YouTube Projects for Business and Marketing
Illustration by John Hersey

Advertising with YouTube


From:

YouTube Projects for Business and Marketing

with Jason Osder

Video: Advertising with YouTube

If you spend much time on YouTube, even just watching videos, one thing you'll notice is that there's a lot of advertising. That's something that has been increasing on YouTube and, as marketing and advertising professionals, it's something that we need to be aware of but there is a lot to cover here. So we're going to start with an overview of advertising on YouTube and then later in the course we'll look at some of the options in more detail. I'm in the section of YouTube that goes over the advertising possibilities.
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  1. 2m 30s
    1. Welcome
      53s
    2. Using the exercise files
      53s
    3. Who is this course for?
      44s
  2. 15m 1s
    1. Who is watching? YouTube by the numbers
      2m 45s
    2. Creating marketing videos
      4m 50s
    3. Developing a social marketing presence
      3m 1s
    4. Advertising with YouTube
      3m 13s
    5. Using YouTube as part of an integrated marketing strategy
      1m 12s
  3. 8m 43s
    1. Defining goals
      1m 37s
    2. Creating a content map
      2m 46s
    3. Developing wireframes for site content
      1m 51s
    4. Working with use case scenarios
      2m 29s
  4. 18m 38s
    1. Delivering traditional video marketing with YouTube
      4m 6s
    2. Creating serialized content
      7m 34s
    3. Creating content with personality
      3m 17s
    4. Incorporating graphic elements
      3m 41s
  5. 15m 20s
    1. Understanding YouTube channels for business and marketing
      2m 56s
    2. Adding a logo image
      3m 10s
    3. Adding channel art for multiple devices
      5m 45s
    4. Adding a description and links
      3m 29s
  6. 12m 38s
    1. Creating customer dialogue on YouTube
      4m 1s
    2. Integrating YouTube with Facebook and Twitter
      5m 50s
    3. Working with user-made video
      2m 47s
  7. 15m 17s
    1. Using YouTube with WordPress
      5m 40s
    2. Working with YouTube plugins
      6m 39s
    3. Changing video thumbnails
      2m 58s
  8. 22m 2s
    1. Understanding advertising on YouTube
      3m 56s
    2. Placing a YouTube ad
      11m 11s
    3. Managing and monitoring ads
      4m 42s
    4. Linking AdWords and YouTube accounts
      2m 13s
  9. 1m 24s
    1. Next steps
      1m 24s

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Watch the Online Video Course YouTube Projects for Business and Marketing
1h 51m Appropriate for all Aug 22, 2013

Viewers: in countries Watching now:

The sheer size and power of YouTube has also made it an indispensible tool for business and marketing. In this course, author Jason Osder shows how to leverage its online force to communicate your brand, engage your audience, and achieve your marketing goals. Learn to architect your YouTube integration and develop a content map to decide where your videos will live, as well as create a custom channel page that reflects your brand, integrate with Facebook and WordPress, and even build a custom video sidebar for your WordPress blog. Finally, discover how to create and monitor ads to promote your business in other ways on YouTube.

Topics include:
  • Creating marketing videos
  • Advertising with YouTube
  • Defining your marketing goals
  • Creating a YouTube content map: deciding where to embed your videos
  • Working with use case scenarios
  • Creating serialized content
  • Incorporating graphics
  • Setting up your channel page with a logo, description, and links
  • Creating a customer dialog with comments
  • Integrating with Facebook and WordPress
  • Creating, managing, and monitoring YouTube ads
Subjects:
Business Video
Software:
YouTube
Author:
Jason Osder

Advertising with YouTube

If you spend much time on YouTube, even just watching videos, one thing you'll notice is that there's a lot of advertising. That's something that has been increasing on YouTube and, as marketing and advertising professionals, it's something that we need to be aware of but there is a lot to cover here. So we're going to start with an overview of advertising on YouTube and then later in the course we'll look at some of the options in more detail. I'm in the section of YouTube that goes over the advertising possibilities.

And one thing you'll notice is that there's a big emphasis on advertising these days. I don't think that should come as a surprise if you're familiar with the business models of Google or the numbers that we looked at in a different movie. This is a huge opportunity for marketers and advertisers, and the company Google is making it very possible for people to participate. There are a number of types of ads on Youtube and they change pretty frequently, so let's take a look at what a few of them are and how to tell them apart.

I'm going to click on our solutions, which covers a lot of these ad types. The two that I'm most interested in for the moment, are TrueView ads here, and you can see that the key to a TrueView ad is that you only pay as the advertiser, when someone chooses to watch your video. So these ads exist as visual links until someone clicks them, choosing to watch them. That's fundamentally different from instream ads.

Instream ads work a lot like television. They are pushed out to you as a viewer regardless of what you click, and they in essence stand between you and your desired content much like television. There are many types of advertising currently available on Youtube. And this list changes a lot. This is an area that's having rapid development right now. One more important point before we leave our overview of advertising.

Google has been working to integrate YouTube advertising with AdWords, which is the platform that Google uses for its search advertising. There's a lot of background and information that is relevant to these two platforms being fused, and as you work through different permutations in advertising on YouTube, we will begin to see more and more in ad words. To get really good with advertising on YouTube, you are also going to have to be completely profession in ad words.

So we're starting to think of Youtube in some different ways: a platform to distribute video, a social platform to use in our marketing, and also a true advertising platform. Where we are in fact paying for eyeballs, much like buying media on television, but still different because we're in the interactive world of links and clicks and clickthroughs. And this whole area of advertising on YouTube is a very hot area for development of what's new or next in online and video advertising.

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