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About TrueView video ad formats

In AdWords, you can create compelling video ads with TrueView ad formats. With TrueView ads, you don't pay for random impressions or maybe-they-saw-its. Viewers have to choose to watch or interact with elements of your video, or there's no charge.

This article describes the benefits of TrueView ads and compares the different video ad formats available.

Benefits of TrueView ads

  • It's a win-win: Viewers see videos they're curious about, and you get more views from an audience you know is interested. Because you choose what you want to pay for a view, you get the right audience at the right price. Unlike cost-per-impression (CPM) pricing, you won't need to pay every time your ad is shown.
  • Freedom to customize: You can also run videos longer than 30 seconds, so you can experiment with different formats. You can try longer product demos, customer testimonials, or a how-to video demonstrating your product in action.
  • Broad reach: TrueView ads can appear on both YouTube and other publisher sites in the Display Network for desktop computers and high-end mobile devices. Note that video content for TrueView ads must be hosted on YouTube.

Tips

  • With TrueView in-stream ads, you pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or interacts with your video, whichever comes first. Video interactions include clicks on the call-to-action overlays (CTAs), cards, and companion banners.
  • While video content for TrueView ads must be hosted on YouTube, TrueView ads can appear on both YouTube and on video partner sites and apps in the Google Display Network for desktop computers and mobile devices.

TrueView video ad formats

Explore each of the formats in detail below. You can also learn more about our policies and technical specifications.

TrueView in-stream video ads:

When should I use it?

  • Use this format when you have video content you'd like to promote before other videos on YouTube and across the Google Display Network.

 How does it work?

  • Your video ad plays before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad.

Where can the ads appear?

  • TrueView in-stream video ads can appear on YouTube watch pages and on videos on partner sites and apps in the Display Network.

​How will I be charged?

  • You pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or interacts with your video, whichever comes first.

 

TrueView video discovery ads:

This format is formerly known as “TrueView in-display ads.” 

When should I use it?

  • Use this format to promote a video in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or alongside other content across the Display Network.

How does it work?

  • Your ad consists 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, video discovery ads always invite people to click to watch the video. The video then plays on the YouTube Watch page or on your channel page.

Where can the ads appear?

  • On YouTube search results
  • On related YouTube videos
  • On the YouTube homepage
  • As an overlay on a YouTube watch page
  • On video partner sites and apps across the Display Network

​How will I be charged?

  • You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail.

 

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