WEBVTT 00:00.170 --> 00:08.840 One part of YouTube ads that is admittedly really confusing is understanding all the different ad formats 00:08.840 --> 00:12.200 where they appear and when to use them. 00:12.200 --> 00:18.980 So in this video, let's look at the official YouTube documentation and let's go over different types 00:18.980 --> 00:25.730 of ads that you can run and go over a few pros and cons of them so that you understand what's right 00:25.730 --> 00:27.310 for your situation. 00:27.320 --> 00:32.720 So as we scroll down here, you see this diagram is broken into four columns. 00:32.720 --> 00:41.510 I actually really find the platform column really helpful because without this it's hard to understand 00:41.510 --> 00:43.700 where my ad will appear. 00:43.820 --> 00:48.110 For example, you see this big ad that appears next to a video. 00:48.820 --> 00:52.780 That big ad can only happen on a desktop. 00:53.330 --> 00:53.950 Aha. 00:54.160 --> 00:57.400 The same thing with this little ad that you've seen. 00:57.400 --> 01:00.140 If you watch on a desktop, there's like a little overlay. 01:00.160 --> 01:01.960 You see it says it's semi-transparent. 01:01.960 --> 01:04.080 I'm sure you've seen those ads on a desktop. 01:04.090 --> 01:07.090 You just kind of click them off, but they don't even appear on mobile. 01:07.090 --> 01:15.040 And this is interesting because if you want YouTube to force ads to appear only on desktop, these are 01:15.040 --> 01:15.880 great options. 01:15.880 --> 01:19.750 Why would you want to have ads only appear on desktop? 01:19.750 --> 01:24.520 Because on desktop users tend to have certain demographics. 01:24.520 --> 01:31.240 Usually more professional people who are using a computer at work would use a desktop, meaning it's 01:31.240 --> 01:33.760 a more lucrative audience or older people. 01:33.760 --> 01:41.680 Also, they tend to be higher spending and also people tend to have a slightly higher attention span 01:41.680 --> 01:49.880 on the desktop and it's easier for them to do things on a desktop because on the phone people get distracted 01:49.880 --> 01:51.320 with messages all the time. 01:51.320 --> 01:56.960 You might be watching a video on YouTube like let's say, if people are watching your ad and then they 01:56.960 --> 02:01.760 get some message and then when they click on some message or whatever else pops up on their phone and 02:01.760 --> 02:03.770 things on the phone can be extremely intrusive. 02:03.800 --> 02:05.810 There's a lot of things popping up all the time. 02:05.810 --> 02:11.870 So your users click on your ad, but then get distracted and typically don't do things that are complicated. 02:11.870 --> 02:19.040 So if you're promoting something that requires paying, sign up multiple step process, then the desktop 02:19.040 --> 02:21.650 is a great option to isolate. 02:21.650 --> 02:25.300 And so these ad formats help you precisely with that. 02:25.310 --> 02:33.170 Now, all the other ad formats you see, if we scroll down, there are desktop and mobile, sometimes 02:33.170 --> 02:36.530 mobile and TV, but mostly they're desktop and mobile. 02:36.530 --> 02:43.010 So one hack, if you want to just target the desktop, that's by selecting these ad formats. 02:43.040 --> 02:49.310 Now the Skippable ad format is the one that you've seen where you basically have a little countdown 02:49.310 --> 02:56.690 and there's a five second countdown before a person can turn off your ad, And this has, according 02:56.720 --> 03:03.800 to YouTube, the biggest potential of being seen anywhere, like TV devices, game consoles. 03:03.800 --> 03:09.410 So this type of ad has the greatest potential to be shown to most people. 03:09.410 --> 03:14.570 In addition to the Skippable ads, I'm sure you've seen some ads that are a little more annoying as 03:14.570 --> 03:15.500 a user. 03:15.500 --> 03:21.820 They are the ones that play for about 15 to 20s, but you cannot as a user, skip them. 03:21.830 --> 03:25.070 That's the Non-skippable video ads. 03:25.070 --> 03:32.330 With this ad, as an advertiser, at least you ensure that people are watching your entire ad. 03:32.330 --> 03:38.990 The main problem with this is that these ads can be very short, so you cannot talk about everything 03:38.990 --> 03:39.410 you do. 03:39.410 --> 03:47.060 This is a very brief ad, and then bumper ads are essentially just branding or really quick calls to 03:47.060 --> 03:47.630 action. 03:47.630 --> 03:49.820 They are up to six seconds long. 03:49.820 --> 03:55.250 So you basically can only say hello, go to this website, sign up done or something like that. 03:55.370 --> 03:57.530 I'm sure you've seen these also as a user. 03:57.620 --> 04:02.210 And lastly, there's another interesting ad format sponsored cards. 04:02.210 --> 04:10.160 These are cards that kind of pop up on the video that display maybe a product that's related to a video. 04:10.340 --> 04:18.560 And this is one of the less common ads that you would see, which as an advertiser actually may be very 04:18.560 --> 04:23.600 interesting because maybe there's not a lot of people bidding against you. 04:23.600 --> 04:30.170 So you may be able to find the way to appear in these ads cheaper, although I have not personally run 04:30.170 --> 04:34.580 these kinds of ads, so I cannot speak from experience about how effective they will be. 04:34.580 --> 04:43.340 But what the goal of this video was is that now you can think for yourself about how does each video 04:43.340 --> 04:49.130 format fit into your advertising strategy and which one should you try? 04:49.130 --> 04:53.780 Because prior to this video, it may have been that this was kind of a blur. 04:53.810 --> 04:56.050 Like where will my ads appear? 04:56.060 --> 05:02.540 Hopefully YouTube takes care of it because many people don't have a clear grasp of exactly all the formats 05:02.540 --> 05:03.560 and where they appear. 05:03.560 --> 05:09.290 But now with this diagram and I'll have the link to this in the resources of this video so you can see 05:09.290 --> 05:15.500 it yourself and always refer to it with this diagram, you'll be able to strategize more clearly. 05:15.530 --> 05:24.560 Like, for example, if you can make a really great powerful ad that's like 20s or less, then the Non-skippable 05:24.560 --> 05:26.390 ads are fantastic for you. 05:26.420 --> 05:31.850 You'll basically only have 3 to 5 sentences to explain and to show something great. 05:31.850 --> 05:37.430 If you have a slightly more long form ad, then you want to use something like this. 05:37.430 --> 05:41.720 But really hook people in the first few seconds before they click off. 05:41.720 --> 05:42.860 And just one last thing. 05:42.860 --> 05:47.990 Keep in mind, these are not all the ads that can be shown, because the one thing that is not shown 05:47.990 --> 05:48.200 here. 05:48.710 --> 05:51.980 Our ads that appear in YouTube search. 05:52.460 --> 05:58.070 Like, for example, if I search for online business, you see the first three results are just ads. 05:58.280 --> 06:04.700 And sometimes the ads appear also in the video form, like the first one might have a little ad icon 06:04.700 --> 06:05.120 next to it. 06:05.120 --> 06:06.050 So there's more formats. 06:06.050 --> 06:13.310 But if you include the search based ads, this covers all the options for ads that you have on YouTube.