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Tell Me More: TV Screen Targeting

Our Tell Me More series is designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

Today we’ll be diving into a Google Ads’ newly launched TV Screen Targeting!

WHAT IS IT?

The TV screen device type is a way for advertisers to target YouTube users that are watching video content on television screens. TV screens are the newest addition to Google Ads’ selection of targeting device types, joining mobile phones, desktops, and tablets. Setting your campaign’s device type to “TV screen” offers two distinct benefits:

  • Tailor your YouTube ad for TV screens by using a creative that takes advantage of the larger screen real estate.
  • Set device bid adjustments to optimize your ad bidding strategy towards targeting TV screens.

WHO IS IT FOR?

The TV screen device type is for advertisers that want to target the growing number of cord-cutters across the globe. The new device type targets viewers that are watching YouTube on:

  • Streaming devices like Chromecast and Roku
  • Gaming consoles
  • Smart TVs.

Turning on the TV is becoming a popular way to watch YouTube content, and more of YouTube’s 1.9 billion users will adapt as the cord-cutting trend continues to rise.

WHAT ARE THE BENEFITS?

On average, users watch over 180 million hours of YouTube content on television screens every day. This is a huge amount of content that, until now, hasn’t been optimized to take full advantage of the way video is consumed.

With the new device type, your YouTube advertising campaign will be prioritized to succeed on television screens. This is an entirely new way to reach your audience, who are already consuming relative content on TVs and will continue to do so into the future.

HOW DOES IT WORK?

It’s simple!

  1. Create a YouTube ad that resonates with your audience and is designed for a bigger screen.
  2. When in Google Ads, set your device type to “TV screens”.
  3. Your ad is now fully optimized to reach your audience on television screens!

ANYTHING ELSE I NEED TO KNOW?

Yes! While the TV screen device type is a great way to target television viewers, it’s still important to make sure your brand is targeting the right content on TV screens. Channel Factory has been running YouTube advertising campaigns for Fortune 500 brands for over 8 years.

Contact us today to learn more about our services.

Tell Me More: Display Ads

Our Tell Me More series is designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

We’re going to take a look at one of YouTube’s most popular advertising format, Display Ads

WHAT IS IT?

A display ad is a 300×250 or 300×60 image or animated advertisement that appears to the right of the video player. The ad will be placed right above YouTube’s recommended video sidebar feature, making it right in the viewer’s line of sight as they watch the video or when they are looking for the next video to watch.

Display ads are in prime YouTube real estate, as your ad will be seen without intruding upon the user’s viewing experience. You can also pair a display ad with your video ad to drive your brand’s message home and increase conversions.

WHO IS IT FOR?

Display ads are useful for any brand looking to extend their reach on YouTube, but they’re best for brands that are looking to achieve the following:

  • Increase Website Visits: Display ads are visible to all YouTube viewers. Take advantage of this space by linking to a landing page. Make sure you write a strong, personalized call-to-action that will entice viewers to check out your brand.
  • Boost Awareness: Since your ad appears right next to the video player, it will be seen by all. Even if you don’t have a landing page to link to, your ad will still garner high impressions due to its placement on the page. If you’re looking to increase brand awareness and recall, then display ads are perfect for your brand.
  • Target Desktop Users: Display ads only display on desktops, so you’re out of luck if you’re trying to target mobile users. However, many users still watch YouTube on desktop devices, especially if they are engaging with long-form content.

WHAT ARE THE BENEFITS?

Display ads have some precise benefits for advertisers:

  • Drive Conversions: A catchy call-to-action and eye-popping design is enough to attract the attention of YouTube desktop users as they engage with the platform. Display ads are great for getting clicks to your website and drive conversions.
  • High Impressions: Display ads are placed right where viewers are looking, so impressions will be high. A strong targeting strategy will ensure your display ad is running on relative content watched by your audience, turning impressions into actionable results.
  • Pair With Other Ad Types: Use display ads to complement your video ads. Your display ad will remain on the page after your video ad plays, reinforcing your message and brand to viewers. You can even use the video ad as an introduction, and then pair it with a display ad to generate clicks to your website to learn more. There’s plenty of room for creativity with display ads!

HOW DOES IT WORK?

Launching a display ad campaign is simple! First, create an ad with the following requirements:

  • 300×250 in size (or 300×60 for YouTube Reserve companions)
  • PNG, JPG, GIF, or HTML5 format
  • If you create an animated ad, it must be no longer than 30 seconds long

And that’s it! Now that you have your display ad ready to go, you’re only a few clicks away from launching your campaign.

ANYTHING ELSE I NEED TO KNOW?

Yes! Display ads are powerful for driving clicks and getting eyes on your brand. However, you don’t want to waste impressions by running on content that is unrelated to your company.

Here at Channel Factory, we have over 8 years of YouTube advertising experience, with expertise in content targeting, brand suitability and high performance on brand KPIs. If you’d like to learn more, contact us today!

Tell Me More: Brand Suitability Flagging Techniques

Our Tell Me More series is designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

Today we’ll be exploring three different techniques for brand suitability flagging: viral content flagging, sentiment filtering and audio transcripts.

WHAT IS IT?

Brand suitability became a legitimate concern for advertisers about a year and a half ago when brands were seeing their ads run on terrorist, pornographic and generally unsafe content. Brand suitability is especially a concern for advertisers on social media.

  • A recent study showed that 94% of advertisers are still concerned about brand safety, and almost half of respondents think platforms like YouTube and Facebook aren’t doing enough.

Brand suitability on YouTube is a shaky tightrope to walk because all content is user generated. While many brands use popular inclusion and exclusion list features to completely outlaw any obviously risky content and approve of safe ones, the fact that anyone can publish any video at any time with little to no restrictions means that even the safest of content creators could cause a brand suitability scare every once in a while.

For this post, we’ll go a little bit outside the box to explore a few brand suitability flagging techniques you may not have thought of. These features are:

  • Viral Content Flagging: Identify and monitor viral videos that may cause brand suitability issues as they begin to trend on YouTube’s platform.
  • Sentiment Filtering: Ratio of likes-to-dislikes and overall sentiment of comments to analyze how videos are received by viewers.
  • Audio Transcripts: Audio transcripts of videos to flag keywords and phrases based on your brand’s specific brand suitability parameters.

WHO IS IT FOR?

Viral content flagging, sentiment filtering and audio transcripts are for all brands that want to bolster their brand suitability strategy. If you are finding that your current strategy isn’t giving you the brand suitability security that you’re looking for, then look to these flagging techniques for further control of your YouTube advertising.

These flagging techniques are for brands that want to:

  • Be aware of trending content that may pose a brand suitability threat before it goes viral and your ad runs on it.
  • See how specific video content is received by viewers and protect their ads from running on negative content.
  • Analyze exact keywords and phrases used in videos to avoid potentially harmful content.

WHAT ARE THE BENEFITS?

Each of these flagging techniques has unique benefits that will give your YouTube campaign a brand suitability boost.

  • Viral Content Flagging
    • Proactively exclude high-risk content like Logan Paul’s Suicide Forest video immediately so your brand’s ad isn’t associated with a harmful viral video.
    • Protect your brand from running on risky content that ends up on the news for being offensive.
    • Aside from brand suitability purposes, viral content flagging also recognizes viral content that matches your audience targeting parameters and aligns your ad with positive trending videos.
  • Sentiment Filtering
    • Get to know the videos you are targeting. Sentiment filtering gives you a comprehensive data of how viewers are reacting to a specific video.
  • Audio Transcripts
    • Don’t have time to watch every video? View transcripts of content audio to see exact words and phrases being used.
    • General excluded words and phrases will be highlighted.
    • View a full report of how many times certain keywords are used.

HOW DOES IT WORK?

Viral Content Flagging works by using machine learning to analyze audience data points to flag trending videos before they go viral.

Sentiment Filtering works by taking a look at recent amount of likes, dislikes, and comments to find out how viewers are reacting to videos.

Audio Transcripts work by using AI and machine learning technology to transcribe videos and analyze the text to flag exclusion listed keywords.

ANYTHING ELSE I NEED TO KNOW?

Yes! All three flagging techniques are available on Channel Factory’s ViewIQ platform as part of our brand suitability solutions. If you’d like to learn more, contact us today.

Tell Me More: Overlay Ads

Our Tell Me More series is designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

We’re going to take a look a popular YouTube ad type, Overlay Ads.

WHAT IS IT?

An overlay ad is a 480×70 image that appears on the bottom 20% of a video. It’s less intrusive than other ad formats since it doesn’t interfere with the user’s ability to watch their video. This ad space can be occupied by an image or text display to make sure your brand grabs your audience’s attention while they’re engaged with their favorite YouTube content.

Overlay ads can also be paired with a 300×250 companion banner, which appears next to YouTube’s video player. A companion banner increases the likelihood that the audience will see your image and click on the ad.

WHO IS IT FOR?

Although anyone can effectively use an overlay ad, it garners the best results for brands that:

  • Have a landing page to send viewers to.
    • Overlay ads can be attributed with a link and are designed to drive clicks. If your brand just launched a new landing page or you just want to drive more traffic to your website, make sure you attach your link to the overlay ad.
  • Want to increase brand awareness and recall.
    • Overlay ads pop up in the middle of videos, immediately grabbing the attention of viewers. Make sure your ad design is branded and recognizable so your audience recognizes your company to raise awareness and recall.

WHAT ARE THE BENEFITS?

The benefits of using overlay ads for your next YouTube campaign are as follows:

  • Increase Click-Through-Rate: Overlay ads are perfect for sending viewers to your landing page and boosting CTR. Make sure your overlay ad is equipped with a strong call-to-action to entice your audience to click on the image.
  • Companion Banner: Overlay ads can be paired with a companion banner, which appears to the right of the video. The overlay ad and companion banner combine to take up the perimeter of the video, turning your brand into a complimentary part of the content-viewing experience.

HOW DOES IT WORK?

Overlay ads work very smoothly. The process starts with a viewer watching a YouTube video. At a certain point of the video, your overlay ad will pop up on the bottom 20% of the video. From there, the viewer has three options:

  1. Click on your ad.
  2. Close your ad.
  3. Let the ad stay where it is for the remainder of the video.

That’s it! If your goal is to get viewers to click on the ad and visit your landing page, then keep the following in mind:

  • The ad’s message fits the message of your landing page to limit any confusion when the viewer visits your page.
  • The call-to-action copy is strong, enticing the viewer to learn more. It isn’t easy to convince someone to stop watching their video and move on to another website, so it’s important that your copy speaks to your audience.
  • Utilize arrows and white space in your overlay ad image to draw the viewer’s eyes to the space you’d like them to click.

ANYTHING ELSE I NEED TO KNOW?

Yes! Overlay ads perform well if they are strategically placed and avoid being intrusive. Channel Factory has been running YouTube ad campaigns for top brands for 8+ years, making us experts in the industry.

Click here to contact us today if you’d like to learn more about our services.

Tell Me More: YouTube Inclusion Listing

Our Tell Me More series is designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

For this post, we’ll be taking a look at the industry standard for precision targeting and brand suitability – YouTube Inclusion Listing.

WHAT IS IT?

Inclusion Listing is a targeting and brand suitability feature that has surged in popularity in the last few years. An inclusion list is essentially a list of YouTube channels that you approve of your brand running ads on. The beauty of inclusion lists is that they are fully customized to your brand’s specific:

  • Audience, tone and messaging
  • Precise targeting strategy
  • Brand suitability parameters

Custom inclusion listing gives you the added benefit of having complete control over specific channels and videos you want your ad to appear in front of. Instead of relying on a generic inclusion list curated to inefficiently cover all niches in your industry, you can take hold of the wheel and drive your video ads towards content that you know resonates with your audience.

WHO IS IT FOR?

Simply put, inclusion lists are for any brand that wants to:

  • Increase brand suitability and target specific content: Inclusion Lists are great for brand suitability because your ad will only run on content and channels pre-approved by your brand. You have full control over where your ad is placed on the largest video platform in the world.

Creating a YouTube inclusion list is a great first step to combat risky content that could hurt your brand’s reputation. Since ads can run anywhere on YouTube’s user-generated content platform, an inclusion list will help your company take control of its brand image.

WHAT ARE THE BENEFITS?

Inclusion lists offer many benefits for your YouTube campaign’s success:

  • Brand Suitability: Your YouTube ad will run on inventory that has been vetted for brand suitability, ensuring brand-appropriate content and channels.
  • Precision Targeting: Your audience is on YouTube and they’re watching very specific content. Custom inclusion lists cater to your brand and only your brand, targeting the precise audience that you want to target.
  • Boost Campaign Performance: Inclusion lists can be used to boost performance by targeting your specific audience on YouTube. Run your ad in front of content that your audience is watching to increase engagement and campaign KPIs.
  • Counteract Exclusion List Risks: YouTube’s UGC nature makes it difficult to efficiently exclude risky content since new channels and videos are created every day. If you’re looking to exclude your way to brand suitability, then you’ll always be playing catch up. With inclusion listing, you can easily approve your safe channels and sleep well at night knowing exactly where your ads are running.

HOW DOES IT WORK?

How does inclusion listing work? Easy! Create your custom inclusion list and your ads will only run on the videos and channels you’ve selected. Setup your list in three simple steps:

  • Research: The first step is to research the YouTube channels and videos you want to target.
  • Create a Targeting List: After you’ve done your research, create a list of channel and videos URLs that you’d like to include.
  • Managed Placements: Create managed placements in Google Ads with the specific inclusion listed channels and videos of your choosing.

ANYTHING ELSE I NEED TO KNOW?

Yes! Inclusion lists must be properly built to have maximum impact towards performance and brand suitability. Here are just two features that help build a custom inclusion list:

  • Verified creator data: Review a full analysis of verified creators including audio transcripts and brand suitabilty scores to create a inclusion list of brand-friendly creator channels. Our verified creator list reduces YouTube targeting scalability issue by inclusion listing vetted creators.
  • Topic-level performance: Analyze videos and channels with custom curated inclusion lists of industry topics.

Luckily, Channel Factory’s proprietary (and award-winning!) ViewIQ technology gives you access to both features to build a dynamic inclusion list. Contact us today to learn more about our inclusion listing expertise.