YouTube – New Ad Formats

The things you don’t think about everyday, YouTube ad specs came to my attention at my recent attendance at the iab Canada course on interactive marketing. Yes, I keep taking courses. Why? Because in this market things change every day, I’ve noted change and transition are part of day-to-day life.

YouTube is now offering a variety of new ad formats, the link is here.

Most interesting is that the new Masthead Ad format was recently compared to the standard YouTube ad format and the results were staggering. Here are the results of the comparison of the variance in “Exposed Behaviour” as noted by the iab.

• Any engaged activity – Std Ad 187% – Masthead – 609% – 3 Times
• Brand query (YouTube) – Std Ad 177% – Masthead – 450% – over 2 Times
• Video watch – Std Ad 301% – Masthead – 232% – Less
• Same day visit to Advertising site – Std Ad 42% – Masthead – 692% – 15 Times
• Brand query on Search – Std Ad 40% – Masthead – 113% – almost 3 Times greater

As you can see, the stats are staggering, all due to the format of the YouTube ad, almost beyond comprehension. I’ve attached for your reference the ad specs guide, a very useful link.

According to Alexa, YouTube is the third (that’s right #3) most viewed site on the internet, with 70 million unique visitors each month. The Alexa link is here with all the information and more about YouTube’s ranking.

As your digital agency, we’d suggest you give some thought to YouTube as an advertising partner on your next campaign, after all 70 million visitors can’t be wrong.

Michael Bickerton, Raven5 Ltd, November 2010

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