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YouTube Advertising: How TrueView Helps Inbound Marketing Campaigns

How marketers can make the most of YouTube TrueView paid advertising within an Inbound Marketing strategy.

Inbound Marketing

Alastair Kane

strategicabm 550 60

Mar 3 2016 - 3min Read Date published: Date modified: 2016-03-30


What Is YouTube TrueView, and Why Use it?

Set up and managed via Google AdWords, YouTube’s TrueView ad platform offers substantial opportunity and targeting versatility for video ads.

As it is designed to be well targeted and non-intrusive, TrueView offers particular advantage to Inbound marketing campaigns. As a cost efficient, versatile ad channel, it should be considered as part of a complete digital channel promotional mix.

How Does TrueView Help Inbound Marketing Campaigns?

“The number of hours people spend watching videos (aka watch time) on YouTube has increased by 60% y/y, the fastest growth we've seen in 2 years.” - YouTube

As a platform, YouTube itself attracts a vast and diverse audience. According to YouTube’s own statistics:

YouTube has over a billion users – almost a third of all people on the Internet. Every day, people watch hundreds of millions of hours of YouTube videos and generate billions of views.

For Inbound marketers, YouTube TrueView enables the sharing of relevant messaging to targeted viewers within YouTube’s audience. It is important to remember that paid ads can be relevant to Inbound - but only if they continue to offer helpful, targeted information, without being intrusive or irrelevant.

When used as part of an Inbound marketing campaign, as HubSpot recently covered, TrueView offers multiple benefits:

Ads Are Low Cost, and Marketers Only Pay For Interested Engagement

As a new platform, advertising on YouTube is currently relatively low cost. For early adopters this offers substantial advantage when it comes to testing, targeting and refining ad strategy.

At the time of writing, marketers only pay for engaged views (when 30 seconds, or your whole clip is viewed, or if there is additional engagement). This means you won’t pay if someone skips your ad - you’re paying for clicks rather than impressions. If ad targeting is correct, that means you’ll only be paying for engagement from your ideal personas.

Granular Targeting Options Allow Helpful, Relevant Advertising

The Inbound marketing methodology prioritises non-interruptive marketing, which helps a specific, targeted persona. As the TrueView page itself describes;

“Why bombard users with ads they don't want to see? With TrueView, you give them a choice, and it's a win-win: Viewers see videos they're curious about, and you get more views from an audience you know is interested.”

TrueView advertising fits well with the Inbound methodology and offers the targeting capacity to achieve it. Because TrueView is managed via Google AdWords, targeting can be very specific; from demographics such as age or gender, to specific video categories, channels, and keyword targeting. This makes it easier to tailor campaigns to suit a specific buyer persona and means ads will only be shown to viewers most likely to be interested.

From in-display ads (suggested side videos, search results) to in-stream ads (those you can skip) TrueView ads appear naturally (or natively) within YouTube’s platform - and all varieties allow the addition of overlaid ‘cards’, CTAs and links to your site landing pages. Because they are native ads (paid ads while follows the natural form of the platform), these ads fit well with the non-interruptive requirements of Inbound, meaning TrueView marketers are equipped to reach and nurture their most relevant audience without irritating those who are uninterested.

As TrueView is Run Through AdWords, Remarketing Is An Option

Remarketing, or retargeting allows you to re-target your content to previous site visitors, boosting the potential for re-engagement and conversion by keeping your content in their mind, without intruding.

For prospects who are not ready to convert (those in the awareness or consideration stages of the buyer’s journey), remarketing (displaying your ad content natively to a previous site visitor, across the web) offers substantial nurture capacity.

TrueView allows the same targeting capability available on the Google Display Network remarketing platform. This means you can target using your email list, segment by persona and buyer’s journey stage (and even create lists based on the video content people have already seen). Altogether this ensures the right helpful messaging reaches the right people, to nurture at the right time - the ideal of Inbound marketing.