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About video ad formats

By Google Support

In Google Ads, you can create compelling video campaigns with a range of video ad formats to engage customers in different ways on YouTube and across video partner sites. Available video ad formats include:

  • Skippable in-stream ads
  • Non-skippable in-stream ads
  • Video discovery ads

While video ad content must be hosted on YouTube, video ads can appear on YouTube and across websites and apps running on Google video partners (depending on your ad format and campaign settings).

This article describes the benefits of video ads and compares the different video ad formats available. Explore the formats in detail below. You can also learn more about our policies and requirements.

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 see 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.

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.

Video discovery ads

When should I use this ad format?

Use video discovery 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?

Video discovery 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, video discovery 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?

Video discovery 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.

 

By Google Support

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