YouTube ads can be a cost-effective way to reach your ideal customers. After all, YouTube is one of the largest video platforms on the planet with 2.7 billion monthly active users. Different types of YouTube Advertising help you reach different subgroups of this massive audience. platform.
Advertisers can choose from a range of Youtube ad formats. The right format might not always be obvious at first glance. That’s why we’ve created this guide to help you choose which types of YouTube ads are right for your brand.
Types of YouTube Advertising
YouTube has six different video ad types. Several of these have changed over the last few years as Google consolidated ad types or offered new formats. For example, in early 2022, Google got rid of TrueView ads in favor of skippable in-stream ads. When YouTube Shorts became popular, the platform added a specific ad type for this format.
One thing remains constant, you do need a Google ads account to place and manage your ads. A Google ads account gives you access to advertising opportunities on YouTube, other Google-owned properties, and Google Display Network websites.
Here’s the most up-to-date info on types of YouTube advertising to maximize your next YouTube advertising campaign.
1 – Skippable In-Stream Ads
Skippable ads appear before, during, or after videos. They are the most common type of YouTube ad and offer users the most control. Skippable ads can also appear anywhere in the Google Display Network.
You can make skippable video ads as long as you want them to be, but keep in mind that YouTube allows viewers to skip your ad after five seconds. Make sure you hook your viewers early because those first few seconds count! Skippable ads can help you understand whether your video is capturing the attention of your intended viewer.
Your cost for skippable ads is based on the number of views. You’re charged for a “view” if the user watches at least 30 seconds of your video or interacts with the ad. If the ad is shorter than 30 seconds, you’ll be charged if the viewer watches the whole video.
Skippable YouTube ads are useful for almost any marketing goal including sales, leads, website traffic, or brand awareness. They’re great at sharing your message while letting viewers control their ad experience.
2 – Non-Skippable In-Stream Video Ads
As the name implies, viewers don’t have the option to skip these ads. Videos for non-skippable ads are 15 seconds or shorter. They might show up as mid-roll, post-roll or pre-roll ads.
Because users can’t click past them, you’re paid by impressions instead of views. So you’ll be charged per impression anytime your non-skippable ad is shown. Although some viewers still watch YouTube on televisions or computer screens, it’s smart to make your ads vertical to fit mobile screens.
These ads are ideal for brand awareness and reach. But, be careful not to annoy viewers. They came to see the video they wanted, not your ad. Choose your audience carefully to make sure your brand is something they’ll be interested in.
3 – YouTube Bumper Ads
Bumper ads are short, non-skippable pre-roll ads. They’re only six seconds long at most, so your message needs to be short and targeted. Think of them as teaser videos to snag attention. Your goal is to make someone curious enough to visit your site or investigate your brand.
Bumper ads are pay-by-impression, just like longer non-skippable ads. The advantage is they’re less disruptive than longer-format ads. Use them for brand awareness and reach.
The video below from PG Tips is a great example of a short, striking bumper ad.
4 – In-Feed Video ads
Formerly known as video discovery ads, these ads show up alongside related videos. That means they appear as part of YouTube search results, on the YouTube mobile homepage, or at the top of the related videos list on watch pages.
These ads appear as a thumbnail and title with no more than a line or so of text. Well-chosen titles and powerful thumbnail images are the key to success with in-feed ads.
You only pay for this ad type when viewers click your ad. This format is a good choice if your goal is product or brand consideration because it can introduce new people to your brand.
5 – YouTube Shorts Ads
Ads in YouTube Shorts can help you reach engaged mobile users on the YouTube app. These videos appear between YouTube Shorts—vertical videos that are three seconds long or less. Users can skip the videos by swiping, just like in most social media feeds. However, the ad will reappear if the user scrolls back.
These ads may be charged by impression, view or engagement. An “impression” happens if the viewer watches for two seconds. It’s a “view” if the user watches for 10 seconds or clicks the call to action. Shorts ads should be less than 60 seconds.
This ad format is ideal if you’re trying to reach audiences in their mid 20s to mid 40s, since that audience makes up about 40% of all Shorts viewers. They make great teaser ads for full-length videos as well.
6 – Masthead
Masthead ads are special videos featured on the top of the YouTube home feed. You can only get one of these ads by working directly with a Google sales representative. They’re more expensive than other ad formats and you’ll pay per thousand impressions.
The masthead will autoplay for up to 30 seconds without sound and you can include up to two companion videos. Mastheads are an advanced strategy, so only use them if you’re already comfortable with YouTube ads.
Use this ad format when you have big news to share. Think a major sales event, new product, or special service.
Purchasing Reserved Media Placements With YouTube Select
YouTube Select, formerly known as Google Preferred, offers bundles of content lineups and programs that can help you target specific audiences. Google refers to these bundles as reservation media. They may include one, some, or all of the available YouTube ad formats.
These bundles help you maximize scale while staying relevant. They include placement of Google Ads, display ads and video on the top 5% of popular channels on YouTube. To access YouTube Select, you’ll need to contact a Google account representative.
All Types of YouTube Advertising Work Best With Custom CTAs
Don’t forget to add a clickable call-to-action on all types of YouTube ads. The most popular CTA asks viewers to visit a landing page on your website. If you go this route, make sure your website is optimized for mobile traffic and you have a solid landing page in place.
The call to action is fully customizable on all YouTube ads and you can even run multiple campaigns with unique CTAs for different audiences.
The Bottom Line: The Right Ad Type Delivers Results
Advertising on one of the biggest ad platforms in the world is a smart play for many brands. Choose the right types of YouTube Advertising for your brand based on your goals and audience.
Now that you have the basics, you’re ready for a deep dive. Check out our ultimate YouTube video ads guide for all the info you need to make the most of your next YouTube advertising campaign.
When you’re ready to create your video ad, we’re here to help. Contact the video ad experts at IdeaRocket to get started.
