There are over 1 billion unique visits to YouTube each month with visitors watching over six billion hours of video. Of all the available marketing channels, YouTube has the potential to reach the largest percentage of the population.
While YouTube's overall reach is certainly incredible, reach means nothing if you are not "reaching" the people in your target audience. With YouTube advertising you can use precision targeting based on demographics, location, interests, viewing devices (laptop, cell phone, tablet, etc.) and even time of day to ensure that your message gets in front of the right people.
Google Adwords gives you the option of establishing a start and end date for your video campaign. However, unlike other advertising campaigns that require an expiration date YouTube ads can run forever. No matter when a new potential customer begins a search your video message can be ready to respond.
You do not need a large marketing budget to advertise effectively on YouTube. Google AdWord’s flexible pay-per-view (PPV) system allows you to set a weekly budget and even determine the maximum amount you want to pay per view (this is known as max cost-per-view [CT1] (CPV)).
The brilliant combination of video access, sharing, and community within YouTube and particularly your target audience creates an opportunity for audience engagement, and consequently business growth, that is matchless. If a viewer finds your video to be informative or entertaining, or both, they have the option of sharing it with others. Thus, significantly expanding the reach of your video.
One of the greatest benefits of YouTube advertising is the ability to measure the success of your ad campaign. With traditional advertising channels it is almost impossible to determine if you have really reached your target audience. With Google AdWords you have free access to analytics reports. These reports include the number of people who have seen your video and the number of new customers that have connected with your business through your video, as well as details where these people are coming from.
Closely related to measurability is adjustability. When you understand the people interacting with your ad, you can tailor your campaign to better suit them; thus, increasing your chances of engagement.