What is YouTube Advertising?
YouTube advertising happens on youtube.com, not to be confused with YouTubeTV, which is an OTT/CTV option.
Although there are many different types of YouTube advertising the most common type is a video advertisement shown before your desired video.
YouTube ads vary in length with some being as short as six seconds, to skippable ads, which can be any length you’d like, although Google suggests using videos that are less than three minutes in length.
Types of Advertising
(skippable after 5 seconds)
( Bumper Ads - 6 seconds are shorter )
In-Feed video ads
( formerly known as Discovery Ads )
or Home Feed
(display, overlay and banner ads )
of Home Feed
All YouTube ad formats are charged regularly, as in, when the page loads and your ad is on youtube.com it is charged, EXCEPT in TrueView in-stream ads.
TrueView in-stream ads are one of the most common advertisements on YouTube. They are the ads that appear for 5 seconds before a “skip” button appears. If a users watches the 5 seconds of your ad and then presses “skip” you get that impression for free.
With TrueView ads you are only charged if a user watches 30 seconds, or the duration of your ad if shorter than 30 seconds or engages with your ad. An engagement would be a click to your website or a click on a call to action overlay on the ad.
YouTube has an amazing reach. It has over 2.5 billion active users as of 2022, in a study done by
YouTube advertising can be tailored to fit almost any audience you’re looking for. Using demographics, layered first or third party audiences, contextual, keyword, or specific channel targeting the amount of audience targeting is nearly endless. The targeting capabilities, as well as the numerous campaign options make YouTube a great choice for any marketing budget.
Where Will My Ad Show Advertising?
YouTube ads will show on YouTube.com and if desired on other websites where a YouTube video is embedded. In recent years your ads can also show up on YouTube TV channels. We are able to see which YouTube channels they show on. Much like display and video campaigns with blacklists, we are able to do the same things with YouTube, but instead of blacklisting websites, we blacklist YouTube channels. You are also able blacklist or exclude keywords. Since any content can be uploaded to YouTube, there is a lot of undesirable content that your brand might not want to be on. Instead of individual blacklisting or excluding channels, you are also able to choose certain categories your ads will play on/be excluded from, such as: Beauty & Fitness, Games, and Sports, just to name a few.
Another great way to exclude some undesirable traffic is to exclude keywords. You may not want your advertisement to show on kids content, but the amount of channels there are for kids content is daunting. Instead you can use negative keywords like “Cocomelon” to prevent your ad showing on Cocomelon related content.
Lastly, but more expensively, you are able to target specific channels. For example, if your company sells NBA licensed merchandise, you’re able to specifically target NBA related Youtube channels such as NBA, NBA on ESPN, House of Highlights, etc. Through YouTube channel targeting, you can ensure that your ads are seen by the correct audience.
While having a channel can be beneficial, it’s not mandatory. Ads can be created and run independently.
YouTube offers a unique video-focused environment with extensive reach, making it ideal for brand storytelling and visual engagement.
Budgets can vary widely, but there are options available for every business. Cost factors include ad type, audience, and goals. Contact our team to help you get the most out of your advertising investment.