Form of Marketing- YouTube

 1.0 YouTube Advertising 

YouTube advertising means advertising on YouTube, the online video-sharing platform, promoting video content, or in relevant search terms in YouTube Search. As Google owns YouTube, YouTube advertising is possible only through Google Ads.

Advertising Format

In YouTube advertising, companies can utilize its many video ad formats or use it in part with display campaigns. There has 6 types of advertising format in YouTube with different range of duration and price. 



Display Ads: The placement of this display is is on right of the feature video and above the video suggestion list. Usually this format ads used for desktop view. 
Overlay Ads: Overlay ads is a semi-transparent overlay ads that appear on lower around 20% portion of the video. 
Skippable Video Ads: Skippable video ads allows users to skip the ads after 5 minutes. Its usually appears at beginning, middle or ending of the video. 
Non-skippable Ads: This type of format is opposite of skippable video ads. The users must be watched the advertisement before the YouTube video can be watched. This non-skippable ads also appears at beginning, middle or ending of the video. 
Bumper Ads: Bumper Ads is usually Non-skippable ads of up to 6 seconds that must be watched before the video can be played. 
Sponsored Cards: Sponsored cards display content that may be relevant to a video, such as products featured in the video. Viewers will see a teaser for the card for a few seconds. They can also click the icon in the top right corner of the video to browse the cards.

Each of the format has different in price and engagement. The format which could engage more audience in the advertisement. the price range will be high. For an example, Non-skippable ads is more expensive than skippable ads. 


In-search ad

YouTube also has In-search ad like SEM like its shows in Google SERP. In-Search ads appear in response to a search query typed into the YouTube search box. These ads are placed above the organic listings and contain a little yellow ad box next to their thumbnail. Sometimes it can be paid search engine marketing that requires paying for ads that will be displayed in the result page. 


As we can see in this picture, Rosseta Stone and Babble are both appearing on the result page in YouTube. We can notice how are they appear at the top organically or not organically when its search for "learn Spanish". Rosseta Stone and Babble is a online lesson for Spanish language that posted as a video. Besides, when the video ends, the two clickable button appears to allows the users to visit their main site. Its called as landing page. 


2.0 Content Creator Marketing

Marketing by content creator means the user itself create a channel in YouTube to promote their product/services to they subscribers. Usually most of the content creators that promotes their product/services is entrepreneur. Sometimes the user/entrepreneur in YouTube  approach to YouTube advertising to advertise their product/services through any one of the advertising format that discussed earlier. 




As in the picture, these are the popular entrepreneurs in Malaysia. These entrepreneurs well known as Dato Allif Syukri and in the second picture is DSV. These two entrepreneurs has their own YouTube channel with more than 10000k subscribers. They used to upload their product/services videos in order to promote to their audience. Furthermore, using this platform, these entrepreneurs has attracted many audience to watch their videos and even they provide information and CTA of their products. 

Moreover, some of the content creators also buy their products and do product review in their own YouTube channel. From there, most of the content creator in YouTube gain some audience attention This might be one of the way to promote their YouTube channel by do product review, food review and so on.

3.0 Advertising by brand 

Advertising by brans means a well known brand create YouTube channel and upload their short video advertisement their. Most of the brand will use PPC for their ads appears on the top of the search result in YouTube. 




As in the picture, Maggie and Boh Tea have their own subscribers on their YouTube channel. These YouTube channel usually upload their short advertisement video of their products, new product arrival ads and how to use videos. This is one way of attract the YouTube audience to buy their products. Both of these brands also used In-search ads to appear their brands at the top of the search result.  Besides, two clickable button appears at the right side to allows the users to visit their main site. 

Furthermore, most of the brand in YouTube use celebrity endorsement as they used in the television. This is one form of marketing in YouTube where the brand channel could attract more audience to watch and buy. 




Based on this pictures, Nestle and Maggie Malaysia has involved celebrity endorsement in their advertisement. On the first picture, Dato Jalaludin acted in the nestle advertisement and in Maggie Malaysia was Sheila Rusly. The goals of involve celebrity in their advertisement is  to reach a greater audience and attract celebrity's fan base. 



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