{"id":2353,"date":"2022-12-06T08:00:47","date_gmt":"2022-12-06T13:00:47","guid":{"rendered":"https:\/\/thelightstreamgroup.com\/?p=2353"},"modified":"2022-12-01T10:09:13","modified_gmt":"2022-12-01T15:09:13","slug":"increase-health-system-brand-awareness-with-youtube-part-2","status":"publish","type":"post","link":"https:\/\/www.thelightstreamgroup.com\/old_bak\/blogs\/healthcare\/increase-health-system-brand-awareness-with-youtube-part-2\/","title":{"rendered":"Increase Health System Brand Awareness With YouTube (PART 2)"},"content":{"rendered":"

WELCOME BACK!<\/h2>\n

In\u00a0part one of this series<\/a>, you learned about YouTube advertising and how it can empower healthcare systems to connect with their communities. Now, let\u2019s take a look at four different video ad formats currently available on YouTube, six quick tips for creating great video content, and how to get started with your first ad.<\/p>\n

TYPES OF YOUTUBE ADS<\/h2>\n

YouTube allows for a range of video ad formats to engage viewers in different ways and at different points in their healthcare journey. As a savvy healthcare marketer, it\u2019s up to you to decide which of these ad formats best fits where your ideal prospect may be along the way. Below, we\u2019ll preview four different ad types and provide a recommendation for an easy format to get started with your first ad.<\/p>\n

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1. Non-Skippable In-Stream Ads:<\/strong> Appearing before, during, or after other videos on YouTube, this video ad format gives you up to 15 uninterrupted seconds to make your best pitch. It\u2019s a solid choice if you\u2019re looking to promote a new provider, a specialty service line, or a major event. Providing a tempting CTA will capitalize on the viewer\u2019s attention. This is the ad format we recommend for marketers to try first.<\/p>\n

These ads use target CPM (cost per mille) bidding, so you pay for every thousand impressions your ad receives.<\/p>\n

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2. Skippable In-Stream Ads:<\/strong> These video ads also play before, during, or after YouTube videos, but after five seconds, the viewer can skip the ad. The good news: even skippers are 10 times<\/a> more likely to take action than those who don\u2019t see the ad. These ads are ideal if your video is longer than 15 seconds.<\/p>\n

With this format, you have a few different bidding options. With CPV (cost per view) bidding, you pay when a viewer watches at least 30 seconds of your video (or the whole thing if it\u2019s shorter than 30 seconds) or<\/em> interacts with your video \u2013 whichever comes first. With target CPM, target CPA (cost per action), and maximize conversions bidding, you pay based on impressions.<\/p>\n

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3. Bumper Ads:<\/strong> Bumper ads are similar to non-skippable in-stream ads, but they\u2019re six seconds or shorter. It\u2019s a real challenge and a valuable opportunity to distill your message down to a single, memorable nugget \u2013 or to create a curiosity gap that piques the viewer\u2019s interest to discover more.<\/p>\n

As with non-skippable in-stream ads, bumper ads use target CPM bidding.<\/p>\n

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4. In-Feed Video Ads<\/strong>: These video ads appear at the top of the YouTube search results for your category and in other places as recommendations to viewers. They consist of a thumbnail image and a short snippet of text that links to a full video. This format lets you promote longer-form content \u2013 like chronic disease management tips or pediatric growth milestones \u2013 alongside videos being watched by your target audience.<\/p>\n

With this format, you\u2019ll be charged only when viewers click the thumbnail image to watch your video.<\/p>\n

TIPS FOR CREATING COMPELLING YOUTUBE ADS<\/h2>\n

While there are no one-size-fits-all rules when it comes to crafting content that really works, there are best practices to make sure your video ad content resonates with the viewer. Going back to basics, make sure you remember the 4 P\u2019s: Product, Price, Promotion, and Place.<\/p>\n

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  1. Set Your Intentions: <\/strong>To launch a successful YouTube ad campaign, you need to have a clear understanding of who you want to reach and what action you want them to take. Whether it\u2019s providing useful health tips to consumers or promoting patient stories, a well-defined goal will enable you to strike the right tone and pick the right formats.<\/li>\n
  2. Consider User Experience:<\/strong> You\u2019ll probably be creating content on a desktop computer, but bear in mind that 70%<\/a> of users (and counting) access YouTube on their phones. Use tighter framing, larger text, and boosted brightness and contrast for optimal mobile viewing. And don\u2019t neglect audio \u2013 95%<\/a> of YouTube videos are played with sound on.<\/li>\n
  3. Start Strong: <\/strong>YouTube recommends that you grab your audience\u2019s attention immediately and introduce your brand within the first five seconds. A common mistake that brands make is waiting too long to deliver the \u201chook.\u201d<\/li>\n
  4. Unleash the Emerging Story Arc: <\/strong>YouTube is also challenging ad creators to rethink the traditional bell-curve storytelling arc that\u2019s commonly seen in TV commercials and instead adopt a\u00a0heartbeat narrative structure<\/a>, where a strong opening is followed by subtle brand cues, unexpected shifts, multiple peaks, and, finally, more story for those who want it.<\/li>\n
  5. Show Real, Relatable People: <\/strong>Human faces attract immediate interest, heighten emotional investment, and boost engagement. You can use well-chosen stock footage or clips of your own patients or providers to show \u2013 rather than tell \u2013 how your staff and services can improve outcomes. You might also opt to have a brand ambassador or disease state spokesperson address your audience directly.<\/li>\n
  6. Clarify Your CTA:\u00a0<\/strong>Regardless of what ad format you choose, you need a CTA that encourages viewers to interact with your brand. A generic appeal like \u201cClick Here\u201d won\u2019t get many clicks compared to \u201cSchedule an Appointment Now\u201d or \u201cLearn How to Lower Your Cholesterol.\u201d And don\u2019t leave your brand cue to the very end.<\/li>\n<\/ol>\n
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    Now that you\u2019re in the know on YouTube advertising, you\u2019re ready to roll. All you need to run a YouTube ad is a video that\u2019s already hosted on YouTube, a Google Ads account, and a budget. If you\u2019re still feeling overwhelmed, reach out to the LIGHTSTREAM team. For over 15 years, LIGHTSTREAM has helped healthcare systems across the nation to develop cutting-edge marketing strategies incorporating the best of traditional and new media \u2013 including dynamic YouTube ad campaigns. Are you ready to take your health system brand to the next level? Get in touch today<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

    YouTube gives colleges and universities a lot of freedom when it comes to ad formats and creative choices. Learn 6 ways to create compelling YouTube video ads.<\/p>\n","protected":false},"author":7,"featured_media":1577,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wds_primary_category":5,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-2353","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-healthcare"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2353","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/comments?post=2353"}],"version-history":[{"count":5,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2353\/revisions"}],"predecessor-version":[{"id":2372,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2353\/revisions\/2372"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media\/1577"}],"wp:attachment":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media?parent=2353"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/categories?post=2353"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/tags?post=2353"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}