• Ntende Kenneth

A Beginner's Guide To Advertising On YouTube

While Video is taking over media, the only king is YouTube. Brands marketers are going away from traditional means of communication and employing more video to convey their message in what is a more appropriate way.

YouTube has undoubtedly taken over as the medium for video with videos of kittens, to tutorials, sporting events and explainers. While most social media platforms have so much dwelt on text, with visual and video coming in secondary, YouTube went full-blown since founding in 2005.


With 2 billion monthly logged-in users, YouTube has the attention of at least 79 per cent of internet users worldwide. It is no wonder that 81% of businesses use video as a marketing tool — up from 63% over the last year.

A video marketing strategy with attention to YouTube is paramount because 78% of all internet users do watch online videos every week, and 55% view online videos every day. There is a prediction that by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times more than the figure from 2017.

Types Of YouTube Ads

Before you make up your mind on what to exactly advertise and how to go about it, let us understand the ways YouTube can allow you to advertise.

Skippable Ads

These ads appear at the start of a video or within the ad. The beauty about them lies in the name, skippable. You can skip after 6 seconds of play, and this is good for the viewer, but not beneficial for the advertiser.

As an advertiser, you are charged when the viewer goes beyond those default 6 seconds of play. Your skippable Ad is supposed to be at least 12 seconds long.

Non-Skippable in-stream Ads

Just like the name, you cannot skip past this kind of YouTube ad. And since 76% of YouTube users have confessed to religiously skipping ads, advertisers have always opted for this kind, the non-skippable kid. Non-skippable ads provide the best ROI if you are looking at brand awareness because the viewer is going to pay attention to the 12-second or more extended ad that is playing.

NOTE: with non-skippable ads, advertisers pay per impression, at CPM (i.e., per 1,000 views). Or up to 20 seconds if you’re in India, Malaysia, Mexico, Singapore or EMEA in general.

Non-skippable ads are quite unpopular among viewers and subscribers of YouTube, and this pushed YouTube to cut the 30-second limit to 20 seconds, the most. The ad will play at the beginning of a video or somewhere within the said video, if the video is at least 10 minutes long.

Bumper Ads

These are the “trailers” of YouTube Ads because they are so short. They are unavoidable, and that somehow makes them non-skippable ads. They can be 6 seconds or even less.

They require extended creativity to confine creativity and information in the 6 seconds or less and are suitable for brand awareness.