Everyone knows that video ads are not just one of the most popular, but also the most effective options out there. Unlike text and even banner ads, however, video ads can be surprisingly difficult for most businesses to make. It requires much more than just taking out your camera phone and shooting to get this right, and a poorly produced video can actually cause more harm than good in many cases.
Last year, YouTube piloted a new program called ‘YouTube Director’ in six cities (Atlanta, Boston, Chicago, Los Angeles, San Francisco, and Washington DC). The service allows businesses that are willing to commit to a minimum ad spend to work directly with an ‘expert’ from YouTube, who will script, film, and edit a 30-second ad.
They recently announced that they are rolling the service out to 170 new locations. While the locations are all in fairly large cities, this is a clear indication that the initial pilot was very successful. It also illustrates the fact that there is a big demand for this type of thing.
For the pilot program, brands that used their service needed to commit to spending $150 worth of YouTube ads in order to use the free service. Now that the program is rolling out to many more locations, the minimum buy in will be $350. This is still quite a good deal considering how much video ad script writing, filming, and editing could otherwise cost.