A Guide to YouTube Video Ads

With over 2 billion logged-in visitors a month  it’s no surprise that so many brands choose to advertise on YouTube. In this blog post we’ll talk you through the different ad formats you have to choose from when advertising using YouTube Video Ads.  

There are four main types of YouTube video ads: 

  • Skippable in-stream ads (Also known as TrueView ads) 
  • Non-skippable in-stream ads 
  • Video discovery ads 
  • Bumper ads 

Skippable In-Stream Ads 

Skippable in-stream ads are shown before, during, and after YouTube videos and across websites and apps running on Google video partners. After 5 seconds the viewer has the option to skip the ad. 
The ads are also accompanied by a banner, which is displayed to the right of the video.  

Campaign Goals: 

  • Brand awareness and reach
  • Product and brand consideration 
  • Website traffic 
  • Sales 
  • Leads 

Specifications: 
Video length: The minimum recommended length is 12 seconds, and the maximum is 3 minutes. 
Timing: Before, during, and after videos. 
Call to action: Optional 10 character long call to action and 15 character headline. 
Banner: 300×60 PX companion banner displayed on the right-hand side. 
Payment type: 30-second views or clicks (with CPV-bidding) or impressions (with CPM) 

YouTube Video Ads
Source: Google Ads

Non-Skippable In-Stream Ads 

This in-stream video ad type is not skippable and can be up to 15 seconds long. Unlike skippable in-stream ads, they do not have a companion banner. This ad format can be used for the campaign goals of brand awareness and reach.  

Campaign Goal: 

  • Brand awareness and reach 

Specifications: 
Video length: Up to 15 seconds. 
Timing: Before, during, and after videos. 
Call to action: Optional 10 character long call to action and 15 character headline. 
Payment type: Impressions (CPM) 

non-skippable in-stream ads
Source: Google Ads

Video Discovery Ads  

Discovery ads are made up of a thumbnail image from your video and some text. They differ from the other video ads because they are placed next to related YouTube videos, in search results, and on the mobile homepage. 

Campaign Goal: 

  • Reach 
  • Product and brand consideration 

Specifications:
Video length: minimum of 12 seconds. 
Headline: 100 Characters 
Description: 35 Characters x 2
Payment type: Clicks to initiate views (CPC) 

YouTube Video Ads Trueview discovery
Source: ThinkwithGoogle 

Bumper Ads 

These ads are great for building brand awareness and reaching large audiences. They are 6 seconds or less and they play before, during, or after another video. Similar to Non-Skippable In-Stream Ads, this ad type also doesn’t allow users to skip the ad. Bumper ads are shown on YouTube videos and on other Google video partner sites and apps. 

Campaign Goal: 

  • Reach 
  • Brand Awareness 

Specifications: 
Video length: Up to 6 seconds. 
Timing: Before, during, and after videos.
Call to action: Optional 10 character long call to action and 15 character headline. 
Payment type: Impressions (CPM) 

Bumper ads
Source: Google Ads

If you would like assistance in producing and/or running YouTube Video Ads reach out and contact us. I have received accreditation from Google and am recognised as a certified online advertising professional.   

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