What will Serbia watch on YouTube? - Video advertising on popular site now available in our country as well

Serbian companies can now post their video ads on YouTube. As of March 18, this kind of advertising on the most popular Internet world video service is available in six countries in the region (Serbia, Slovenia, Croatia, Bosnia and Herzegovina and Montenegro) which got their YouTube domains.

If so far you have not accidentally encountered YouTube advertising through foreign promotional campaigns, this is what this really means. It is about video ads which, in most of the cases, appear before the video you want to see, and only after a couple of seconds you can skip them by clicking "skip ad".

With this option, YouTube is now included in the Serbian companies’ advertising budgets and it will anyway influence ads production so the agencies will think about commercials for this popular web page apart from TV commercials.

Although ads can last forever, it is recommended that it should last 30 seconds maximum so that viewers really see them completely and not only a couple of seconds they cannot skip. YouTube ads will, logically, apart on computers and tablets, be broadcasted on smart phones and just like Google advertising models, advertisers will be able to see the success results of their campaigns.

This kind of advertising produces various new options for connection with local and international audience. Ads will be shown to users during browsing as well as during watching or content posting.

YouTube advertising was presented March 20, 2014, in Belgrade, at the 12 HUB gallery. As Josko Mrndze, a director of Google for the Adriatic region, said, with a billion users a month and 100 hours of posted video material, every minute YouTube provides huge opportunities to reach customers.

As it was explained, thanks to innovative solutions, Trueview formats, an advertiser will pay only if users of YouTube actively watch the material.

This is how it looks like from an advertiser’s point of view. Users in Serbia can use Trueview In-stream and Trueview In-display platforms and video ads are played before, during and after video content users of YouTube watch.

This is how Trueview In-stream works: viewers can watch the entire commercial or turn it off (skip) after five seconds. There is no limit when it comes to commercial length but advertisers pay for it only if a viewer watches at least 30 seconds.

In-display advertising functions in a way that YouTube users must click your ad (a so-called teaser is shown with the video they are watching). The company pays if a user opens and starts watching a video.

Although it is undisputable that YT and TV are not opposite advertising channels and that, on the contrary, they can be complementary, one of the obvious advantages of network compared to the “old lady” is a payment method. If users do not watch your video, you will not pay.

It is not a secret that users are not thrilled with the idea to watch new commercials on YouTube so the question of how many of them will actually see your ad emerges.

The figure Google counts on is 21%. According to the estimations, this percentage of users will really watch a video till the end, Google representative from Germany explained and according to him, the expected price is, USD 0,02-0,03 per view.

What are other advantages here? Although a significant number of users will skip your commercial after a couple of seconds, researches show (and you can tell it by yourself) that a viewer will most often remember a brand he saw. The practice will now show how difficult or easy it will be to get to the right target group via YouTube and to what extent domestic companies will now and in the future incline on that (compared to other advertising ways). Despite that, there is no doubt that Internet advertising in Serbia as well is moving forward and is likely to become the first ranked advertising method.

Portals in neighboring Croatia report, some advertisers see this as a huge opportunity for new creativeness while others are careful at estimations until they see the first results. It will be interesting to see whether and to what extent video advertising will adapt to new format and in the upcoming period, you will be able to read on eKapija what marketing agencies in Serbia think about that.

Browsing

Just like on Google search browser, advertisers in Serbia will have the option to present a relevant video ad with the YouTube search results via Trueview In-search ads platforms where an advertiser pays only in case when a user clicks on ads.

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