Free Video Ads? Yes, Please!

BY Rachel Cagle
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Have you ever wondered whether it’s worth including YouTube ads in a campaign? If you have to ask yourself that, you probably don’t know that, within the past month, 27% of all U.S. adults took action after seeing a YouTube ad, according to AudienceSCAN on AdMall by SalesFuel. Additionally, Joe Martinez writing for Search Engine Land says that YouTube is, “my favorite channel to use to run paid campaigns because it’s a cost-​effective way to build brand awareness and also drive user action.”

Intrigued? Well, if you’re still on the fence, Martinez also offers a fact that may sway your client:

Video ads on YouTube are basically free.

What? They’re free?? In the majority of cases, yes. “Advertisers only have to pay for views if either a user watches your TrueView ad for thirty seconds, or if they watch the entire video of an ad that is less than thirty seconds,” says Martinez. Name the last time you watched a YouTube video to completion. You probably skipped the last few seconds since the internet is such a fast-​paced scene. We’ve all learned that the last few seconds of any video ad rarely contains useful information.

Additionally, your clients can add other elements to their videos, including call-​to-​action extensions and shopping cards that viewers can interact with. However, advertisers are charged when consumers click on an ad’s interactive components. But isn’t that what your client was going for to begin with? 

At the end of the day, advertisers utilizing YouTube only have to pay when their ad is a complete success. Only being charged if an ad is watched to completion or if a viewer takes action such as clicking on the interactive components? Sounds like a winning situation your clients should be made aware of. Don't forget to look up more information on the shopping habits of and the advertising that best motivates YouTube Users through their AudienceSCAN profile in Admall from SalesFuel.