YouTube ads are configured in the Google Ads user interface. Through this interface, ads can be targeted on YouTube based on the type of audience the advertiser wants to reach, or based on where the advertiser wants the ads to appear.

Audience targeting methods include:

  • Demographic profiling.
  • Interest profiling: Target people interested in certain topics, even when they may be visiting pages about other topics. Advertisers can select from a wide range of categories, and depending on their objective, they reach out to prospects at different stages of the marketing funnel.
  • Affinity audiences: Where the objective is to achieve salience and sustain interest, the ads are targeted at people who already have an interest in relevant topics. For instance, a car manufacturer may target individuals who are interested in automobiles.
  • Custom affinity audiences: Here the audience is narrowed down to prospects with more finely tuned areas of interest. For instance, energy efficient cars.
  • In-market audiences: targets prospects who are actively searching products and considering buying a product or service. For instance, people searching for energy efficient cars.
  • Remarketing (retargeting): targets prospect based on their past interactions with the advertiser’s videos, TrueView ads or YouTube channel.
  • Content targeting methods let you define where you want your ads to show. These include:

    • Placements: Target unique channels, videos, apps, websites, or placements within websites. Advertisers may target an entire website or just specific pages within the site. Placement options include YouTube channels, YouTube videos, and websites and apps on the Google’s Display Network.
    • Topics: Target YouTube videos, channels or websites related to the topics you select. Ad shows on YouTube to people watching videos about that topic.
    • Keywords: Show ads based on words or phrases that the audience is interested in.
Previous     Next

What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools

Marketing has changed. More so in practical terms, and marketing education is lagging.

The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.

That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.

MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.

The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.

Dare to Play

Dare to Play

Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.

But be careful. There are plenty of toys that masquerade as simulators.

Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.

While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.