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Digital Marketing - Study Notes:

Available ad formats

On YouTube, you've a number of ad formats to choose from.

  • With TrueView in-stream, your video plays before, during, or after other videos. After five seconds, the viewer has the option to skip the ad. This ad format gives users a choice to engage with your advertising. You also have the option of the six-second bumper which is a non-skippable creative.
  • With TrueView video discovery, promote your video in places people would find them, including next to related videos, as part of YouTube search result, or on the YouTube mobile homepage.

TrueView for Shopping and Universal App Campaigns

For more advanced advertisers, we have options such as TrueView for Shopping and Universal App Campaigns.

  • TrueView for Shopping uses your Google merchant center feed to promote your products. A shopping cart displays as part of your TrueView ad.
  • Universal App Campaigns allow you to promote your app across YouTube, GDN search, and within the Google Play Store.

Premium by Masthead

The premium offering on YouTube is the Masthead. It's a customizable creative that runs on the top of the YouTube homepage for 24 hours in your chosen market. It's similar to a homepage takeover on a premium publishing website. This placement is bought on a fixed price booked on a cost per day basis, and the price for this is going to vary per market.

It can be a very expensive media buy. However, given its prominence, it does have great potential reach.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Lisa Dunn

PPC Account Manager @ OMD Ireland

  • 6+ years’ experience digital marketing 
  • Expertise in PPC advertising
  • Experience in content strategy development, paid social, and display advertising
  • Work day-to-day across paid search, video advertising, and Google Shopping
  • Clients include telecoms and utilties, local Irish brands, large online retailers, and government agencies

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

    ABOUT THIS DIGITAL MARKETING MODULE

    Display and Video Advertising
    Lisa Dunn
    Skills Expert

    This module begins with the fundamentals of Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available on the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns. It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.