P\u0159ed \u0161estn\u00e1cti lety se na internetu zrodilo YouTube. Brzy se stalo jednou z nejpou\u017e\u00edvan\u011bj\u0161\u00edch online platforem. Krom\u011b toho je hned za Googlem druh\u00fdm nejv\u011bt\u0161\u00edm vyhled\u00e1va\u010dem na sv\u011bt\u011b, \u010deho\u017e bychom m\u011bli vyu\u017e\u00edt p\u0159i tvorb\u011b marketingov\u00e9 strategie v Google Ads. V dne\u0161n\u00edm \u010dl\u00e1nku se pod\u00edv\u00e1me na 7 r\u016fzn\u00fdch typ\u016f kampan\u00ed, jejich specifikace a doporu\u010den\u00ed, v jak\u00e9m p\u0159\u00edpad\u011b je pou\u017e\u00edt.\u00a0<\/p>\n
1. P\u0159esko\u010diteln\u00e9 videoreklamy in-stream<\/strong><\/p>\n Na prvn\u00edm m\u00edst\u011b v seznamu jsou p\u0159esko\u010diteln\u00e9 videoreklamy in-stream, kter\u00e9 lze zobrazovat p\u0159ed videem nebo b\u011bhem n\u011bj. Tyto reklamy se p\u0159ehr\u00e1vaj\u00ed minim\u00e1ln\u011b 5 sekund a pot\u00e9 m\u00e1 div\u00e1k mo\u017enost je p\u0159esko\u010dit. Obecn\u011b plat\u00ed, \u017ee videoreklama mus\u00ed trvat minim\u00e1ln\u011b 12 sekund a doporu\u010dujeme ji udr\u017eovat pod 3 minuty. Jednou z v\u00fdhod tohoto typu reklamy na YouTube je, \u017ee V\u00e1m budou \u00fa\u010dtov\u00e1ny poplatky pouze tehdy, kdy\u017e n\u011bkdo zhl\u00e9dne alespo\u0148 30 sekund, celou reklamu (u jak\u00e9koli reklamy do 30 sekund) nebo pokud na ni klikne. In-stream reklama V\u00e1m pom\u016f\u017ee z\u00edskat co nej\u0161ir\u0161\u00ed dosah, a t\u00edm zv\u00fd\u0161it pov\u011bdom\u00ed o Va\u0161\u00ed zna\u010dce.<\/p>\n P\u0159esko\u010diteln\u00e9 videoreklamy in-stream jsou doprov\u00e1zeny tak\u00e9 bannerovou reklamou v prav\u00e9m horn\u00edm rohu obrazovky. Pokud div\u00e1k p\u0159esko\u010d\u00ed videoreklamu, bannerov\u00e1 reklama z\u016fstane na m\u00edst\u011b.\u00a0<\/p>\n 2. Nep\u0159esko\u010diteln\u00e9 videoreklamy in-stream<\/strong><\/p>\n Tyto reklamy se tak\u00e9 mohou p\u0159ehr\u00e1vat t\u011bsn\u011b p\u0159ed videem nebo b\u011bhem n\u011bj, rozd\u00edl je v tom, \u017ee nevysko\u010d\u00ed tla\u010d\u00edtko p\u0159esko\u010den\u00ed a maxim\u00e1ln\u00ed d\u00e9lka videa je 15 vte\u0159in. To V\u00e1m d\u00e1 prostor komunikovat cel\u00e9 sd\u011blen\u00ed, ale na druhou stranu div\u00e1kovi m\u016f\u017ee p\u0159ipadat otravn\u00e1 nemo\u017enost p\u0159esko\u010den\u00ed reklamy. Vzhledem k tomu, \u017ee vysok\u00e9 procento (p\u0159ibli\u017en\u011b 76% lid\u00ed) p\u0159esko\u010d\u00ed reklamy, kter\u00e9 se zobrazuj\u00ed ve vide\u00edch na YouTube, je nep\u0159esko\u010diteln\u00e1 reklama nejlep\u0161\u00ed, kdy\u017e Va\u0161e zna\u010dka pot\u0159ebuje zv\u00fd\u0161it pov\u011bdom\u00ed a nechce riskovat, \u017ee reklamu div\u00e1k p\u0159esko\u010d\u00ed. Frekvence zobrazen\u00ed reklamy by m\u011bla b\u00fdt kv\u016fli nep\u0159esko\u010ditelnosti ni\u017e\u0161\u00ed. Zp\u016fsob, jak\u00fdm tyto reklamy \u00fa\u010dtuj\u00ed inzerent\u016fm, se trochu li\u0161\u00ed. Poplatky jsou \u00fa\u010dtov\u00e1ny za zobrazen\u00ed, konkr\u00e9tn\u011b za 1000 zhl\u00e9dnut\u00ed (CPM).<\/p>\n 3. Mikrospoty (Bumper ads)<\/strong><\/p>\n Mikrospoty jsou \u0161estisekundov\u00e9 nep\u0159esko\u010diteln\u00e9 videoreklamy, kter\u00e9 se v\u011bt\u0161inou p\u0159ehr\u00e1vaj\u00ed p\u0159ed videem. Tyto reklamy jsou ide\u00e1ln\u00ed pro kohokoli, kdo m\u00e1 jasnou a stru\u010dnou zpr\u00e1vu, kterou pot\u0159ebuje komunikovat a nepot\u0159ebuje dlouh\u00e9 video. Tyto reklamy jsou skv\u011bl\u00fdm pomocn\u00edkem pro roz\u0161\u00ed\u0159en\u00ed pov\u011bdom\u00ed o Va\u0161\u00ed zna\u010dce. Skv\u011ble se hod\u00ed nap\u0159\u00edklad pro animace loga s vysv\u011btlen\u00edm, co Va\u0161e firma d\u011bl\u00e1.\u00a0<\/p>\n 4. Reklamy video discovery<\/strong><\/p>\n Reklamy discovery se li\u0161\u00ed od t\u0159\u00ed p\u0159edchoz\u00edch typ\u016f reklam. Jsou podobn\u00e9 reklam\u00e1m ve vyhled\u00e1v\u00e1n\u00ed Google a mezi v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed se zobrazuj\u00ed \u010d\u00e1ste\u010dn\u011b organick\u00fdm zp\u016fsobem. Reklamy discovery se zobraz\u00ed div\u00e1kovi ve vyhled\u00e1v\u00e1n\u00ed na YouTube, v souvisej\u00edc\u00edch vide\u00edch vpravo a na domovsk\u00e9 str\u00e1nce YouTube v p\u0159\u00edpad\u011b pou\u017eit\u00ed mobiln\u00edho telefonu. Reklamy discovery se skl\u00e1daj\u00ed z miniatury a t\u0159\u00ed \u0159\u00e1dk\u016f textu. Od jin\u00fdch form\u00e1t\u016f se li\u0161\u00ed i zp\u016fsobem platby. Zaplat\u00edte pouze v p\u0159\u00edpad\u011b, \u017ee u\u017eivatel na miniaturu videa klikne. Video by m\u011blo m\u00edt alespo\u0148 12 sekund, kv\u016fli sb\u011bru remarketingov\u00e9ho publika (stejn\u011b jako in-stream). Tento form\u00e1t reklamy se hod\u00ed pro rozhodovac\u00ed f\u00e1zi n\u00e1kupu, m\u011bl by z\u00e1kazn\u00edkovi pomoct p\u0159i zva\u017eov\u00e1n\u00ed produktu nebo zna\u010dky.\u00a0<\/p>\n 5. Reklamy out-stream<\/strong><\/p>\n Out-stream reklama se nezobrazuje pouze na YouTube, ale tak\u00e9 na partnersk\u00fdch webech Googlu a v aplikac\u00edch. Tato reklama je ur\u010dena pouze pro mobiln\u00ed za\u0159\u00edzen\u00ed a je d\u016fle\u017eit\u00e9 tomu reklamu uzp\u016fsobit. Reklama se spou\u0161t\u00ed s vypnut\u00fdm zvukem, kter\u00fd lze b\u011bhem videa zapnout, pokud div\u00e1ka dostate\u010dn\u011b zaujme vizu\u00e1ln\u00ed str\u00e1nka. Plat\u00ed se za 1000 zobrazen\u00ed (CPM), a to jen pokud div\u00e1k zhl\u00e9dl alespo\u0148 dv\u011b vte\u0159iny videa. Out-stream se pou\u017e\u00edv\u00e1 k zv\u00fd\u0161en\u00ed z\u00e1sahu pomoc\u00ed videoreklamy na mobiln\u00edch telefonech.<\/p>\n 6. Reklamy masthead<\/strong><\/p>\n Reklama masthead je exkluzivn\u00ed form\u00e1t, kter\u00fd se zobrazuje v horn\u00ed \u010d\u00e1sti domovsk\u00e9 str\u00e1nky YouTube. Tento form\u00e1t pou\u017eijte, chcete-li extr\u00e9mn\u011b zv\u00fd\u0161it pov\u011bdom\u00ed o nov\u00e9m produktu \u010di slu\u017eb\u011b nebo pokud b\u011bhem kr\u00e1tk\u00e9 doby pot\u0159ebujete oslovit velmi rozs\u00e1hle publikum. D\u00edky um\u00edst\u011bn\u00ed si lid\u00e9 zna\u010dku zapamatuj\u00ed velmi dob\u0159e. Video se automaticky p\u0159ehr\u00e1v\u00e1 a nelze ho p\u0159esko\u010dit. Mastheady jsou k dispozici pouze na z\u00e1klad\u011b rezervace prost\u0159ednictv\u00edm prodejce Google a je t\u0159eba tuto rezervaci \u0159e\u0161it v\u010das. Um\u00edst\u011bn\u00ed mastheadu je oproti jin\u00fdm form\u00e1t\u016fm videoreklamy velmi n\u00e1kladn\u00e9. \u010c\u00e1stky se obvykle pohybuj\u00ed v \u0159\u00e1dech sto tis\u00edc\u016f.\u00a0\u00a0<\/p>\n 7. Reklamy bez videa<\/strong><\/p>\n YouTube tak\u00e9 nab\u00edz\u00ed alternativy k videokampan\u00edm. Jedn\u00e1 se p\u0159ev\u00e1\u017en\u011b o bannerovou reklamu na YouTube, kter\u00e1 je ur\u010dena pro zna\u010dky, kter\u00e9 do reklamy na YouTube necht\u011bj\u00ed investovat mnoho finan\u010dn\u00edch prost\u0159edk\u016f.<\/p>\n Nej\u010dast\u011bji se jedn\u00e1 o grafickou reklamu na prav\u00e9 stran\u011b v\u00fdsledk\u016f b\u011bhem p\u0159ehr\u00e1v\u00e1n\u00ed videa. Tato reklama obsahuje obr\u00e1zek, \u010d\u00e1st textu napravo od obr\u00e1zku a tla\u010d\u00edtko pro kliknut\u00ed na v\u00e1\u0161 web. M\u016f\u017ee tak\u00e9 zobrazovat p\u0159ekryvnou vrstvu bannerov\u00e9 reklamy, kter\u00e1 se objev\u00ed b\u011bhem videa. Tyto reklamy bez videa si \u00fa\u010dtuj\u00ed pen\u00edze na z\u00e1klad\u011b ceny za kliknut\u00ed.<\/p>\n Pro dosa\u017een\u00ed po\u017eadovan\u00fdch c\u00edl\u016f je nejefektivn\u011bj\u0161\u00edm \u0159e\u0161en\u00edm pou\u017e\u00edt vhodnou kombinaci v\u00edce typ\u016f videoreklam, kter\u00e9 jsou perfektn\u011b padnouc\u00ed konkr\u00e9tn\u00edho oboru Va\u0161\u00ed zna\u010dky.<\/p>\n Zva\u017eujete tvorbu videokampan\u011b nebo jin\u00fdch kampan\u00ed v Google Ads? Nev\u00e1hejte a napi\u0161te n\u00e1m e-mail na info@webmium.cz<\/a>. D\u00e1le n\u00e1s m\u016f\u017eete kontaktovat pomoc\u00ed formul\u00e1\u0159e na na\u0161ich webov\u00fdch str\u00e1nk\u00e1ch webmium.cz\/kontakt<\/a> nebo na telefonn\u00edm \u010d\u00edsle na\u0161\u00ed podpory +420 605 99 44 66<\/a> a my se V\u00e1m co nejd\u0159\u00edve ozveme.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Dnes se pod\u00edv\u00e1me, jak\u00e9 v\u0161echny typy kampan\u00ed m\u016f\u017eete tvo\u0159it na kan\u00e1lu YouTube. Na v\u00fdb\u011br m\u00e1me n\u011bkolik mo\u017enost\u00ed. Co, kter\u00e1 reklama um\u00ed a v \u010dem V\u00e1m m\u016f\u017ee pomoci. Tak\u00e9 doporu\u010den\u00ed, jak je pou\u017e\u00edt.<\/p>\n","protected":false},"author":9,"featured_media":2573,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3429","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-rady-a-novinky"],"yoast_head":"\n