Get to Know Awareness Video Ad Formats Flashcards
What is the primary goal of awareness video ad formats?
To capture attention, maximize impressions, and keep a brand top of mind by reaching as many people as possible within a budget.
What are the five key awareness video ad formats on YouTube?
- Skippable In-Stream Ads
- In-Feed Video Ads
- Bumper Ads
- Non-Skippable In-Stream Ads
- Masthead Ads
When should advertisers use Skippable In-Stream Ads?
When they want to reach a broad audience efficiently with video ads that viewers can skip after 5 seconds.
Where do Skippable In-Stream Ads appear?
Before, during, or after other videos on YouTube and across Google Video Partner websites and apps.
How are Skippable In-Stream Ads charged?
- CPM, Target CPA, Maximize Conversions: Pay per 1,000 impressions.
- CPV (Cost Per View): Pay when a viewer watches 30 seconds (or full duration if shorter) or interacts with the ad.
Where do In-Feed Video Ads appear?
In YouTube search results, the “watch next” section, and the YouTube Home feed.
What is the benefit of In-Feed Video Ads?
They engage viewers actively browsing related content, making them more likely to subscribe, share, or watch more brand videos.
How are In-Feed Video Ads charged?
On a CPM (Cost Per Thousand Impressions) basis.
What are Bumper Ads?
Non-skippable, short 6-second ads that play before, during, or after a video.
When should advertisers use Bumper Ads?
When they want to ensure viewers watch the entire ad message.
How are Bumper Ads charged?
They use Target CPM bidding, with a relatively higher CPM cost than other awareness formats.
How do Non-Skippable In-Stream Ads work?
These ads play for up to 15 seconds before, during, or after other videos and cannot be skipped.
When should advertisers use Non-Skippable In-Stream Ads?
When they want to ensure viewers watch the entire ad message.
How are Non-Skippable In-Stream Ads charged?
They use Target CPM bidding, with a relatively higher CPM cost than other awareness formats.
Where do Masthead Ads appear?
At the top of the YouTube Home feed, autoplaying without sound for up to 30 seconds.
When should advertisers use Masthead Ads?
When they want to generate massive awareness in a short time, such as for a product launch or sales event.
How are Masthead Ads purchased and charged?
They are only available via reservation through a Google sales representative and are charged on a CPM basis.
Which YouTube ad formats are available via auction?
Skippable In-Stream Ads, Bumper Ads, Non-Skippable In-Stream Ads, and In-Feed Video Ads.
How does the auction buying experience work?
Google Ads runs a real-time auction to determine which ads to show based on user activity and advertiser bids.
Which ad formats require a reservation purchase?
Masthead Ads and other premium formats, which must be booked through Google’s ad sales team.
Why should advertisers use multiple ad formats in an awareness campaign?
Mixing ad formats increases brand awareness, ad recall, reach, efficiency, and ROI.
What is the best ad mix for efficient reach?
Skippable In-Stream Ads + Bumper Ads to maximize reach on a minimal budget.
What is the best ad mix for efficient awareness?
Skippable In-Stream Ads + Non-Skippable In-Stream Ads to maximize reach and video completions.
What is the best ad mix for popular reach?
Masthead Ads + Non-Skippable In-Stream Ads to drive maximum reach on trending content.
What is Best Practice 1 when setting up an awareness campaign?
Select “Brand Awareness and Reach” as the campaign goal and choose the best ad format mix for your reach objectives.
What is Best Practice 2 when planning ad formats?
Use Reach Planner to find the optimal awareness format mix for your market and goals, then allocate budgets accordingly.
What is Best Practice 3 when selecting ad formats?
Use more than one ad format to maximize awareness. Combining formats lowers CPM and increases unique reach.
What is Best Practice 4 for awareness campaign bidding?
Use Cost-Per-Thousand Impressions (CPM) bidding to optimize for awareness and reach.
How can advertisers extend their campaign reach beyond YouTube?
By using Google Video Partners, which allows ads to appear on high-quality websites and mobile apps.
What is the benefit of Google Video Partners?
Advertisers can gain up to 20% additional reach on the same budget by extending their campaign beyond YouTube.
What are the most effective YouTube ad formats for driving brand awareness?
Skippable In-Stream Ads, In-Feed Video Ads, Bumper Ads, Non-Skippable In-Stream Ads, and Masthead Ads.
What bidding strategy should advertisers use to optimize for awareness?
CPM (Cost-Per-Thousand Impressions) bidding.
Why should advertisers mix ad formats in an awareness campaign?
Mixing ad formats improves ROI, reach, ad recall, and efficiency while lowering CPM.
