWords Operates

Knowing how AdWords operates requires knowing about keywords, placements, bids, Quality Score and AdRank.

How your ads are triggered to appear

Keywords are phrases and words you select that can trigger your ad to show up in search and on other sites. If you deliver fresh fish, you could use “fresh fish delivery” for your ad to appear in Google search results. Your ad can also appear on other websites, in the Google Network, that are related to fresh fish delivery. List of keywords that are relevant to your service or product show your ad to the people interested in your service or product.

Advertising on no-search websites are “Placements”

Keywords can also trigger your ads to show on other sites across the internet, sites like YouTube and Google partner sites, such as NYTimes.com. These ads are referred to as “Placements.” A placement can be an entire site or part of a site, a text ad or an image ad, all referred to as the Display Network. Google automatically chooses where your ads appear by matching keywords to websites in the Google Display Network. You may also select specific sites (or placements) that your ads are eligible to appear in.

How Google determines which ads appear in which positions.

If multiple advertisers use or “bid” on the same keyword to trigger ads, how does Google determine whose ads will appear and in what order will they appear in? It is an automatic process, known as “Ad Rank.”

Ad Rank is based on a combination of bid, Quality Score (measure of the quality of your site, ad and keywords). The formula for Ad Rank can vary, but always uses bid and Quality Score. You will always pay the lowest amount for the best position available depending on bid and Quality Score. To determine this amount, Google looks at the Ad Rank of the ad in the next position, regardless of your bid, you’ll only pay the minimum needed to beat the advertiser below you.

Setting up currency and time zone in Google AdWords

When you assemble  your Awards account, you'll be asked to pick a currency type and your time zone. You'll only be able to change your time zone once, so choose these settings carefully. They're used to determine how you're billed.

Choosing your currency

You should select the currency that you want to use to pay your advertising costs. In addition, your choice of currency can affect your choices for paying your bills. For example, if you select Euros as your currency, you'll only be able to pay in Euros and you might not be able to use certain credit cards.

Choosing your account time zone

Your reports, statistics, and billing are all affected by the time zone you select. For example, settings such as your daily budget run on a 24-hour schedule. With more than 200 time zones to choose from, an AdWords account can be set for most of the world's standard time zones. We recommend you select your local time zone so your budget cycle ends when your day ends.

All time zones must be in full hour or half-hour increments relative to Greenwich Mean Time. If your local time zone is one of the few offset a quarter-hour from GMT, the AdWords system can't support your time zone. Please choose a different time zone for your account. Time zone selection affects only the administration of your account. Your selection doesn't affect the locations where your ad may show.

AdWords Enhanced Campaigns

Google’s latest upgrade to AdWords, “AdWords Enhanced Campaigns,” alters the way that campaigns are managed across multiple devices. Google has recognized that users are “multi-screeners,” meaning that, or “media time,” is being spent in front of multiple screens, simultaneously including mobile, tablet, laptop and television. This makes it challenging to recognize one device from another. Basically it distinguishes within campaigns, separate bidding for location, time of day and device type, thus employing more intelligent AdWords campaign management.

Search results need to be as relevant as possible for the person performing the search. It’s important to know where the users are, what is the time of day  and what device they are on at that very moment. New AdWords Enhanced Campaigns allow marketers to manage bidding across all devices. This means bidding higher or lower at particular times of day on smartphones. A bid multiplier can target high converting areas. All adjustments can apply to ads and keywords, all in the same campaign.

Less “work-around” campaigns, time or device specific, are necessary with AdWords Enhanced Campaigns. Pay per Click Marketers  in the past, have had to create multiple campaigns to achieve what these new enhancements provide within one campaign. Bidding for local businesses makes more sense with the new enhancements. f people are searching locally, bids could be 40% higher for ½ mile away and 20% more for 1 mile away. A lunch establishment could make bids 30% lower after 2 p.m.

Site links will now have the ability to differ at the ad group level. This has been a need for some time now. Text ad copy can be defined by the links, thereby improving the ability to be relevant. The other major change to extensions is call extension scheduling which allows you to shut off the call extension after business hours.

In regards to separate device bidding, if a mobile user is searching for a retail store, they want the closest location, If the same user is at home on a laptop, they are more likely to want to visit the retailer’s site. Google now will auto-detect AdWords ads based on device. Behavior data has shown Google that Tablet users are so similar to desktop users, they will now be grouped. The result is that some keywords are more valuable to mobile, and some more valuable to home and tablet, optimizing their rewards, Google is the winner again.