Chapter 4

Advertising Formats

IN THIS CHAPTER

Bullet Exploring ad format options

Bullet Going beyond YouTube with your video ads

Bullet Familiarizing yourself with the ad policy

In this chapter, you explore a variety of YouTube ad formats. You find out the benefits of each format and the reasons to use them in a campaign. You also discover the ad policy that governs what you can and, most importantly, cannot advertise.

YouTube’s Ad Format Offerings

YouTube has pioneered different ad formats and is constantly experimenting with new and compelling ways to deliver a marketer’s message to the audience. YouTube always keeps in mind these two goals:

  • What will be the most relevant, best possible, and most useful advertising experience for the audience without providing a negative experience of YouTube
  • What will help advertisers reach the right people, at the right time, in the most effective and compelling way

Those goals are in order of priority. YouTube, and Google in general, will always put the user first.

When I worked at Google and YouTube, the company deprecated (meaning it stopped offering) a particular ad format that a lot of advertisers used. Why? It was simple: The ad format was too interruptive, ...

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