What's Hot in Small Business – Chris Crum
|Chris Crum writes for Small Business Resources about what's new for small business. Chris was a featured writer with the iEntry Network of B2B Publications where hundreds of publications linked to his articles including the Wall Street Journal, USA Today, LA Times and the New York Times.|
Google/YouTube Have New Products That Make Video Ads More Accessible to Businesses
Google recently introduced three new YouTube products aimed at making video ads more accessible to businesses. These include: YouTube Director for Business app, YouTube Director Onsite, and YouTube Director Automated Video. Together, these products are known as the YouTube Director suite.
Tools from the suite can be used to introduce your business to potential customers, highlight products, create promotions, or teach people about your business.
According to the company, growth in watch time on YouTube is up more than 50% year-over-year, and if you'll recall, YouTube was already pretty huge a year ago. Google has long offered video ads, but these tools should make it easier than ever for small businesses to get in front of people who are increasingly watching web video on numerous devices, including more and more on their televisions.
The YouTube Director for Business app, which is free, lets you create a video ad from your phone without even having to be good at editing. To use it, download it from the App Store, choose from the available templates, and shoot your video. The app tells you what to do step-by-step, and lets you add text, animations, and music. Once you deem the outcome satisfactory, simply upload the video to YouTube. You can utilize one of Google's AdWords experts to help you start running it as a video ad.
The app is currently available in the U.S. and Canada on iPhone. Interestingly, it's not available for Google's own Android operating system just yet, but that's coming soon as well.
The second product - YouTube Director Onsite - sends an actual professional filmmaker to your business to shoot a video ad for you. The nice thing about this is that you can utilize it for no extra charge as long as you're spending at least $150 to run ads on YouTube.
Once again, you start by choosing a template for the ad, and Google matches you with a filmmaker who will help you write the script. The filmmaker then comes to you for two to three hours to shoot, edit, and upload the video. Then, one of Google's ad specialists will set up the video ad and target it for you.
YouTube Director Onsite is only available in six cities right now, but it will expand to more as time goes on. For the time being, small businesses in Washington D.C., Atlanta, Boston, Chicago, San Francisco, and Los Angeles can utilize the offering.
The third product in the suite - YouTube Director Automated Video - is essentially what it sounds like. It's automated video that is created for you. This offering actually creates a video ad automatically, using your existing assets, such as logos, app screenshots, etc. You have to speak with one of Google's experts to get access to this, however.
If you use the Google Photos app on your smartphone, you know that Google is good at creating automated mini-movies based on your available images and videos. If YouTube Director Automated Video works in a similar fashion, it should create some compelling (and possibly stylized) video ads with minimal effort.
Google isn't divulging much more info about the product to the public. You'll just have to call the number on the Google Small Business Blog to get more details and/or get started. This, unlike YouTube Director Onsite, is available globally right off the bat.
What this all boils down to is that YouTube is giving small businesses three ways to create video ads in an easy fashion. One way is do-it-yourself, another is having a professional do it for you, and the last is having a machine do it for you. With ad targeting as sophisticated as it's ever been and online video playing an ever-increasing role in consumers' lives, easier video ad creation should be welcomed by small businesses with open arms.