Cut-up #5 // The Value of YouTube Display Advertising

YouTube's special user population around the world makes it the third largest property on the web. There's a great deal of value in advertising on a property with this type of reach.

Maximum User Engagement

YouTube's unique combination of video access, sharing, and community creates an opportunity for audience engagement that is unmatched.
Sight, sound, and motion elicit an emotional and physical involvement with content among users that is not available in other forms of media. There are two broad areas of participation for marketers:

1. Aid discovery and engagement with your video assets by promoting your videos (Promoted Videos) and building them a curated home on YouTube (Channels).
   
2. Capitalize on the millions of partner videos already on YouTube by targeting your display ads to relevant videos.

Video creators can also learn an enormous amount about their video assets' viewership through a sophisticated set of measurement tools. Audience demographics, levels of engagement, and performance compared to similar videos are just a few examples of the data that's available. Video creators can then use this data to drive larger and deeper viewership among a target audience.
When combined, these features and tools create a level of engagement between the YouTube audience and YouTube content that is superior to the engagement offered by traditional media.

Reaching Your Audience

With more than 400 million unique visitors per month worldwide, YouTube can offer access to both current and potential customers, bringing efficient media targeting capabilities to you and your advertisers.
YouTube offers many traditional content targeting options:

• Keyword targeting
  
• Contextual targeting

Because of the rich user data we have available, you can use audience targeting such as:

• Age
  
• Gender
  
• Location
  
• Language preference

For more sophisticated advertisers, there's also interest-based advertising, which targets users based on their previous web behavior. There are two types of interest-based advertising:

• Interest Category Marketing enables the marketer to target a user wherever they are on YouTube, based on the user's browsing history or video viewing on YouTube. This is a unique targeting capability based on the established deep engagement between video content and video consumer.
• Remarketing allows the marketer to only target ads to users who have visited the marketer's website.