YouTube Video Ad Formats
Skippable in-stream ads
When should I use this ad format?
Use skippable in-stream ads when you have video content you’d like to promote before, during, or after other videos on YouTube and across websites and apps running on Google video partners.
How does the ad format work?
Skippable in-stream ads play before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad.
Where does the ad format appear?
Skippable in-stream ads appear on YouTube watch pages and across websites and apps running on Google video partners.
How will I be charged?
With CPV bidding, you pay when a viewer watches 30 seconds of your video (or the full duration of the video if it’s shorter than 30 seconds) or interacts with your video, whichever comes first.
With Target CPM, Target CPA, and Maximize conversions bidding, you pay based on impressions.
Which campaign goal(s) do I need to select to use this ad format?
- Sales
- Leads
- Website traffic
- Brand awareness and reach
- Product and brand consideration
Note: You can also use this ad format when you choose “Create a campaign without a goal’s guidance” in Google Ads.
Non-skippable in-stream ads
When should I use this ad format?
Use non-skippable in-stream ads when you have video content you’d like to promote before, during, or after other videos on YouTube and across websites and apps running on Google video partners and you want viewers to view the entire message without skipping your video.
How does the ad format work?
Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during, or after other videos. Viewers don’t have the option to skip the ad.
Note: Some non-skippable in-stream ads may also appear on YouTube TV, depending on eligibility. Learn more about YouTube TV ads
Where does the ad format appear?
Non-skippable in-stream ads appear on YouTube videos and across websites and apps running on Google video partners.
How will I be charged?
Non-skippable in-stream ads use Target CPM bidding, so you pay based on impressions.
Which campaign goal(s) do I need to select to use this ad format?
- Brand awareness and reach
Note: You can also use this ad format when you choose “Create a campaign without a goal’s guidance” in Google Ads.
In-feed video ads
When should I use this ad format?
Use in-feed video ads to promote video content in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage.
How does the ad format work?
In-feed video ads consist of a thumbnail image from your video with some text. While the exact size and appearance of the ad may vary depending on where it appears, in-feed video ads always invite people to click to watch the video. The video then plays on the YouTube watch page or channel homepage.
Where does the ad format appear?
In-feed video ads appear:
- On YouTube search results
- Alongside related YouTube videos
- On the YouTube mobile homepage
How will I be charged?
You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail.
Which campaign goal(s) do I need to select to use this ad format?
- Product and brand consideration
Note: You can also use this ad format when you choose “Create a campaign without a goal’s guidance” in Google Ads.
Bumper ads
When should I use this ad format?
Use bumper ads when you want to reach viewers broadly with a short, memorable message.
How does the ad format work?
Bumper ads are 6 seconds (or shorter) and play before, during, or after another video. Viewers don’t have the option to skip the ad.
Note: Some bumper ads may also appear on YouTube TV, depending on eligibility. Learn more about YouTube TV ads
Where does the ad format appear?
Bumper ads appear on YouTube videos and across websites and apps running on Google video partners.
How will I be charged?
Bumper ads use Target CPM bidding, so you pay based on impressions.
Which campaign goal(s) do I need to select to use this ad format?
- Brand awareness and reach
Note: You can also use this ad format when you choose “Create a campaign without a goal’s guidance” in Google Ads.
Outstream ads
When should I use this ad format?
Use outstream ads when you want to expand the reach of your video ads on mobile, helping you reach more customers.
How does the ad format work?
Outstream ads begin playing with the sound off. Viewers can tap the ad to unmute the video. Outstream ads are designed to increase your video reach at an efficient cost.
Where does the ad format appear?
Outstream ads are mobile-only ads and only appear on websites and apps running on Google video partners. Outstream ads aren’t available on YouTube.
Outstream ads can run across a variety of different mobile placements. For mobile web placements, outstream ads appear in banners. In mobile apps, outstream ads appear in banners, interstitials, in-feed, native, and in both portrait and fullscreen modes.
How will I be charged?
You’re charged for outstream ads based on viewable cost-per-thousand-impressions (vCPM), so you’ll only be charged when someone plays your video for 2 seconds or more.
Masthead ads
When should I use this ad format?
Use this format when you want to drive awareness for a new product or service or reach a massive audience in a short period of time (for example, a sales event).
Masthead ads are only available on a reservation basis through a Google sales representative.
How does the ad format work?
Desktop
- A featured video in a Masthead ad autoplays without the sound for up to 30 seconds at the top of the YouTube Home feed. The Masthead ad can appear in a widescreen or 16:9 aspect ratio format and includes an information panel to the right that automatically uses assets from your channel. You can optionally include up to 2 companion videos in this panel. People can click the mute icon if they want to hear sound from the video.
- After autoplay, the main video defaults to the video thumbnail. When people click on the video or click on the thumbnail, they’re taken to the YouTube watch page for the video.
Mobile
- A featured video in a Masthead ad autoplays without the sound for the full duration of the video at the top of the YouTube app or m.youtube.com Home feed.
- The mobile video Masthead ad features a video thumbnail, customizable headline, description texts and an external call-to-action (CTA). The mobile video Masthead ad also automatically pulls in the channel name and icon from the advertiser’s channel. When a user clicks on the mobile video Masthead ad, it will exit to the YouTube watch page for the featured video.
TV screens
- A featured video in a Masthead ad autoplays (where supported) without the sound for the full duration of the video at the top of the YouTube app for TVs. The Masthead ad can appear in a widescreen or 16:9 aspect ratio format. People can use their TV remote to interact with the Masthead ad. After autoplay, the main video defaults to the video thumbnail. When people click on the video or thumbnail, they’re taken to the watch page for the video to watch full-screen.
- You can’t add a CTA to a Masthead ad on TV screens.
How will I be charged?
Because Masthead ads are only available on a reservation basis, you’re charged on a cost-per-thousand-impressions (CPM) basis. You can work with the Google advertising team to get a rate estimate and campaign impression goals.
Source: Google Ads Help