{"id":281392,"date":"2021-08-10T11:12:58","date_gmt":"2021-08-10T09:12:58","guid":{"rendered":"https:\/\/www.isoladicomunicazione.com\/how-video-ads-work-on-youtube\/"},"modified":"2026-05-28T08:57:04","modified_gmt":"2026-05-28T06:57:04","slug":"how-video-ads-work-on-youtube","status":"publish","type":"post","link":"https:\/\/www.isoladicomunicazione.com\/en\/how-video-ads-work-on-youtube\/","title":{"rendered":"How Video Ads Work on YouTube"},"content":{"rendered":"\n<p>After <strong>Google<\/strong>, <strong>YouTube<\/strong> is the <strong>world&#8217;s leading search engine<\/strong>, which is precisely why <strong>YouTube video ads<\/strong> are so important in <strong>digital advertising<\/strong>. Being able to place your own <strong>advertisement<\/strong> within the portal can make us reach a <strong>large number of people<\/strong>. Helping us once again is <strong>Google Ads<\/strong>, the platform par excellence in the field of paid ads.  <\/p>\n\n<p>By choosing the <strong>right type of video<\/strong> and<strong> fine-tuning our targeting<\/strong>, we will be able to showcase our company to a segment of <strong>users potentially very interested in<\/strong> our products. The <strong>results<\/strong> that can be achieved are obvious.  In particular:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>The increase of <strong>brand awareness<\/strong> in your industry<\/li>\n\n\n\n<li><strong>involvement<\/strong> with your customers<\/li>\n\n\n\n<li>Strengthen your <strong>attractiveness<\/strong> to generate more <strong>leads<\/strong> from<\/li>\n\n\n\n<li>convert to <strong>sales<\/strong><\/li>\n\n\n\n<li>the increase in your<strong> turnover<\/strong><\/li>\n<\/ul>\n\n<p>Let&#8217;s find out together how to take advantage of it and how <strong>Isola Agency<\/strong> can help you create <strong>impactful videos<\/strong> for your <strong>digital marketing<\/strong> campaigns!<\/p>\n\n<h2 class=\"wp-block-heading\">What is YouTube<\/h2>\n\n<p>Before we analyze in detail how<strong> YouTube video ads<\/strong> work, let&#8217;s see together <strong>what this platform is<\/strong>.<\/p>\n\n<p><strong>YouTube<\/strong> was founded in<strong> 2005<\/strong> as a portal in which <strong>users<\/strong> can sign up and play <strong>two roles<\/strong>:<\/p>\n\n<ol class=\"wp-block-list\">\n<li>the <strong>creator<\/strong> &#8211; the one who produces videos, uploads them to his or her channel and allows them to be enjoyed by the public<\/li>\n\n\n\n<li>the <strong>user<\/strong> &#8211; all those who entertain themselves in front of the content made by creators<\/li>\n<\/ol>\n\n<p>The great <strong>strength<\/strong> lies in the possibility given to people to get <strong>in touch<\/strong>, <strong>express themselves<\/strong>, <strong>establish a dialogue<\/strong>. In fact, this site functions as a real <strong>social network<\/strong>: around each<strong> channel<\/strong>, loyal <strong>communities<\/strong> are generated, very fond of the video makers and their way of communicating. <\/p>\n\n<p>The <strong>success of<\/strong> such a simple mechanism was<strong> immediate<\/strong>, so much so that YouTube experienced the <strong>highest growth rate<\/strong> among web pages in the <strong>past decade<\/strong>.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1440\" height=\"900\" src=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2021\/08\/che-cose-youtube.jpg\" alt=\"\" class=\"wp-image-292393\" srcset=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2021\/08\/che-cose-youtube.jpg 1440w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2021\/08\/che-cose-youtube-300x188.jpg 300w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2021\/08\/che-cose-youtube-768x480.jpg 768w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/><\/figure>\n\n<h3 class=\"wp-block-heading\">Why YouTube is a key solution for advertisers<\/h3>\n\n<p>To understand how <strong>YouTube<\/strong> can be an<strong> exceptional outreach channel<\/strong> for advertisers, one need only look at the<strong> most recent data<\/strong>. Today: <\/p>\n\n<p><strong>active users<\/strong> who play videos are about<strong> 2 billion each month<\/strong><br\/>the <strong>average viewing time<\/strong> exceeds one<strong>hour per day<\/strong><br\/>the amount of <strong>content uploaded every minute<\/strong> is more than <strong>500 hours.<\/strong><\/p>\n\n<p>These are <strong>impressive numbers<\/strong>, which can be an important <strong>sounding<\/strong> board for your <strong><a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/online-advertising-agency\/\">online advertising<\/a><\/strong> if you are able to take advantage of them. Fortunately, everything is made easier by the fact that the <strong>creation<\/strong> and <strong>uploading<\/strong> of<strong> video ads<\/strong> once again goes through <strong>Google<\/strong>, which is the <strong>100 percent owner of the platform<\/strong>. <\/p>\n\n<h2 class=\"wp-block-heading\">Doing web marketing with YouTube video ads<\/h2>\n\n<p>Doing <a href=\"https:\/\/www.isoladicomunicazione.com\/web-marketing-agency-milano\/\">web marketing<\/a> with <strong>YouTube video ads<\/strong> is not so different than creating ads for the<a href=\"https:\/\/www.isoladicomunicazione.com\/en\/google-display-ads-what-they-are-and-how-they-can-help-you\/\"><strong> display network <\/strong><\/a>or the <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/what-google-ads-search-network-ads-are-and-how-they-work\/\"><strong>search network<\/strong><\/a> of Google. It changes, of course, the way through which we are able to <strong>communicate the values and proposition of<\/strong> our <strong>business<\/strong>. <\/p>\n\n<p>Let us then focus on:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#formati\">the advertising <strong>formats<\/strong> we have available to us<\/a><\/li>\n\n\n\n<li><a href=\"#criteri\">The <strong>criteria<\/strong> taken into account to show video ads<\/a><\/li>\n\n\n\n<li><a href=\"#costo\">the <strong>cost of<\/strong> a YouTube campaign<\/a><\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\" id=\"formati\">YouTube video ad formats<\/h3>\n\n<p>Google Ads gives us <strong>several formats<\/strong> to choose from when<strong> creating<\/strong> our <strong>YouTube video ads.<\/strong> Here are the categories: <\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong> Ignoreable in-streams<\/strong> &#8211; They can appear before, during and after the playback of the video we want to watch. Their main feature is that after 5 seconds of playback, the user will be offered the option to skip the ad. <\/li>\n\n\n\n<li><strong>In-streams<\/strong> that cannot be ignored &#8211; In contrast, these advertisements cannot be ignored and the user will have to see them all. Thus, they are particularly effective for those campaigns that aspire to increase a company&#8217;s notoriety. <\/li>\n\n\n\n<li><strong>Video discovery<\/strong> &#8211; They are shown in thumbnail form and in combination with text. They are usually placed in the viewing suggestions we find next to the video we are viewing, or in the search results. <\/li>\n\n\n\n<li><strong>Bumpers<\/strong> &#8211; These are only 6-second ads that cannot be ignored. We talked about them in great depth <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/what-are-bumper-video-ads\/\">in this article<\/a>. <\/li>\n\n\n\n<li><strong>Outstreams<\/strong> &#8211; This type of advertising is not available on YouTube, but only on Google&#8217;s partner sites. Initially, the video starts without audio and the choice to hear &#8211; and see &#8211; the ad is left to the user. <\/li>\n\n\n\n<li><strong>Mastheads<\/strong> &#8211; These are colossal listings that are very useful for getting the word out about an event or launching a new product, but they require the mediation of a Google sales representative to book space on the portal.<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\" id=\"criteri\">The criteria by which YouTube video ads are shown.<\/h3>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1440\" height=\"900\" src=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2021\/08\/i-criteri-in-base-ai-quali-vengono-mostrati-gli-annunci-video.jpg\" alt=\"\" class=\"wp-image-292396\" srcset=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2021\/08\/i-criteri-in-base-ai-quali-vengono-mostrati-gli-annunci-video.jpg 1440w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2021\/08\/i-criteri-in-base-ai-quali-vengono-mostrati-gli-annunci-video-300x188.jpg 300w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2021\/08\/i-criteri-in-base-ai-quali-vengono-mostrati-gli-annunci-video-768x480.jpg 768w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/><\/figure>\n\n<p><strong>Google<\/strong> shows our ads based on certain <strong>parameters<\/strong> that we indicate to it. For example: <\/p>\n\n<ul class=\"wp-block-list\">\n<li>users&#8217; <strong>interests<\/strong> <\/li>\n\n\n\n<li>the <strong>interactions<\/strong> they had <strong>with other Google ads<\/strong><\/li>\n\n\n\n<li><strong>Demographic data<\/strong> such as geolocation, age, gender<\/li>\n\n\n\n<li>The possession of a <strong>diploma<\/strong>, <strong>bachelor&#8217;<\/strong> s or <strong>master&#8217;s degree<\/strong><\/li>\n<\/ul>\n\n<p>With our<strong> guidance<\/strong>, the platform evaluates a number of aspects such as the <strong>sites most frequently visited<\/strong> by users, the <strong>apps<\/strong> they have downloaded on their cell phones, their<strong> stated personal information<\/strong>, or the <strong>places they have<\/strong> recently <strong>visited<\/strong>. It then proposes <strong>relevant<\/strong> and, for that very reason, <strong>effective<\/strong> <strong>video ads<\/strong> to them. <\/p>\n\n<p>To give a <strong>practical example<\/strong>: if we want to be seen only by young people, between 18 and 24 years old, with a college degree and an interest in soccer, we can do that.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"costo\">YouTube video ads: how much they cost<\/h3>\n\n<p>Answering the question <em>&#8220;how much do YouTube video ads cost?&#8221;<\/em> is <strong>impossible<\/strong>. In fact, doing <strong>digital advertising<\/strong> is completely <strong>different<\/strong> than <strong>hanging a billboard<\/strong> on the streets of Milan. <\/p>\n\n<p>First, because the<strong>advertiser pays<\/strong> only when the user has an<strong>interaction<\/strong> with his ad. Specifically, when he watches the video for <strong>at least 30 seconds<\/strong>, or when <strong>he lets the video end<\/strong> in case it is shorter than half a minute, or even when from the video <strong>he comes directly to his website<\/strong>. <\/p>\n\n<p>Second, because the<strong> cost per display<\/strong> depends on the <strong>audience<\/strong> we target the advertisement to, the<strong> quality of the ad<\/strong>, and <strong>how competitive our industry is<\/strong>. Either way, you will always be<strong> in control of your budget<\/strong> and can set the <strong>maximum amount<\/strong> you are willing to spend<strong> per interaction<\/strong>. The <strong>search engine<\/strong> will then decide how to show you and how much to charge you.  <\/p>\n\n<p>If you want to learn more, we recommend reading our article on <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/how-much-does-google-ads-adwords-cost\/\">how much Google Ads costs<\/a>.<\/p>\n\n<h2 class=\"wp-block-heading\">How to create an effective YouTube video ad campaign<\/h2>\n\n<p>Making an <strong>effective<\/strong> YouTube <strong>advertising campaign<\/strong>, in general, needs <strong>3 macro-steps<\/strong>:<\/p>\n\n<ol class=\"wp-block-list\">\n<li><strong>Planning<\/strong> &#8211; At this stage we need to<strong> understand the<\/strong> target audience we are interested in, assess a<strong> suitable video length<\/strong> to capture them without boring them, and <strong>decide<\/strong> what <strong>landing point to<\/strong> have: the<strong> website<\/strong>? the<strong> blog<\/strong>?<strong>e-commerce<\/strong>? our <strong>YouTube channel<\/strong>?   <br\/><\/li>\n\n\n\n<li>The <strong>making of the video<\/strong> &#8211; It is necessary to start with the development of a <strong>concept<\/strong> on which to base the<strong> storyboard<\/strong>, i.e., what you want to say, what kind of actors you need, what scenes you need to be effective, what setting to give the product or service. Based on all these considerations, a script, i.e., the script, is developed, taking advantage of <strong>emotional<\/strong> and<strong> engaging<\/strong> <strong>copywriting techniques<\/strong>. Then comes <strong>casting<\/strong> and, if necessary, the selection of a <strong>voiceover narrator<\/strong>. Finally, the <strong>recording<\/strong> of scenes with quality technical instrumentation for both video and audio. The whole second step ends with <strong>editing<\/strong> through professional editing programs.    <br\/><\/li>\n\n\n\n<li><strong>Implementation on Google Ads<\/strong> &#8211; This is where we set up the characteristics of the <strong>audience<\/strong> we are most interested in, what <strong>keywords<\/strong> we want to appear on, and our <strong>economic offer<\/strong>.<\/li>\n<\/ol>\n\n<h3 class=\"wp-block-heading\">Monitor results and optimize YouTube video ads<\/h3>\n\n<p>Performing the three steps described to the letter is not enough to be certain that our campaign will do well. It is <strong>necessary to monitor<\/strong> the ads and<strong> optimize them<\/strong> if they are not producing the desired results. <\/p>\n\n<p>Fortunately, <strong>Google Ads<\/strong> gives us <strong>a big hand<\/strong> by providing us with <strong>statistics and data updated in real time.<\/strong> The advice, however, is to start evaluating them <strong>about two weeks after launch<\/strong> so that they show credible <strong>trends<\/strong>, <strong>strengths<\/strong>, and <strong>areas for improvement<\/strong>. <\/p>\n\n<p>The <strong>two values<\/strong> to be considered most are:<\/p>\n\n<ol class=\"wp-block-list\">\n<li>The <strong>viewing rate<\/strong> &#8211; That is, how many users watched the video for at least 30 seconds &#8211; or interacted with it &#8211; compared to the overall number of impressions (the overall views)<\/li>\n\n\n\n<li><strong> Cost per view CPV<\/strong> &#8211; How much Google charges us for the valuable views we receive indicates the quality of our campaign.<\/li>\n<\/ol>\n\n<p>If these two items do not satisfy us, all we can do is to <strong>intervene in the ad<\/strong><strong> strategically<\/strong>. For example: <\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Shortening the video<\/strong> to increase the viewing rate<\/li>\n\n\n\n<li><strong>Changing the copy of<\/strong> headlines and call to action<\/li>\n\n\n\n<li><strong>rotating two or more advertisements<\/strong> that describe the offer from more than one point of view to avoid the risk of habit (i.e., getting to a point where the audience knows your advertisement by heart and no longer takes any action)<\/li>\n\n\n\n<li><strong>Refining<\/strong> targeting and making it more targeted<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">The expertise of Isola at your service<\/h2>\n\n<p>The <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/web-agency-milan\/\">web agency in Milan<\/a> Isola di Comunicazione puts at your service all the know-how needed to <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/google-ads-campaign-management\/\">manage Google<\/a> Ads, including YouTube video ads. In fact, our <strong>team of professionals<\/strong> covers all the <strong>skills essential<\/strong> for formulating performing ad campaigns. <\/p>\n\n<p><a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/video-realization\/\">Video makers<\/a> devise the best sequence of scenes to communicate your <strong>company values<\/strong> and the<strong> benefits of<\/strong> your <strong>products and\/or services<\/strong>. <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/copywriting-agency\/\">Copywriters<\/a> structure<strong> engaging scripts<\/strong> capable of bringing users into your world and offering <strong>solutions to their needs<\/strong>. In addition, if you don&#8217;t yet have it, our <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/web-designer-milan\/\">web designers<\/a> can also take care of <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/landing-page-creation\/\">creating landing pages<\/a>, <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/web-sites-realization\/\">building websites<\/a> or <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/e-commerce-site-realization\/\">structuring e-commerce<\/a> that will be the perfect landing point for your ad and lead to concrete results.  <\/p>\n\n<p>Rely now on our certified <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/milan-communication-agency\/\">communication agency<\/a> <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/google-partner-certification-why-choose-a-certified-agency\/\">Google Partner<\/a> and <a href=\"https:\/\/www.isoladicomunicazione.com\/pubblicita-per-la-russia-yandex-direct\/\">Yandex<\/a>, the leading Russian search engine.<\/p>\n\n<p><\/p>\n\n<p class=\"has-text-align-center\">Contact us and let&#8217;s create the <strong>strategy for your digital success<\/strong> together!<\/p>\n\n<p class=\"has-text-align-center\">Request an analysis of your current campaigns and possible new campaign performance <strong><span style=\"text-decoration: underline;\">free of charge<\/span><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>After Google, YouTube is the world&#8217;s leading search engine, which is precisely why YouTube video ads are so important in digital advertising. Being able to place one&#8217;s advertisement within the portal can make us reach a large number of people. Helping us once again is Google Ads, the platform par excellence in the field of paid ads.<\/p>\n","protected":false},"author":1,"featured_media":278171,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[95],"tags":[],"class_list":["post-281392","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Youtube Video Ads | Isola<\/title>\n<meta name=\"description\" content=\"Youtube Video Ads: find out how this Advertising Tool Works and How to Make the Most of it for Your Business!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.isoladicomunicazione.com\/en\/how-video-ads-work-on-youtube\/\" 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