Manufacturers and brand owners aim to reach a wider audience by using digital platforms. It is possible to reach tens of thousands of users with a single advertisement through websites. Especially social media platforms, which house a large audience and spend most of their time in their daily lives, have become the favorite of brands and manufacturers for this purpose.
The video content that social media users spend most of their time on has also enabled brands to create a market in this area. Among these platforms, YouTube, the largest video viewing platform, stands out. With more than 1 billion users, YouTube has become one of the channels where brands advertise the most, both by providing cheap costs and by offering alternatives in the type of advertising.
Brands can choose the ad they want to give on YouTube, in-video display ad, search ads and in-video text They can publish different types such as advertisements. Especially the fact that the first 30 seconds of the video content ads are not charged, caused the brands to focus on promoting their brands by producing effective ads under 30 seconds. In addition, users can skip these ads after the first 5 seconds. For this reason, the first 5 seconds of the video to be published is also very important. In addition to skippable ads, there are also in-stream ads limited to 6 seconds, which the user cannot skip. In addition, brands are on the page where the search results are displayed and in the area where the video is played; they can share their advertisements with a written text, photo, graphic and video content. In addition, brands must have a Google ADS account in order to advertise on YouTube.
YouTube ads greatly contribute to brands in gaining potential customers, increasing website traffic, brand awareness and maintaining reach.