Google is making it easier to buy ads on YouTube by expanding its self-service buying system.
Depending on its availability in your local market, this feature has been implemented in:
YouTube Select selections: Booking products that allow eligible customers to target the top 5% of YouTube channels, targeting the most passionate audiences in a given market.
YouTube Select short film lineup: Booking products that allow eligible customers to target the top 5% of YouTube’s popular shorts (vertical videos 60 seconds or less).
YouTube TV Schedules: A TV streaming service that offers live TV channels from over 100 regional, cable and broadcast sports networks.
Cost per impression masthead– A video ad that appears at the top of the YouTube homepage, where advertisers are billed based on the number of times the ad is shown.
Standard run of YouTube Booking (formerly known as Instant Booking): With YouTube Booking you can get a quote and reserve YouTube inventory instantly without any negotiation.
Why we care YouTube’s simplified and improved self-service buying system can save advertisers time and effort in creating and managing campaigns, and also open up new and more efficient opportunities to reach their target audience.
What are reserve products? Reservation announcements are placements that you buy in advance, where you pay based on the number of times your ad is shown (cost per impression). With reservation campaigns, you can secure impressions at a fixed price. Google recommends reservation ads for:
Promotion of brand awareness. Offer a new product or service. Re-branding of a product or service.
Reservation ad formats. There are five different ad formats you can choose from when you buy reservation ads:
Non-skippable in-stream ad: This format is non-skippable and appears before, during or after a video. Non-skippable video ads can last up to 15 or 30 seconds. In Display and Video 360 Instant Booking, non-skippable video ads can be up to 60 seconds long. Skippable in-stream ad: This ad is shown when someone starts a video (pre-roll) or during long content and is skippable after 5 seconds. Skippable in-stream ads have no length limit, but shorter videos, usually under 3 minutes, tend to perform better. Short ads: Short ads are skippable video or image ads that last between 6 and 60 seconds. They appear among shorts in the YouTube shorts feed. Booking-based shorts ads are accessible through YouTube Select Shorts. Bumper Ads: This is a non-skippable video ad with a duration of 6 seconds. Masthead ad: This is a video ad that appears at the top of the YouTube homepage. Masthead ads are available on YouTube for desktop, mobile apps, and the YouTube TV app.
What are the benefits of reservation ads? Reservation ads can offer significant benefits to sellers, including:
More control: You can buy prints at a fixed price. High visibility: You can guarantee the placement of your ad at the top of the YouTube home feed using the YouTube masthead. Premier Inventory: You can access Youtube Select and target prime content on YouTube. Learn more about YouTube Select. Brand Awareness: You can reach a wide audience.
What Google says. A Google spokesperson said in a statement:
“Buying on Google Ads lets you plan, buy and measure auction and booking campaigns in one buying gateway.” “Bookings in Google Ads also offer digital innovations such as advanced audiences alongside more traditional buying constructs such as fixed CPMs.” “We are committed to making more of our products available for direct self-service implementation.”
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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