The Whole Working-From-Home Thing

I don’t buy Apple products, but I’m generally a fan of their ads. Their newest video-ode to the “Work From Home” (WFH) culture is a sequel to their “Underdogs” spot from last year (see below). 

As a reflection of the 2020 working reality, the protagonist crew is collaborating remotely. This is a compelling product promotion couched in a character-driven story of our plucky (or not-so-lucky) coworkers against their nemesis, the dictatorial boss, as well as Mike from Finance.

And regardless of whether you’re an Apple fan or not, the story does a humorous job of highlighting how technology facilitates team productivity when working anywhere with an internet connection.

Critics of the ad harp on the representation of the oppressive corporate leadership that drives the plotline of underlings working to accomplish the impossible for the demands of an overbearing boss. But it’s so obviously presented as tongue-in-cheek that such reprovals are more reflections of the complainers’ sense of humor (or lack thereof) than a failing of the scriptwriters or those signing the video production paychecks.

Apple has once again established the makings of an entertaining series.

For further context re another of Apple’s humorous TV ad series, visit their “Get a Mac” campaign from 2006-2009.

Most businesses do not have the budgets to produce and distribute messaging on this scale, but Apple’s examples do serve to represent how creativity can make advertising more engaging.

3 Phases of Lead Generation

Which of the three phases of lead generation represents your business? Although these phases are relative between any company and its respective industry, this article is intended to provide a simplified categorization of lead gen potential.

Starting out with Phase One, it could be stated that most struggling businesses are in this category.

A business with a predictable flow of leads to sustain themselves sufficiently would be in Phase Two.

Phase Three represents an absolute abundance of leads, facilitating significant expansion or even market dominance.

Following is additional context for the three phases of lead generation.

LEAD GENERATION: PHASE ONE – THE STRUGGLE

This phase represents a low- to minimally-viable volume of lead generation. It can barely sustain a business and some may be on the verge of failing. Although a minimally viable amount of lead generation may reflect an insufficient amount of labor in terms of prospecting, it can just as well represent a significant volume of labor that is not paying off. For example, someone in a position to make cold calls all day would represent a lot of labor; but also an unfulfilling level of satisfaction when no meaningful prospects are uncovered.

Phase One can include doing what may have been successful in the past, even though it’s simply not as effective anymore, due to rising ad costs or shifting dynamics in a specific marketplace. Shifting dynamics can include the increasing challenge of getting decision-makers on the phone. Although this is not a new challenge, it illustrates a reality that any salesperson or small business encounters when attempting to drum up new business when it’s becoming even more challenging than it was at an earlier time. Shifting dynamics can also include reduced demand and/or increased competition. Even so, these are not an excuse for not generating more leads through more effective means; it’s merely an acknowledgment of market reality.

Phase One lead generation might include salespersons or small business owners who review LinkedIn profiles and send out personal emails to prospects in the hopes of engaging some communication. This is workable for some, but it becomes less workable over time as the target recipients become less and less inclined to even read such messages, let alone respond to them.

Don’t get me wrong, if this type of lead-gen practice — or any type at all — is working for you, then, by all means, it should be continued. But for many, this type of prospecting constitutes an uphill battle of increasing costs and labor with reduced effectiveness.

By the way, Phase One also includes persons or companies that are new to the practice and as they get better over time, they can become more effective.

Regardless, the main point about the struggle of this first phase of lead generation is that if you don’t move to Phase Two as quickly as possible, you’ll either go away due to frustration and exhaustion, or you’ll be destined to endure an unenviable career.

LEAD GENERATION: PHASE TWO – RELATIVE SUCCESS

Although many businesses or salespersons complain about not enough leads or not a high enough quality of leads, the reality of Phase Two lead generation represents a relative success. The lead flow and resulting sales correspond well to the existing production level of your product or service. And more to the point, enough revenue and especially enough profit is being generated to keep the notion of “struggle” as a distant memory.

Bear in mind that Phase Two does not represent a specific type of lead generation; it can be any method that works well. However, it’s likely that there would be more than one type of lead gen production in operation.

If your business has strong competitors in the industry, then your lead generation efforts are likely tuned and optimized enough to enjoy the market share you’ve achieved. You are likely a stable competitor in your industry.

Alternatively, you might also be a small player that has carved out a profitable niche.

Another representation of Phase Two lead generation could be a business that has no strong competitors. In which case, it’s possible that your lead generation efforts are simply “good enough” relative to the lack of strong competition. This can make for a successful business — for now.

Of course, even the concept of “success” itself is relative. For some business owners, having a profitable business with happy customers and employees is a model of success and significant expansion beyond that may not be desired.

Yet, nothing stays the same for long in the business world. New competitors come into the industry. Old competitors get more aggressive. People in your own company may retire or move on to other careers or even to other competitors. Cultural changes, such as pandemics, artificial intelligence, or other major technological progress, can alter the very foundation of entire industries.

Success today should be enjoyed. But the hard reality is that it can go away.

Hence, the surest way to achieving long-term success for any business is continual expansion, which is an apt segue into Phase Three of lead generation.

LEAD GENERATION: PHASE THREE – MARKET DOMINANCE

Phase Three represents such an abundance of continuous new prospects, that you’re either the #1 company in your industry or you’re in the small handful of the top businesses that dominate your market.

The use of lead generation systems, automation and technology is by no means limited to Phase Three of lead generation. However, in Phase Three, it’s hard to imagine achieving this level of success without implementing such systems.

As part of Phase Three (or Phase Two), it’s important to appreciate that any abundance of leads from a single source, no matter how productive it may be, represents a risky foundation for your long-term business expansion.

In Phase Three, typically a business would have multiple streams of optimized and coordinated lead streams including offline lead gen (direct mail, radio, TV, etc), in addition to a number of online sources. This would also be an example of a multi-touch, custom marketing funnel, specifically tuned to your product and services.

A mature marketing funnel in Phase Three would likely include some or all of the following types of lead generation.

LEAD GENERATION METHODS

The following types of lead gen outreach are not limited to Phase Three. Yet, Phase Three implies multiple types of lead generation activities to provide a stable source of ongoing abundance of prospects and sales.

  • Pay-Per-Click (PPC) advertising. Whether through Google, Facebook, LinkedIn, Amazon or any other platform, PPC represents a foundational type of paid lead gen. And once you’ve built a workable campaign, it can be readily scaled up.
  1. Search PPC focuses on keyword and geographic targeting.

  2. Display PPC features demographic and geotargeting.

  1. Social media paid advertising would fall under the display aspect of PPC, which again is primarily demographic and geographic targeting.

  2. Retargeting is arguable the most productive part of PPC, which provides the opportunity to show the same or new ads to earlier prospects who did not convert. You’re likely aware that prospects need to touch your brand a number of times before they’ll make a purchase. That’s why retargeting is vital.

The trick is to make PPC profitable, which can be more challenging in hyper-competitive markets or for low-cost products (which requires that you lose money on the first sale, and rely on follow-up sales to make a profit).

Furthermore, PPC can be a useful tool for uncovering high-converting keywords, which can (and should) be used to inform your SEO and content marketing.

  • Content Marketing. In brief, content marketing is about creating value for potential prospects of your products or services. Content marketing includes the creation of articles, videos, courses, infographics, reports or any educational materials that can help people learn about topics related to your products or services. The idea is to create enough valuable content that search engines will direct people to your website, who will simultaneously be engaging with your brand. It’s common to share content on social media and even use PPC to connect with prospects (and then retarget those who visited your content with ads about your products or services).

  • SEO. Some would categorize content marketing as a subset of search engine optimization (SEO), which is intended to attract prospects organically without paying for their visit. Although SEO should be integrated into any website, positioning SEO as a subcategory of content marketing represents a more predictable way to generate higher search rankings, which is the end goal of SEO. Regardless, this does not suggest that making your web pages friendly to search engines should be ignored, but it’s a longer-term runway towards creating leads today.

  • Social Media Marketing. Social media paid advertising (see PPC above) is a predictable way to generate leads. On the other hand, small scale prospecting can be accomplished, one-by-one, via LinkedIn or other more specific industry platforms. This method requires labor instead of cash. Nevertheless, if your business can gain social traction organically, this can be a productive source of lead generation.
  • Automated Email Marketing. In contrast to emailing prospects one at a time, automated email marketing includes inviting visitors (via PPC, content marketing or social media) into your email database where they will receive automated messages featuring content they need or want, sprinkled with offers to become a customer. Automated email marketing includes numerous personalization possibilities and offers high ROI relative to other channels. Compared to internet technologies in general, this may seem old-fashioned — because it has been around since the beginning of email — but it works. It’s not as effective as it was back in the 90s, but it’s still a tried and true form of lead gen in the 2020s.

  • Video Marketing. You already know from your own experience that in so many circumstances, videos do a better job of conveying a message than plain text or even photos. Videos can and should be integrated into every category of lead-gen campaigns. They can be featured via PPC, they are certainly a foundational part of content marketing, they can be the primary content on landing pages and they should be promoted via email. The very fact of their importance to all parts of lead generation is why it’s designated here as its own category of lead-gen.

Regardless of which phase of lead generation you might be in, no phase allows you to be complacent. It’s imperative to continually optimize and expand your lead gen initiatives — at least if you want to continue to grow.

How ads follow you around the internet

This video outlines how cookies work and how they’re being used, along with some context from Lou Montulli, who invented cookies in the summer of 1994 while working at Netscape.

Cookies do improve our online experience. In fact, without cookies, the internet we know couldn’t exist. But they impose privacy concerns, as well, which has become even more of a topic in recent years, although even in the 90s it was a concern among a smaller segment of the overall population.

A browser cookie is a small piece of code stored on a user’s computer by your web browser to access websites. Cookies were designed to be a reliable mechanism for websites to remember information (such as items added in the shopping cart in an online store) or to record the user’s browsing activity (including clicking particular buttons, logging in, or recording which pages were visited in the past).

Cookies perform essential functions. Perhaps most importantly, authentication cookies are the most common method used by web servers to know whether the user is logged in or not, and which account they are logged in with. Without such a mechanism, the site would not know whether to send a page containing sensitive information, or require the user to authenticate themselves by logging in.

The security of an authentication cookie generally depends on the security of the issuing website and the user’s web browser, and on whether the cookie data is encrypted.

Security vulnerabilities may allow a cookie’s data to be read by a hacker, used to gain access to user data, or used to gain access (with the user’s credentials) to the website to which the cookie belongs.

Furthermore, and most pertinent to this article, revenue from advertising is a strong incentive for companies to track online behavior. Brands want to sell products by serving ads. Publishers, who create content, want to make money by serving ads when visitors are on their site. And middlemen are in the business of ensuring the ads from the brands are delivered to the right people.

In other words, there’s a lot of vested interest in maintaining cookies. So, expect ongoing tension between privacy concerns and the big business of online advertising.

Soap, Sex, and Cigarettes

The above video illustrates the evolution of advertising from early newspaper ads in colonial times to today’s online advertising.

The video is hosted by Jared Bauer, who explores the topic of “Why Our Ads Are Different Now,” referencing the history of advertising from the book: Soap, Sex, and Cigarettes by Juliann Sivulka.

The book’s description on Amazon describes it as an examination of “How American advertising both mirrors society and creates it.”

It highlights the growth of advertising in America, the promotion of brands and products and how advertisements and agencies reflect and introduce cultural trends and issues.

The video notes the difference between “hard sell” advertising and “soft sell” advertising. In brief, hard-sell ads focus on specific features and benefits that inform the message and visual components while attempting to promote reasoned self-interest.

Soft-sell advertising is more subtle. Instead of emphasizing rational benefits, this type of advertising attempts to establish positive emotional connections from the viewer to the brand or product. These types of ad messages tend to be warm and fuzzy. Think of most modern big-brand TV commercials.

Whether advertising is becoming better, or not, is debatable. Certainly, most consumers are generally not enthusiastic about being subject to advertising. However, what has been understood by surveys is that consumers are less resistant to ads about products or services that are relevant to them. And of course, the modern advertising industry is getting better at individual targeting, although that also introduces privacy issues.

One key takeaway is that advertising is not only a prominent driver for business promotion, but it’s a part of our cultural heritage.

Marketing to Generation Y and Generation X

Marketing is the activity and processes for creating, communicating, delivering, and exchanging offerings that have value for customers and clients. (Definition of Marketing).

Traditional marketing has broadly relied upon these channels:

• Word-of-mouth
• Fliers, brochures and other printed support materials
• Print ads in newspapers, magazines and trade publications
• Radio and Television commercials
• Billboards
• And much more

However, undercutting all the traditional marketing channels that might potentially carry a message, would be the words of the actual message itself.

• What concepts would inspire a recipient of such a message to seek out more information?

• More specifically, what message would move a person to make a purchase?

By virtue of the myriad experiences that each and every individual already possesses, it could appear to be a complex process to understand the needs and desires of so many unique persons.

As an example, would an individual fresh out of college respond to the same message about purchasing a health book as a middle-aged parent who is seeking to improve their physical fitness?

Heck, do the terms “health” and “physical fitness” even mean the same thing to disparate age groups?

Marketing Messages

Although crafting messages that generate purposeful response can be complex, the art and science of marketing is founded upon a rudimentary concept of seeking to understand similar characteristics of smaller groups, which can then be analyzed to ascertain similar buying behaviors and characteristics. Such segmentation can be by age, gender, geography, interests, and by many other criteria.

Understanding what messages are the most effective at generating interest in any product or service are gained through market research, including surveys and market testing. A common form of market testing is the process of comparing different marketing messages and advertisements, side-by-side, to analyze which generates the best response. Such results are then used to further refine a message to maximize the response of the presentation.

As an example, let’s suppose you happened to be interested in increasing your personal fitness level and you observed two separate advertisements in your local newspaper, which said:

• “Get healthier and feel better now, call 123-456-7890”

• “Increase your personal health and fitness by calling 123-456-0987”

Which might pique your interest the most?

The answer won’t be the same for every person, but one of those messages may be more effective for a majority of individuals at driving responses.

“Health” products and services are potentially appealing to a large swath of individuals in modern societies. Since that’s a pretty broad category of buyers to understand, more useful insights can be gained by looking at similarities associated with a marketing subgroup, characterized by age.

Advertising to different age groups is more sophisticated than simply having young actors in a TV commercial drinking a certain brand’s health drink to promote that product to that group, and/or depicting a mature couple on a beach sipping the same health drink to appeal to older consumers. (Even though effective use of imagery to demonstrate different age groups would be a minimal requisite).

Generational Categories

Marketing as an art and science to generate more potential customers is akin to the way you and I and everyone else in our world relates to each other: we find it easier to understand and trust others that already have similar ideas and views. Understanding the ideas and views of different age groups simply makes it easier to present products and services to subsegments of society in a way that is more likely to be appealing.

Joe Marconi, in his book, Future Marketing, details characteristic pertaining to several age groups, including those briefly summated as follows:

A) Baby Boomers (born between 1946 and 1964): Image-conscious, yet sensitive and nostalgic

B) Generation X (born between 1965 and 1980): Cynical, yet ideological

C) Generation Y (born between 1981 and 2000): Independent, enigmatic

Additional characteristics identified with these age groups have been detailed this way:

A) Baby Boomers are noted as achievement-oriented, confident, career-focused and responsible. They are said to welcome exciting and challenging projects and further desire to make a difference with their lives.

B) Generation X values freedom and responsibility. This generation is typified as being technologically adept and representing a casual resistance to authority and structured work hours, and particularly, a dislike of being micro-managed. Generation Xers are said to work to live rather than live to work.

C) Generation Y represents the youngest age group of talent in the work force. Generation Yers are said to desire attention in the forms of feedback and guidance and wish to be kept in the broader communication loop. More so than any other age group, Generation Y has grown up being plugged-in 24 hours a day, 7 days a week, and is the most technologically savvy of these age groups.

More to the point, how does one use such information to communicate to potential new customers?

Although the best answer to that question would be resolved through surveys and market testing, there is available research that can be readily leveraged for greater promotional effectiveness.

Simplifying The “Ages” for Marketers

Much of the point of this article is simplified by Lisa Johnson in her 2010 book Mind Your X’s and Y’s: Satisfying the 10 Cravings of a New Generation of Consumers. Johnson categorizes the combined Generation X and Generation Y as the “Connected Generation.” She examines the buying behaviors of 18- to 40-year-olds and depicts these “multitasking, constantly upgrading customers who grew up in the Internet era” to base their decisions upon ten “consumer cravings.”

Johnson identifies such cravings by using terms such as:

1) “Extreme personalization”
2) “Adventure”
3) “Loose connections” by way of social networks
4) “Intuitive design”
5) Helping to “sift through the clutter” by way of interpersonal editors and filters
6) “The rejection of push advertising and the rising influence of peer-to-peer networks”
7) “Connected citizens explore their creative power and influence change”
8) Delivering “a dramatic sense of theater”
9) Finding common ground through “Spiritual hunger and modern media”
10) And finally, by giving back through “volunteerism and the meaning of contribution”

Although a separate series of articles could be devoted to the myriad ways all ten of these “cravings” can be extrapolated to better market health products – or any products and services – what is immediately pertinent is the channel that most engages the “Connected Generation”: the Internet, and especially social media.

In other words, although market surveys and testing would yield more responsive messages to engender more clients, customers and patrons, by simply leveraging social media services such as blogs, YouTube, Facebook and many other related platforms, businesses that are seeking to sell to Generation X and Generation Y would be engaging them via media that is already more intuitive to them in terms of making purchases.

Conclusion

The takeaway for this article is that the marketing messages that have been effective at bringing in new business for your company, may or may not be working as effectively as they used to, simply because a large chunk of the buying public has moved their buying research and decision-making to the Internet and to social media.

Although the potential for increasing new sales for your business could be increased via more specific messaging, facilitated by surveys and market testing, easier marketing gains (more sales) may be achieved by conveying your existing messages more effectively via media that is more engaging to both Generation X and particularly Y: The Internet. And more specifically, by way of channels that facilitate user engagement, such as blogs, Facebook, YouTube, and many other types of Social Media.

David Ogilvy’s Secret Weapon of Advertising

In 1962, Time magazine called David Ogilvy “the most sought-after wizard in today’s advertising industry.” In this 7-minute “We Sell or Else” video, Ogilvy discusses his “Secret Weapon” of Advertising.

David Ogilvy Video Transcript

I wish I could be with you today in the flesh, as they say, unfortunately I’m in India. Ever been in India? It’s very hot. If you don’t mind I’m going to take off my coat.

You know in the advertising community today, there are two worlds, your world of direct response advertising and that other world, the world of general advertising. These two worlds are on a collision course.

You direct response people know what kind of advertising works and what doesn’t work, you know to a dollar. The general advertising people don’t know. You know the two-minute commercials on television are more effective, more cost-effective than ten second commercials or thirty second commercials. You know that fringe time on television sells more than prime-time. In print advertising, you know that long copy sells more than short copy. You know that headlines and copy about the product and its benefits sell more than cute headlines and poetic copy. You know to a dollar.

The general advertisers and their agencies know almost nothing for sure because they cannot measure the results of their advertising. They worship at the altar of creativity, which really means originality, the most dangerous word in the lexicon of advertising. They opine that thirty-second commercials are more cost-effective than two-minute commercials. You know they’re wrong. In print advertising, they opine that short commercials sell more than long copy. You know they’re wrong. They indulge in entertainment, you know they’re wrong. You know to a dollar, they don’t. Why don’t you tell them? Why don’t you save them their follies?

For two reasons; first because you’re impressed by the fact that they’re so big and so well paid and so well-publicized. You’re even perhaps impressed by their reputation for creativity whatever that may mean. Second you never meet them. You inhabit a different world. But the chasm between direct response advertising and general advertising is wide. On your side of the chasm I see knowledge and reality. On the other side of the chasm, I see ignorance. You are the professionals.

This must not go on. I predict that the practitioners of general advertising are going to start learning from your experience. They’re going to start picking your brains. I see no reason why the direct response divisions of agencies should be separate from the main agencies. Some of you may remember when television people in agencies were kept separate wasn’t that idiotic? I expect to see the direct response people become an integral part of all agencies. You have more to teach them than they have to teach you. You have it in your power to rescue the advertising business from its manifold lunacies.

When I was 25, I took a correspondence course in direct mail. I bought it out of my own pocket from the Dardnell Corporation in Chicago. Direct response is my first love and later it became my secret weapon. When I started Ogilvy & Mather in New York, nobody had heard of us. But we were airborne within six months and grew at record speed. How did we achieve that? By using my secret weapon, direct-mail.

Every four weeks I sent personalized mailings to our new business prospects. I was always amazed to discover how many of our clients had been attracted to Ogilvy & Mather by those mailings. That was how we grew.

Whenever I look at an advertisement in a magazine or newspaper I can tell at a glance whether the writer has had any direct response experience. If he writes short copy or literary copy it is obvious that he has never had the disciplines of writing direct response. If he has had that discipline, he wouldn’t make those mistakes.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct response. That experience will keep his feet on the ground for the rest of his life.

You know the trouble with many copywriters and general agencies is that they don’t really think in terms of selling. They’ve never written direct response. They’ve never tasted blood.

Until recently, direct response was the Cinderella of the advertising world. Then came the computer and the credit card. And direct marketing exploded.

You guys are coming to your own. Your opportunities are colossal.

In the audience today, there are heads of some general agencies. I offer you this advice, insist that all your people, creative, media, account executives, that they’re all trained in your direct response division. If you don’t have such a division, make arrangements with a firm of direct marketing specialists to train your people. And make it a rule in your agency that no copy is ever presented to clients before it has been vetted by a direct response expert.

Ladies and gentlemen, I envy you. Your timing is perfect. You’ve come into the direct response business at the right moment in history. You’re on to a good thing. For forty years, I’ve been a voice crying in the wilderness trying to get my fellow advertising practitioners to take direct response seriously.

Today my first love is coming to its own. You face a golden future!

Scientific Advertising

You’ve probably read a few marketing books in the past.

But how many ‘old’ marketing books have you read?

I’ve gobbled up a bunch over the years and continue to do so as much as possible. And although I have a few favorites, in my opinion, the most important one is not a new one. In fact, it may very well be the oldest:

Scientific Advertising was written by Claude C. Hopkins in 1923 and is truly a seminal book for the world of direct response marketing. The principles of testing and measuring that Hopkins established are as important today as back then. The difference being that what took months to test back then through newspapers, magazines, and direct mail, can be tested nowadays with extraordinary speed online.

The uninformed would be staggered to know the amount of work involved in a single ad. Weeks of work sometimes. The ad seems so simple, and it must be simple to appeal to simple people. But back of that ad may lie reams of data, volumes of information, months of research.

So this is no lazy man’s field.

Scientific Advertising, Claude C. Hopkins, 1923

The mantra of 21st century marketing is the same as back then: Test, Test and More Testing!

Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them—not by arguments around a table. Go to the court of last resort—the buyers of your product. (1923)

Scientific Advertising, Claude C. Hopkins, 1923

The Problem with Google Video Partners for Google Ads

Google owns YouTube. And YouTube is the biggest video hub on our planet. And of course, Google makes money by showing ads. Hence, all the ads you see on YouTube are Google Video Ads.

But Google shows ads and video ads in other places, too.

Google calls those other places “partners.”

Google video partners are additional websites and mobile apps where Google can show your video ads, beyond YouTube.  That’s the good news. The bad news is that when you set up a Google Ads video campaign, the partner sites are default-enabled. Now, it’s not a problem to disable them — and generally, you should — but if you’re still learning the ropes around Google Ads, and particularly their video ads, it’s a setting that could be missed, among the many settings that require decisions for every campaign.

Now, to be clear, it’s not that the video partners should never be used.

It’s just that if you are doing any advertising (video or otherwise) you should be testing and optimizing the settings as well as the video and messaging themselves. Hence, the basic idea is to minimize the variables to begin with and then test them when you’re ready.

In other words, the video partners should be tested separately from your video ads on YouTube. Find out for yourself if the video partners are increasing or decreasing your ad performance. Don’t just take Google’s suggestions, when their goals are different than your own.

You, of course, want to optimize your advertising so that it benefits your business the most with the least cost. And of course, Google wants you to spend more of your money with them.

They will tell you that it’s in their best interest to provide you a good experience so that you’ll continue to spend money with them. But the truth is, most new advertisers are not going to do a good job, which means you won’t be continuing your advertising, which also means they would like to generate as much revenue from you as possible, while they can.

The professional way to approach Google Video Ads or any advertising, is to test different messages, demographics, geographical zones and other targeting options, as well as the messaging, and test them all discretely and one at a time, so you can find out for yourself what is supporting your goals and what is not.

Don’t get me wrong, Google Ads and Google Video Ads are worthy of testing and for many businesses, Google can be an important channel for business growth.

But you’re better off going through a strategic, step-by-step testing process which will give you a stronger opportunity for winning.

YouTube Video Advertising Formats Explained – Different Types of YouTube Ads

YouTube has a number of video advertising options. Each have their advantages and disadvantages. Some have intuitive applications, such as Outstream Ads which are specifically for mobile. Ad Sequence videos are unique in that you can show a predetermined series of ads to individual viewers in the order that you define.

Others have length limitations, such as Non-Skippable In-Stream ads (15 seconds or less) and Bumper Ads, which are 6 seconds or less.

Here are the primary YouTube video ad formats:

  • Skippable in-stream ads
  • Non-skippable in-stream ad
  • Discovery ads
  • Bumper ads
  • Outstream ads
  • Video Discovery ads
  • Mastheads ads
  • Ad Sequence (This one is unique in that you can use a combination of the first three formats above to present a series of messages).

Using square and vertical video formats for mobile provides more screen real-estate, which is a plus for making a bigger viewer impact, although the standard horizontal format is best for desktop and can also be shown on mobile.

One point not mentioned in the above video is the benefits of testing different ad formats to find which works best for your product or service, as well as your overall industry.

Difference Between Advertising, Promotion, Publicity, Public Relations and Marketing

Here is a clever marketing citation that has been circulated around for many years that delineates the differences between advertising, promotion, publicity, public relations and marketing.

  • If the circus is coming to town and you paint a sign saying, “Circus is coming to Fairgrounds Sunday,” that’s Advertising.
  • If you put the sign on the back of an elephant and walk him through town, that’s a Promotion.
  • If the elephant walks through the Mayor’s flower bed, that’s Publicity.
  • If you can get the Mayor to laugh about it, that’s Public Relations.
  • And, if you planned the whole thing, that’s Marketing!

In brief, “Marketing” represents the big picture.