by Dash Two Staff
2014 is going to be another huge year for the tech industry (according to Business Insider). The rapid rise, expansion, and transformation of ideas with the power to revolutionize society are both fascinating and hazy at the same time. As we greet each and every upcoming social media platform, mobile application, digital soft wares, etc… into our work-life balance, it is quite easy to get lost in an ocean of new possibilities, without truly utilizing each tool to its extent.
With that said, as the music space quickly became saturated with different innovative marketing venues & tools (Pandora, Spotify, SoundCloud, Reverbnation,…. to name a few), we at DASH TWO understand the confusion as well as frustration of artists, bands, and record labels in choosing an effective digital strategy. If anything, we have worked on enough projects & campaigns over the years to know what works and what doesn’t. Now, we would love to share what little wisdom we have gained with you.
Among the many advertising venues most utilized by musicians, YouTube, with its proven prominence in popular culture, is definitely the place to be. We cannot stress enough the importance of having an active presence on YouTube, whether it be through posting videos regularly, keeping your audience visually engaged, or consistently running effective ads. Consider this platform as a live resume that your audience relies on to discover and judge your work/talent. You want it to be as polished and enticing as possible.
On that note, we want to go through a few basic YouTube video ad types that have shown to be highly effective in gaining traction and pushing content toward “the tipping point,” all the while keeping a relatively low cost per click (CPC).
1. YouTube Pre-Roll
What it is: :15, :30, or :60-second video ads that play before regular videos start (hence, pre-roll). Viewers cannot skip these ads, and you pay per click.
Pros:
Ideal for new artists seeking exposure, as viewers are required to watch the ad in its entirety. With the right targeting, these ads can give artists or bands the breakthrough they need at a lower cost compared to traditional display ads.
They mimic television commercials but include clickable URLs, leveraging the interactivity of online video.
You pay per click, ensuring you only spend on actual actions rather than just engagement.
Cons:
The CPC for Pre-Roll ads is typically higher than for TrueView ads.
Pre-Roll ads often face lower inventory compared to TrueView, making it more competitive and challenging to secure prime spots on desirable channels or videos. This can sometimes lead to significantly higher CPCs or your ads not running at all.
For a deeper dive into crafting effective Pre-Roll campaigns, check out the YouTube Advertising Guide by Google to maximize your ROI and refine your strategy.
2. YouTube TrueView
What it is: Video ads that play before regular videos start. Viewers can skip these ads after 5 seconds. You only pay when viewers watch more than 30 seconds of the video (pay-per-view). The video ads must originate from a published YouTube video.
Pros:
Empowers viewers to choose ads that resonate with them, allowing bands/artists to effectively reach their target audience and only pay for engaged views.
Typically offers a much lower cost per view (CPV) compared to other ad formats, while maintaining a relatively high view-through rate (VTR).
Clicking on the video can direct viewers to a click-through URL or back to the original video.
Excellent for boosting views on new single releases or music videos, as the views gained contribute to the YouTube video’s official count.
Cons:
The pay-per-view model means you’re paying for engagement rather than direct actions like clicks.
Understanding the similarities and differences between Pre-Roll and TrueView ads is key to determining which type, or combination, will best serve your campaign goals. To explore in detail how to optimize your TrueView strategy, check out Google’s YouTube Ads Resource Center.
In our next blog, we’ll dive into YouTube targeting options and share tips on how to utilize them effectively. In the meantime, visit our ad types site to learn more!