About video ad formats

In AdWords, 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: TrueView in-stream ads, TrueView video discovery ads and bumper ads.

While video ad content must be hosted on YouTube, video ads can appear on both YouTube and video partner sites and apps across the Display Network, including on tablets and mobile devices (depending on your format and 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 also learn more about our policies and requirements.

About TrueView video ads

With TrueView ads, you don't pay for random impressions or maybe-they-saw-its. You’re only charged when viewers watch or interact with elements of your video. There are two types of TrueView ad: in-stream and video discovery.


  • 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 that 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.

TrueView in-stream ads:

When should I use it?

  • Use this format when you have video content that 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 five seconds, the viewer has the 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 on the YouTube mobile home page.

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
  • Alongside related YouTube videos
  • On the YouTube mobile home page

How will I be charged?

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

About bumper ads

Bumper ads are a short video ad format designed to allow you reach more customers and increase awareness of your brand.

When should I use it?

  • Use this format when you’d like to reach viewers broadly with a short, memorable message.

How does it work?

  • Your bumper video ad is of six seconds duration or less and plays before, during or after another video. Viewers do not have the option to skip the ad.

Where can the ads appear?

  • Bumper ads can appear before other videos on YouTube or on partner sites and apps on the Display Network.

​How will I be charged?

  • You pay based on impressions. Bumper ads use CPM (cost-per-thousand impressions) bidding, so you pay each time that your ad has been shown 1,000 times.
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