This post is part of the “BizBlog Series,” which was formally its own blog. Check back each week to see articles about partners and advertisers on YouTube, or search under the label 'BizBlog'.
Update: As of December 1st, 2011, you will start to see Promoted Videos referred to as TrueView in-search and TrueView in-display.
For big advertisers on YouTube, the YouTube homepage is often seen as the holy grail. It's the highest-profile placement on YouTube, providing marketers with the ability to deliver a big impact and drive attention to content, trailers or advertising. To give you an idea of the scale we’re talking about, the homepage has been delivering nearly 45 million impressions per day and 18 million unique visitors a day in the U.S. — that's the equivalent to the ratings of several top-rated prime-time television shows combined. While impressions and unique visitors are never guaranteed, users who visit the homepage are actively looking for the next video to watch, so advertisers naturally want to be part of the action.
A little known fact is that a few days each quarter, we open up the YouTube homepage to
Promoted Video advertisers. These companies end up getting a bit of extra exposure from their campaigns. There are a couple of ways to make sure your ads show up on the homepage, should the opportunity arise. First, log into your AdWords account, and under "Campaign Settings," consider the following:
- In order for Promoted Videos ads to appear on YouTube browse pages, watch pages, and on the homepage, select "Display Network"
- To appear *only* on YouTube placements, select "Relevant pages only on the placements I manage" and add youtube.com as a managed placement.
- To appear *only* on the homepage, select "Relevant pages only on the placements I manage" and add youtube.com::pyv-top-right-homepage as a managed placement
- Set a specific bid for the homepage and keep in mind that it is a more competitive placement
- Please note: this feature is only available in Australia, Brazil, Canada, France, Germany, Italy, Spain, the U.K., and The U.S.
Because the dates we run Promoted Videos on the YouTube homepage vary, we unfortunately don't have a set schedule to provide to our advertisers. However, we typically know about 48 hours in advance. If you have a managed account, you can ask your Google representative to let you know when these opportunities arise so that you can increase your bids to improve your chances of showing up.
Several advertisers – large and small – have found great success showing Promoted Videos on the homepage. One YouTube advertiser,
Dynomighty Design, grew their entire business by using Promoted Videos and getting placements on the YouTube homepage. Founder Terrence Kelleman says: "YouTube helps us sell our product, learn about our audience and build a strong brand image. And as a small company with a limited advertising budget, YouTube has become our main advertising strategy. Not only are costs low with Promoted Videos, but healthy conversions also make YouTube our #1 referring site in terms of traffic and revenue." To read more about Dynomighty's story, check out
their original YouTube video and their
feature on the Official Google Blog.
The YouTube homepage has a captive, engaged audience and it's our goal to let advertisers understand how best to reach customers that would be interested in hearing from them. For more information about advertising on YouTube, visit
youtube.com/advertising, and for more information on Promoted Videos, check out
ads.youtube.com.
Mark Sabec, Product Marketing Manager, recently checked out YouTube Show & Tell, home of the best creative marketing examples on YouTube.
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