About 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-it"s. Viewers have to choose to watch or engage 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 that they're curious about, and you get more views from an audience that 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 customise: 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 engages with your video, whichever comes first. Video interactions include clicks on the call-to-action overlays (CTAs), cards and companion banners. Unlike cost-per-impression pricing, you won't need to pay every time that your ad is shown.
  • 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? How does it work? Where will the ads appear? How will I be charged?
Use this format when you have video content that you'd like to promote before videos on YouTube and the Google Display Network. After 5 seconds, the viewer has an option to skip the ad. TrueView in-stream videos can appear on YouTube watch pages and on video partner sites and apps in the Google Display Network. You pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or engages with your video, whichever comes first.

TrueView in-display video ads

This format includes the following old formats:

  • YouTube Promoted Videos overlay
  • Promoted videos suggestions and related videos

The video ad preview unit may vary in size. You can choose whether the video plays within the ad unit or when a viewer clicks the unit to watch the video on its YouTube Watch page.

When should I use it? How does it work? Where will the ads appear? How will I be charged?
Use this format to promote a video next to YouTube videos, as part of a YouTube search result or within other website content across the Google Display Network. The appearance of the ad format will vary, depending on which ad sizes and ad formats that content publishers support. For example, YouTube is a key content publisher within the network, and these ads will function and appear in the same way across the YouTube site.
  • On YouTube search results
  • On YouTube-related videos
  • As a YouTube overlay
  • On partner websites
You’ll be charged only when viewers choose to watch your ad by clicking a thumbnail.
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