One of the most popular and reliable platforms for brand awareness, brand engagement, and brand recall is YouTube for content creators. As an individual who has their own YouTube channel, you have to put in a lot of effort into personal branding because it does not just act as a medium of audience discovery for your business but it also makes major financial addition to the monthly income. In this post, you will get a better insight into Youtube ad CPM rates in Australia, depending upon various ad types.
Even though it is not the primary source of revenue generation, YouTube ads help content creators with substantial income source after you have reached the 100k subscriber threshold and continue to have the same kind of viewership on channel videos. The CPMs from video ads vary depending upon a large number of factors such as the niche of the channel or videos, the keywords use and the intent is just to name a few of the metrics that are important in deciding the CPM rates of ads that are being served. Generally, the ads that have the highest CPMs in the auction are those that are around digital SAS based products and the lowest CPMs are targeted to general niches that are meant for brand recall and video viewership campaigns. Here, you will find a segmentation of the content category in accordance with the ad CPM rates for YouTube.
SAS/Online Marketing>Insurance and Credit Cards> Finance> Business and Startups> Tech> Health and Parenting> Careers and Jobs> Lifestyle> Education> People and Society> Art> Music and Movies> Songs
You must have now gained a clearer idea of the niches or content categories that drive the highest and the lowest revenue and you can now have a look at the kinds of YouTube ads that generate the highest revenue in terms of CPM. Largely, YouTube classified the kinds of YouTube ads into display ads, overlay ads, skippable ads, non-skippable ads, bumper ads, and sponsored cards. From these, the display and overlay ads are the only ones that are allowed for desktop views only while the other video ad types are eligible for both mobile and desktop.
YouTube Skippable Ads CPM in Australia
The ads that the user can skip after he has viewed the ad for about 5 seconds is called skippable ads. The CPM for such ads is about $12.55 for ads based on auction in Australia. But, remember that reserved skippable ads would have higher CPMs than the ones based on auctions. Skippable ads are generally great from the perspective of users and enhance their experience because it can be skipped bu the viewer if they do not engage well with the displayed ads.
YouTube Bumper Ads CPM in Australia
The ads that are shown for a short duration of over 6 seconds are mostly shown on the videos in cases when the skippable and non-skippable ads have lower demands. This ad type particularly has lower CPMs than other ad types and in the case of Australia, the CPM offered for Bumper Ads is $7.48. These are great as a move for brand visibility and have the same CPM across most of the channels in comparison with other video ad unit types.
YouTube Display Ads CPM in Australia
The ads displayed in the form of companion ads in the sidebar of the video screen while the user views something on desktop or laptop are display ads. At times, YouTube shows overlay ads, which is just a kind of display ads in cases where video ads do not have any demand. This mostly acts like a backfill for the purpose of monetization of the remaining impressions at a lower price. In Australia, the display ads in YouTube garner a CPM of about $3.45. The CPM for Display ads can actually be higher or lower than the given price because they vary based on a large number of factors.
YouTube Non-Skippable Ads CPM in Australia
The ads that the users cannot skip and necessarily require to watch the entire ad if they wish to continue watching the video are called non-skippable ads. These are usually in the duration of 15 seconds to 30 seconds and have the highest view rate and completion rates, and automatically have the highest CPMs. The only scenario where skippable ads can possibly garner CPMs higher than non-skippable ads is when they are actually being viewed by the visitor. The important rule to remember here is that non-skippable ads option must be enabled in the monetization section of individual videos because it often remains unchecked. If the videos have a high watch time, you can customize the setup of mid-roll ads as per your convenience on videos longer than 8 minutes.
YouTube Reserved vs. Auction Ads
The Reserved or Auction ads are mostly just skippable and non-skippable ads. The auction ads bought in real-time by advertisers and have no guarantee of an of the least fill commitments. On the other hand, the reserved ads have a given fill quota which is the reason why it is priced higher than auction ads. Most advertisers would rather have the security of the guaranteed impressions for their ads and thus choose reserved ad type to ensure the minimum fill commitment. If your channel sees more of reserved ads on your channel, it is a good sign and you must notice an increase in CPMs eventually.
YouTube CPM Rates in Australia for Educational Channel
It is easy to target the K-12 audience via YouTube because of the presence of a large number of educational and non-education channels where it can be targeted. Also, here the supply side is more in comparison with advertiser’s demand and the average channel CPM is around nine and a half dollars. My educational channel has about 25K subscribers and you can see the channel metrics below.
YouTube CPM Rates in Australia for Lifestyle Channel
Other than that, I also have a YouTube channel for the female audience and it is centred around makeup, grooming and lifestyle. The larger number of the audience is of the age group of 22-30 years. The overall CPM is more than six dollars here. However, it is important to note that the individual who manages this account gets a ton of free products for brand reviews, which amount to about 30K each month.
It is important to remember that YouTubers do not only rely on YouTube advertising and generate revenue from direct sponsorships, brand endorsements, and personal branding. Their revenue from YouTube advertising is not even 20% of what they obscure from external deals.
It is understandable that the initial years of YouTubing are very challenging and you have to reach the 10K subscriber mark organically and then get to 100K subscribers. But the only thing to is to hang in there and continue working hard.