YouTube Ad Formats, Done Properly
The video ad formats available on YouTube, including skippable and non-skippable in-stream ads, bumper ads and in-feed video ads.
Tomas Lindqvist
At a glance
- Skippable in-stream viewers can skip after five seconds
- Non-skippable in-stream must be watched in full and have length limits
- Bumper ads run up to six seconds
- In-feed video ads appear in search results and feeds
Why it matters
Why it matters: Each format has different lengths and viewer behavior, so creative must be built for the format rather than reused blindly.
Best practice
- Hook viewers in the first five seconds
- Show the brand early
- Create versions for each format
- Design for sound off and on
- Test several creative variations
Common pitfalls
Watch out for:
- Slow openings on skippable ads
- Reusing TV spots without editing
- Late branding
- One version for every format
When to call in a specialist
Bottom line Bring in help when planning YouTube campaigns with several formats.
Where this comes from
- Google Ads Help — About video ad formats
- Google Ads Help — About bumper ads
The figures and practices above come from the sources listed.
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Where to go next
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