Did you know that YouTube is using and ad format
that doesn't even have a name?
You can't use this ad format and it's not a video format.
Why are they doing this?
Let's find out.
Hey.com!
Hey, this is Dane Golden from Hey.com,
this is the channel where we teach you
video content marketing strategies
to help you get customers
coming back to your YouTube channel
again and again and again.
So, today's question:
Why is YouTube doing these ads
that don't even have a name?
You may have seen them, they're promoting YouTube Red,
but I was curious because these are not video ads.
Here's a video ad company, YouTube,
they're promoting a service
that basically gets you to not use ads
and they're promoting it with ads,
but these ads are, they're...
I don't even know what to call 'em.
They're like text ads, I guess?
They're text ads that come out under the YouTube video.
There is no name for it,
maybe I'll call it a pop-under, a scroll down?
Lower video
text ad?
I don't really know what it's called.
But I wanted you to look at this
because I found it was really strange.
Why is a company
that makes billions of dollars from video ads
not using video ads
exclusively to promote a service?
I found that was strange.
Do they not think video ads are working?
Do they not know the right people to get
to make them video ads?
What is the deal here?
It's very strange.
These are promoting YouTube Red,
which you may know is a service
that you can get ad-free service on YouTube.
You can watch YouTube without ads.
But it's strange.
Why wouldn't you use a video ad to promote YouTube Red?
The crazy thing about this
is that YouTube is actually running ads
to tell you you shouldn't watch ads.
Which is the craziest thing
for an ad-supported company to do.
Why wouldn't you use a video?
Do you know?
I don't know.
I want to find out.
I just wanted to show you with this
and I have some ideas.
And when I have ideas, my thoughts turn to pooping unicorns.
As yours might, because the pooping unicorn,
the Squatty Potty ads and promotions
were some of the best promotions ever,
making millions and millions of dollars for Squatty Potty.
And the same group of people got together
with something called Chatbooks,
which is an app that helps you make scrapbbooks,
essentially, photo albums of your kids.
And these guys make very, very compelling videos,
so YouTube could've done something like this.
Now I did see that YouTube is doing some pre-rolls
that are just telling you
how to download and why you should download.
They're just sort of general pre-load ads.
But importantly, they're also doing some,
essentially some trailers
for some of the movies that they're doing.
YouTube is not only about ad-free viewing,
there's also original content
that you get exclusive access to,
and you get exclusive access to music.
Well, you get the ability to download music
instead of just watching it streaming.
So, if you're going somewhere on your phone
and you don't want to be streaming
because you're not on your wi-fi,
you can use that.
So there's lots of things
and they seem to have done a very good job
with these trailers for their YouTube Red Original Series.
But I wanted to point out some other ways
that they might have done it.
One of them is,
now this is an old version of an ad,
but this is a truck ad,
this was put together by Jake Larsen a few years ago,
and you no longer have active areas
within the pre-roll to click,
because we don't have annotations,
but this video, in the first few seconds,
really tells you,
"Hey, it's a truck ad and if you want to buy a truck
or something for a truck,
this will get you to stay on the video."
And of course, if you don't like trucks
or don't have a truck,
you'll click off.
And either way is good for the advertiser,
'cause they don't pay if you click off,
so it's self selecting and saves money.
But there's a few other things going on here with YouTube
and advertising specifically.
One of the things that's happening is content marketing.
This happens to be my specialty,
and this is an article from The Next Web.
Content marketing is not just for blogs,
but it's for video now
and YouTube is a good place for this,
where businesses can speak to their customers.
This isn't necessarily advertising related,
this sort of takes away money from advertising,
because it's more organic.
And influencers are taking money away from pre-rolled ads,
because the advertiser pays them directly
to talk about the products,
and this is also an effective way of selling.
Then, there's ad blockers,
what about ad blockers?
These are getting more popular on mobile,
and they've done some surveys
to find out why people are doing this.
Some of them say they take up screen space,
they get in the way,
they want their device images to load faster,
they want to avoid ads wherever possible,
they don't like seeing pre-rolls,
they're concerned about online privacy.
So these are some reasons, particularly on mobile,
where people are getting away from watching ads
by installing ad blockers.
Also YouTube,
which is the number one streaming service worldwide,
is competing with iTunes and Spotify and Amazon
for streaming dollars,
so this type of streaming service on YouTube Red
is a definite reason to drive people to that service,
so it's really important for them to get subscribers
as fast as possible, in any way they can.
And at the same time,
they're competing with Netflix and Hulu and Amazon Prime.
They are doing this original content
to compete with these very quickly growing services,
so they really need as much growth as possible
on YouTube Red, as soon as possible.
And they're competing with cable companies.
Cable companies too, can you believe that?
So, YouTube is going after streaming music,
they're going after Netflix,
they're going after the cable companies now with YouTube TV
and they're doing other ads related to that.
So they really want to get you away
from the ad driven model,
although they will still permit it,
and that's the majority of their income.
But they really want to give you on this subscription model,
because then they can start selling
all these little services,
and variations of services.
So, you can see why they're urgently trying to do this.
There was not just text ads,
but it is an unusual thing for them to do,
and now we understand why they're so urgently
trying to advertise this YouTube Red service.
Do you agree with what I've said here today?
Do you disagree?
Tell me in the comments,
I'm just thinking this thing through,
I've just had some ideas,
I'd like to know what you think.
And if you like this channel, please subscribe.
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And that's about it.
I hope you'll subscribe, my name is Dane Golden.
Hey, see you next time.
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