Video ads appear on YouTube videos either at the start (pre-roll), in between (mid-roll), or at the end (post-roll). Mid-roll ads can appear on videos that are over 15 minutes long.
Like TV commercials, YouTube ads are spaced within the video. The ads are offered as either skippable or non-skippable. In a skippable video ad, viewers are given the choice to skip the ad after the initial 5 seconds.
The components of a typical YouTube video ad are shown in Exhibit 16.3. They include the skip countdown/skip button, link to the advertiser’s website, share icon usually at the top right, and a channel engagement panel.
The channel engagement panel, which appears on the top left corner of the ad, displays information such as channel name, channel icon, and name of the video. This information appears only if the video creative is YouTube-hosted.
The most common type of video ads on YouTube are skippable ads that advertisers pay for only when viewers watch at least 30 seconds of the ad or the entire ad, whichever is shorter, or when they interact by clicking on a call-to-action (e.g. the link to advertiser’s website).
Skippable ads are referred to as TrueView, so called because users choose to view them on their own volition.
The video ads typically interrupt viewing experiences, and viewers are unlikely to click links to go to the advertiser’s landing page. The ads must therefore work standalone, achieving objectives without relying on any user behavioural/social engagement at the time the ad is aired.
Moreover, since the majority of ads on YouTube are skippable, they need to resonate within the first 5 seconds. Unlike advertisements on TV, YouTube video ads are most effective if they can communicate the essence of their message within those initial seconds. This is easier said than done.
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.
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.