Google Ads – YouTube Video Ad Formats

Table of Contents

YouTube Video Ad Formats

In this blog, I’ll share the differences in appearance and layout of the different video ad formats available in Google ads so you can determine which format will work best for you and your audiences.

Skippable In-Stream Ads

Skippable in-stream ads play before during or after other youtube videos and can be skipped by the user after five seconds. Skippable in-stream ads come with an auto-generated companion Banner that provides interactive elements to users that can help Drive traffic to your Channel or website. There is no max length for this format, but it is not recommended to create ads over three minutes. With skippable in-stream ads you only pay for users that view your ad. Skippable in-stream ads provide insights into your audience’s engagement with metrics like view through rate.

Skippable In-Stream Ads - Youtube Video Ad Formats - Google Ads

Non-skippable In-stream Ads

Non-skippable in stream ads don’t have a skip button but have a max length of 15 to 20 seconds. With this format you can ensure users see the full duration of your ad.

Non-Skippable In-Stream Ads - Youtube Video Campaign Ad Formats - Google Ads

In-feed Video Ads

In feed ads feature your video thumbnail and short description infeed ads help you engage your Audience by presenting during key moments of Discovery on the YouTube homepage search results and video Pages. They can also be shown alongside content on Partner websites. This format is ideal for users that want to promote longer form content as there’s no maximum video length.

In-Feed Video Ads - Youtube Video Ad Formats - Google Ads

Bumper Ads

Bumper ads are six second ads that are designed to help you efficiently Drive Impressions and reach with short memorable messages. They’re a great format to provide a preview of your product or complement your other ads.

Bumper Ads - Youtube Video Ad Formats - Google Ads

Bumper ads and non-skippable in-stream ads don’t increment view counts in Google ads, so you won’t see views reported in Google ads. Also note these formats can’t leverage video remarketing.

Outstream Ads

Outstream ads are served outside of video streams such as in front of or between content on mobile sites and applications. This ad type is only available via an allow list. Please contact your Google representative if you’re interested in running this format.

Outstream Ads - Youtube Video Ad Formats - Google Ads

YouTube Mastheads Ads

YouTube Masthead ads appear at the top of the YouTube home feed on desktop mobile and TV screens. They work to drive widespread awareness with a large-scale campaign. Masthead ads are available on a reservation only basis. if you’re interested in running a Masthead ad feel free to reach out to your Google representative.

Masthead Ads - Youtube Video Ad Formats - Google Ads

Video Action Campaigns

Video action campaigns run responsive ads. With responsive ads you create one ad, and it can serve as in-feed or skippable In-stream.

Video Action Campaigns - Video Ad Formats - Youtube - Google Ads
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About the Author

Zabi Niazi - Director of Search Marketing SEM and SEO

Hands-on execution & Revenue-focused digital marketer with expertise in Design & Operations centered around people, processes & technology engineering a Demand-Gen Engine capable of delivering innovative experiences that tell the brand story and map to the buyer's journey generating awareness, acquisition, retention, and advocacy.