Video Advertising / YouTube

In addition to Facebook or Instagram, YouTube is a valuable platform to host video content.

Unlike the two major social media networks, YouTube does not place video content in a news feed (like a post), but in front of the actual video that the user wants to watch. The quality of a video view can be measured (duration of the advertisement, or whether it was finished quickly).

Advertisers should understand the subtleties between the big video ad publishers YouTube and Facebook (Instagram). YouTube mainly relies on excellent environment targeting (for example, an ad for a luxury watch in front of a golf clip), while FB/ Instagram can rely on hard user data.

For many campaigns with branding objectives, YouTube is recommended whilst Facebook is recommended for campaigns with hard ROI-driven sales goals (eCommerce).