Over the years, we have seen the expansion and reach of YouTube Promoted Video ad units. Initially, they were just available on YouTube.com and have gradually expanded over the years to Google’s Display network in a past beta, videos section of Google.com and finally could be coming right onto the SERP. What does this all mean?
Let’s Get Engaged
The words every consumer wants to hear when it comes to ad units. We continuously see studies showing that engaging units, like video, are being consumed more year over year. According to recent trending from eMarketer, US online video viewers have increased and will continue to grow through 2015 (and beyond).
Another eMarketer study shows that 33% of US tablet and 23% of US smartphone users surveyed watch video on their devices in 2011 at least once a day. That statistic is huge. Google is realizing that video is an important component on the online consumption mix, and what better way to get those video assets in front of searchers than right on the search results page?
Hit ‘Em From All Angles
We all know that Google is the #1 search engine and #1 website. YouTube however, is not trailing too far behind. There is no better way to increase the visibility of your Promoted Video ads, then to make them available on the #1 site on the Internet?
What does this mean for marketers? There could be an opportunity for brands to take up even more real estate on the search results page above the fold. Paid ad enhancements and betas such as site links and other lead gen/offer/product listing type ad units are making paid search ads larger and more interactive. SEO enhancements can include mega site links, ratings and reviews, organic site links and multiple listings, taking up more space. Throwing Promoted Videos ad units into the mix could allow advertisers to take up one more real estate listing on the SERP. By dominating the space, it’s more and more possible for brands to take over all listings above the fold.
Sharing is Caring
At Reprise, we feel that the social graph is gaining traction on the linking graph when it comes to the search space. Adding an ad unit on Google.com that leads to a site like YouTube allows marketers to link their video and social efforts with search even further. Once a user lands on the YouTube page, if the brand has created a well developed brand channel, he or she can view more videos, subscribe, share, and then even connect with a brand’s Facebook and Twitter presence via links. If the brand is running an overlay ad over the video, the user can click directly back to the brand website.
How Can Advertisers Use This
Where possible, advertisers should consider running enhanced and engaging ad units to attract and gain information and insight from searchers. By running YouTube Promoted Video ads on Google.com if this becomes available, advertisers can link the search and video space. Once on YouTube, a developed brand channel can keep those searchers engaged with the brand, provide useful information via video that can be shared, and provide a portal to other social outlets, as well as back to the brand site.