YouTube als Werbekanal

Social media marketing is part of every marketing mix these days and always offers new opportunities for companies to advertise. In addition to Facebook and Instagram, there are other alternatives to optimally reach your customers. In recent years, YouTube has developed from one of the most popular providers of moving images to an attractive advertising channel with great potential for small and large companies. In 2020, $19.77 billion in advertising revenue was generated via YouTube. Compared to the previous year, this was an increase of around 30.1%, taking second place after Facebook (2020: USD 84.17 billion). 

YouTube’s users

Since 2005, YouTube has provided a platform where users can easily and quickly share video content with one another. The sale to Google Inc. in 2006 continued the success of the streaming provider. YouTube now has just over 2 billion registered users worldwide every month. There are also users who do not actively register on the site but still access content. In total, the number of users adds up to around one billion hours of streaming time. Among them are 48 million Germans who visit YouTube at least once a month. The target group is very broad from a demographic point of view. According to the ARD/ZDF online study 2020, just over half of the users in Germany are male. In addition, 94% of 14-29 year olds and 81% of30-49 year olds regularly the streaming offer. In addition, YouTube is also used more by the older audiences compared to other social media platforms. 

YouTube as an advertising platform

With this broad mass of potential target groups, YouTube offers a diverse advertising channel that around 62% of companies worldwide have already discovered for themselves. YouTube has a significant advantage over other social media or streaming platforms. Since YouTube is a subsidiary of Google, the channel not only benefits from the extensive database and machine learning processes, but also from partnerships with e-commerce companies such as Shopify or Square. 

YouTube advertising – How it works

For a perfect advertising campaign on YouTube, various parameters must be carefully selected: the advertising format, the audience and the creative, i.e. the commercial itself. Thanks to Google, this information can be tailored very precisely to the desired audience. Depending on the desired goal, you can then target more generally with a broad audience or work with more specific audience segments. Here, for example, there is the in-market audience , in which a buying interest is recognized, for example, in Google Maps searches. In the lower funnel , if the focus of the strategy is on remarketing or lookalikes of your own customer group, the format True-View- for-Action to be appropriate. This is designed for the desired action such as lead generation or purchase. Another advantage of Trueview is that you only pay for what the customer looks at. So if there is wastage, it doesn’t cost you dearly.  

Various advertising formats on YouTube

Marketers have various options when it comes to advertising formats: There are in-stream ads, non-skippable ads and bumper ads. There are also sponsored info cards and overlay ads. InStream Ads play before, during or after the main video and can be skipped after 5 seconds of play time. The goal here should be that users want to continue looking at the ad. The short non-skippable ads last a maximum of 30 seconds. The user cannot skip these spots but must watch the clip to the end to get to the main video. Bumper ads are short commercials that only last 5 to 6 seconds and cannot be skipped. The sponsored info cards can be used to overlay information that matches the content of the main video. 

According to CEO Susan Wojcicki, YouTube is planning virtual reality functionalities in the future and has already developed a format called VR180 in cooperation with Daydream, which creates 3D videos.

YouTube Strategies

In contrast to TV spots, promotional videos on YouTube offer a number of advantages. For example, a single click triggers an action such as a purchase or a newsletter subscription. In addition, YouTube is constantly developing new strategies, such as a live stream where you can buy live. The products are displayed below the video so that a purchase can be made with just one click.

There are various ways of structuring advertising videos. We distinguish between product videos, explainer videos and offer videos. Product videos should not show lengthy explanations at the beginning, but rather start with a hero shot of the product and then show it in action. The explainer video is primarily aimed at people who are not yet familiar with the product or do not know that they need it at all. First the pain point is shown, then the product as a solution with a call-to-action and finally further explanations. The offer video gets straight to the point: First the product is shown in the hero shot with an offer interrupter, then the call-to-action follows and finally further information such as benefits, delivery times and guarantees are given.


The YouTube platform has become indispensable for advertising videos. The large number of active users alone shows that there is a huge reach that companies can use. With the help of Trueview , the social media keeps costs fair so that companies do not spend money unnecessarily. YouTube is still striving to release new functions such as the shopping live stream or the 3D video format VR180 in order to offer even more possibilities. So, as long as the promotional videos are done well , businesses can benefit greatly from the YouTube advertising platform. 

Do you need support or would you like to hand over the online marketing of your company into professional hands? Then do not hesitate to contact us! At Nakoa Digital we are performance marketing and retail media experts. We are happy to help you to strategically advance your online marketing! You can easily book a non-binding consultation with us and ask us your questions.

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