Understanding Youtube Ad Targeting

October 29th 2018 By Fergus Dyer-Smith

One of the best things about the YouTube advertising platform is the amount of targeting options open to brands. These have grown and grown over the last few years.

Below we have outlined the targeting tools that the platform offers and that you as a brand can take advantage of.

A YouTube help article outlines in more detail the ways in which you can target your video to the right audience:

01 Demographic groups

You can choose the age, gender, parental status or household income of the audience you want to reach.

02 Interests

Pick from available audience categories to reach people interested in certain topics, even when they may be visiting pages about other topics

03 Affinity Audiences

Raise brand awareness and drive consideration with your video ads by reaching people who already have a strong interest in relevant topics

04 Custom Affinity Audiences

With customisable audiences, you can create audiences that are more tailored to your brands. For example, rather than reaching sports fans, a running shoe company may want to reach avid marathon runners.

05 Life Events

Reach potential customers when purchase behaviour shifts and brand preferences change during life milestones like moving, graduating from university or getting married.

06 In-market Audiences

Select from these audiences to find customers who are researching products and actively considering buying a service or product like those you offer.

07 Video Re-marketing

Reach viewers based on their past interactions with your videos, TrueView ads or YouTube channel.

08 Placements

Target channels, videos, apps, websites or placements within websites. For example, you can target an entire high-traffic blog or just the homepage of a popular news site.

09 Topics

Topic targeting lets you reach a broad range of videos, channels and websites related to the topics you select. For example, when you target the "Automotive" topic, then your ad will show on YouTube to people watching videos about cars.

10 Keywords

Depending on your video ad format, you can show your video ads based on words or phrases (keywords) related to a YouTube video, YouTube channel or type of website that your audience is interested in.

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