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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
- In-feed video ads
- Bumper ads
- Masthead ads
- YouTube Shorts ads
| Skippable in-stream | In-feed | Non-skippable in-stream | Bumper | YouTube Shorts | |
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| Selling point | Users can skip so you can understand attention | Shows to highly engaged users in the discovery and searching phase | Users can't skip so they view your whole message | Quick message that can't be skipped to raise awareness or reinforce other ads | Shows to highly engaged users in a mobile-optimized experience |
| Where it serves | YouTube videos, GVP In-stream*, GVP App* | YouTube Homefeed, YouTube Search | YouTube videos, GVP In-stream*, GVP App* | YouTube videos, GVP In-stream*, GVP App* | YouTube Shorts |
| Max video length | No max length ( <3 min recommended) | No max length | 15 seconds | 6 seconds | <60 seconds recommended |
| Views reported in Google Ads? | Yes | Yes | No | No | Yes |
| Can increment public view count? | Yes (videos less than 10 seconds will not) | Yes | No | No | Yes |
| Can remarket to viewers? | Yes | Yes | No | No | No |
| Compatible video campaign types |
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*When opted into Google Video Partners (GVP)
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 learn more about our policies and requirements. To learn how to create videos in Google Ads, visit Create a video using Asset library. To learn how to add voice-over to video, visit Add voice-over to a Video campaign.
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 or as a full screen interstitial ad that plays before a viewer can proceed within a mobile app. 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 entire 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 do I need to select to use this ad format?
- Sales
- Leads
- Website traffic
- Awareness and 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 30 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 do I need to select to use this ad format?
- Awareness and consideration
Note: You can also use this ad format when you choose "Create a campaign without a goal's guidance" in Google Ads.
Vertical-friendly video ads
Optimize your App, Performance Max, and Video campaigns by having vertical videos in your creative assets as a best practice. The mobile-friendly, full-screen experience of vertical videos can help improve your campaign’s engagement with mobile video viewers.
For YouTube, vertical videos are supported in all video eligible campaigns with possible placements in-feed, in-stream, on YouTube Search, and YouTube Shorts. In some cases, just by adding a vertical video asset to a Video action campaign can deliver 10-20% more conversions compared to just having horizontal videos for YouTube Shorts.
Outside of YouTube, your ads also run on Google video partners to reach more people. A large share of Google video partners inventory is vertical-focused, like gaming and video apps, to further utilize your vertical and square video assets.
To start creating vertical video assets, learn more about video creation 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 only be charged when someone clicks to watch the ad, or in some cases, when they watch it autoplay for at least 10 seconds.
Which campaign objective do I need to select to use this ad format?
- Awareness and 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 do I need to select to use this ad format?
- Awareness and consideration
Note: You can also use this ad format when you choose "Create a campaign without a goal's guidance" in Google Ads.
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.
YouTube Shorts ads
When should I use this ad format?
Use this format when you have video content that you would like to promote between Shorts in the Shorts feed on YouTube, reaching a large audience of engaged viewers in a mobile-optimized experience.
How does the ad format work?
Shorts ads have a similar user experience as organic Shorts videos.
- Ads will be rendered and show up randomly between organic Shorts videos.
- Users can immediately skip the ad by swiping up or down.
- The ad video will be kept and reshown if users scroll back.
- Clicking on the CTA button will land users to the designated landing page
Where does the ad format appear?
Shorts ads serve on tablets, mobile apps, and connected devices like streaming devices, gaming consoles, and TVs.
How will I be charged?
For Shorts ads, you are charged for an impression, view, or engagement.
A view is counted:
- After 10 seconds of autoplay
- After a click (if the creative loops, you are only charged once and counted as one view)
- If the minimum ad length is 6 seconds, after watching a <10 second ad to 100% completion
A click on a Shorts ad means a click on the Call To Action (CTA); pausing the ad will not count as a click.
An impression on Shorts is when playback starts, and a viewable impression is 2 seconds. You are charged on Impression if you have Target CPM (Cost-per-thousand-impressions) bidding.
An engagement occurs on Shorts when the user views 5 seconds of the ad or clicks on the CTA.
