If we literally translate YouTube into Spanish, it would be “Tú Tubo”. You (tú/ usted) represents that the content is generated by the user and not by the site itself. Tube is a nod to an old term for television and the early monitors that were common when the company was starting up.
YouTube is a social network that allows you to host and share videos that have been created by users. Unlike other similar websites it has a large number of participants and a very extensive amount of information and daily visits. YouTube allows its users to upload videos so that others can consume them at any time and online. It was created by three former PayPal employees in February 2003. In 2006 it was acquired by Google for $ 1.6 billion and now operates as one of its subsidiaries.
YouTube is considered the second most popular website in the world, we all know that the first is Google. As of 2019, more than 500 hours of content per minute will be uploaded to this network.
Last Wednesday, November 11, in the afternoon, a historical event happened for the first time on YouTube and it was its fall worldwide. During the approximately two hours that the fall lasted, hundreds of users filled social networks with memes about the event.
YouTube and advertising
Normally when we think of YouTube the first thing that comes to mind is viewing videos. Be it music video clips, video tutorials, concerts, monologues … it’s normal, the first thing we associate it with is viewing.
Videos are among the most shared content on social networks. This is the reason why creating them is very favorable to promote strategies and publicize advertising proposals. It is one of the advertising platforms that give us the option of reaching a greater number of potential consumers of our product or service. With more than a billion people who visit YouTube monthly and with 6,000 million hours of video per month, it is no wonder.
Promotional videos can be created on YouTube for users to view before the content they have chosen to play begins. People may decide to skip the ad after 5 seconds of playback. That short space of time will be what we have to be able to capture the audience. The most recommended is that the ad has a minimum duration of 15 seconds.
YouTube offers 4 ways in which you can advertise a product or service.
- Trueview Ads. This type is where viewers can skip the video ad after five seconds. Ultimately, the user decides what to see.
- Standard Banners. They consist of including a graphic advertising piece and is characterized by appearing outside the videos and within the site. Its fundamental objective is to generate brand recognition from ads that are paid per click or impressions received.
- Masthead formats. Similar to Banners, they are large videos that usually appear in the header of the main YouTube page. They also always occupy the entire width of the page.
- YouTube Mobile Ads. They are specifically designed to be viewed through mobile devices.
Audio advertising on Youtube
Who has not ever used it as a playlist without paying attention to the visual content? Yes, just as if it were an infinite musical record. A kind of virtual pendrive that we plug in so that it lasts for hours while we do other things. We have all done it and of course dear friends Google knew it and was not going to waste it. And for this reason it has presented the new audio ads on Youtube. For Google, music is an excellent medium to capture an audience that is listening to what they like.
The new YouTube audio ads are presented as a way to reach listeners who use the application in the background. They will last from 15 to 30 seconds and can be played in a similar way to ads on other audio platforms such as Spotify.
For now, the visual component of YouTube’s audio ads will remain. It will consist of still images or simple animations to highlight the soundtrack that is the key in this type of advertising.
It is proven that more than 50% of users who log in and consume music content in a day do so for more than 10 minutes. This shows the great potential of new YouTube audio ads. It will be the medium for the message to be seen, and heard along with the musical content.
During the months that the tests have lasted, 75% of the audio advertising campaigns generated a significant increase in brand awareness.
In addition to introducing the new audio ads, YouTube has also released the dynamic music selections. They are groups of channels dedicated exclusively to certain popular musical genres. Music selections based on moods or hobbies can also be found.