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.
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