With 1.8 billion active users, the platform is sometimes considered as the second largest search engine.
YouTube plans to target the non-video advertising sector with its forthcoming still image option, called Discovery ads, on its home feed. This new feature will let advertisers reach their audience on YouTube without creating a video.
This article states that the format while similar to the already existing “lower panel image ads” could prove to be more effective for marketers. TechStyle Fashion Group, an online fashion retailer, experimented with Discovery ads and observed up to 25% lower cost-per-lead on average as compared to all other channels.
The soon to be launched ad format will use audience targeting to show relevant ads based on user activity. As users often visit YouTube with specific queries, Discovery ads can be an effective tool to target customers.
[2 minute read]