Video ad formats in the Ad gallery

In AdWords, the Ad gallery is a free ad-creation tool that offers various ad templates in different categories, including video. You'll need to use this tool to build video ads that use cost-per-click (CPC) , cost-per-thousand impressions (CPM), or cost-per-view (CPV) bidding.

Before you get started building and placing your ads on these sites, learn more about the video formats available and how they work:

  • Explore the available video ad formats for the Ad gallery
  • Understand where these formats may appear and how they're priced
  • Discover how to monitor the performance of your video ads

Tip

You can also build video ads using AdWords for video. Explore the benefits and differences between these two tools

Understanding the differences between similar Ad gallery video formats

There are several video formats that may be created within the same tools, and function similarly. It can be confusing to understand the difference between some of these formats and the tools used to create them, so we've summarized some important things to help you better understand your video ad options:

InVideo static image (overlay) ads vs. Click-to-Play video ads

A Click-to-Play video ad is a video that is an ad. It's served within a webpage with existing video content. If you run a Click-to-Play video ad, your ad is the content of the video.

An InVideo ad is an image overlay or in-stream video ad served within the body of a video's content. If you run an InVideo ad, your ad is inserted in or around the video content of another publisher. Your ad could appear before the video, beneath it, during, or after it.

Both options provide similar reporting metrics, however due to the difference in user interaction with these formats, there will be a slight variation in the metrics reported. For example, InVideo ads can be skipped while Click-to-Play ads can't.

In-stream video ads on YouTube vs. in-stream video ads on other Google Display Network sites

Traditional in-stream video ads can be 30 seconds or less. Spots that are 16-30 seconds are eligible to run only on longer video content with a duration of 10 minutes or more. Spots that are 15 seconds or less may run on longer video content as well as on shorter clips.

TrueView in-stream video ads may be any duration. Viewers have the option to skip the video after the five-second mark, and you are only charged when a viewer watches the entire video or through the 30 second mark, whichever comes first.

On the Google Display Network, our partners observe the same guidelines as YouTube. However, some partners do accept longer videos.

The Click-to-Play video template

These Click-to-Play ads are standalone videos containing advertising content with a static (that is, motionless), opening image. When clicked, these video ads begin playing. While you won't be charged for each play of your video, you will be charged for clicks to your site or impressions of your opening image.

This section explains how Click-to-Play video ads work, available ad sizes, and reporting metrics.

How it works

When a video ad is shown, it'll appear as a static opening image. Once a viewer clicks the play button or the opening image, the video will begin playing within the ad space. The video will cover the entire area of the ad space, replacing the opening image completely. You don't need to supply a different video file for each of the ad sizes -- we automatically resize the video to work with your opening image.

If the viewer clicks the Display URL at the bottom of the ad, or clicks the ad while it plays, they'll automatically be taken to your website. Viewers can control the volume and replay the video if they choose.

See Click-to-Play video ad samples

Medium rectangle (300 x 250)

Examples on the page

Ad at the top

Example ad at the top

Ad on the side

Example ad at the side

Ad on the bottom

Example ad on the bottom

Large rectangle (336 x 280)

Examples on the page

Ad at the top

Example ad at the top

Ad on the side

Example ad at the side

Ad on the bottom

Example ad on the bottom
Reviewing your Click-to-Play metrics

The following reporting is available for Click-to-Play ads:

  • Impressions: The ad is served for the first time.
  • Click-to-Play: The ad is clicked to initiate either a video ad within the video stream, or a Flash interaction.
  • Clickthrough: When the viewer clicks the clickthrough link beneath the viewer-initiated click-to-play (CTP) video, or the viewer clicks the animated overlay ad and initiates the ad's landing page in a new browser window.
  • Video quartile reporting: Which percentage quarter of the viewer-initiated CTP video the viewer watches (25%, 50%, 75%, and 100%).

The InVideo static image (overlay) template

These ads appear within streaming premium partner and user video content on YouTube, or across the Google Display Network. There are two versions of the overlay: a static image, and an interactive Flash overlay. The static image format is available using an Ad gallery Video category. The Flash overlay format is available for a limited number of advertisers.

How it works

  • Ads appear within an online video stream based on when the video publisher chooses to begin displaying the ad. The ad appears within the bottom 20% of the video stream's play space. Only one ad will appear in this space during each video stream.
  • Ads are collapsible, so a viewer can hide or show the ad while they watch the video. The ad will also automatically minimize after several seconds.
  • Depending on the ad format, a viewer can click the overlay to initiate one of the following: a video ad within the video player, an interactive Flash ad within the video player (limited availability), or a new browser window featuring the ad's landing page. These ads will be labeled with the notation >Ads by Google.

See video ad demos with the InVideo static image overlay

In-stream video ad templates

These formats allow you to place video ads within video content being streamed online. Your ad can appear within popular content on YouTube – in full-length TV shows and movies and in front of clips from content partners – and on video sites on the Google Display Network, such as TMZ.com, About.com, and 5min.com (in the US).

If you're focused on expanding your brand, in-stream video ads can help you make that happen. Nearly one third of time spent online is spent consuming video. With AdWords, you're able to target specific content without having to bundle your ads, and this also means detailed reporting so you'll know exactly where your ads appeared, and how customers interacted with them.

How it works

There are two templates for in-stream video ads within the Ad gallery:

  • In-stream video ad: Place a 15 or 30-second video ad within video publisher content.
  • Skippable in-stream video ad: Place an in-stream video ad that includes the option for customers to skip the ad within video publisher content. (This template has limited availability.)

When an online video is served to a website in the Google Display Network, customers will see an in-stream video play automatically before, during, or after online video content depending on where the content publisher chooses to show ads within their video content. The video will cover the entire area of original content video space.

The ad will play for a maximum duration of 60 seconds, although publishers can limit the ad content shown to 15 seconds or less. Web users won't be able to skip the in-stream video ad content.

If the viewer clicks the ad while it plays, their browser will automatically launch the ad's Destination URL in a new browser window.

The benefits of combining in-stream video campaigns with your TV ad campaigns

If you've already got a television campaign -- we're not suggesting you stop advertising online! In-stream video is a great complement to television. Here are a few benefits you may experience if you combine your television ad campaigns with in-stream video ads:

  • Measurement: Know the effectiveness of your ad through conversion metrics and viewer behavior.
  • Flexibility: A 2010 Nielsen IAG study found that re-purposed television ads perform well online, oftentimes beating web original video ads. (US only)
  • Brand Impact: A recent Nielsen study found that online video advertising outperforms television advertising for brand recall, message recall, and likability. Nielsen found that general online video ad recall is 65%, which is roughly 40% higher than TV ads. (US only)
  • Viewer Engagement: A 2009 Online Video Engagement Consortium study found that online TV show viewers are 28% more likely to pay attention than live TV show viewers. (US only)
How you're charged

You can bid on either a CPM or CPC basis:

  • CPC: You won't be charged for each play of your video, but rather for customer clicks that load the Destination URL while your video ad is playing.
  • CPM: Charges are counted as soon as the ad plays. The CPM minimum for partner video sites is set individually by each publisher and therefore varies. This minimum is also specific to the US, and may vary per market.

Companion banner ads: There's no additional cost to add these to your in-stream video ads. Not all video sites on the Google Display Network support companion ads. For those that do, they're free and aren't counted as an additional impression. Instead, they're counted as a single impression combined with the video ad.

The expandable video ad template

Expandable video ads appear on sites across the Google Display Network. When a customer clicks on an expandable ad, it expands to twice its width or height, depending on the format. Expandable formats encourage more interaction from interested customers by increasing your ad's presence on the page.

The following ad sizes are supported for expandable templates:

  • 120 x 600
  • 468 x 60
  • 728 x 90
  • 300 x 250
  • 160 x 600
  • 336 x 280

We don't charge you when a viewer clicks to expand your ad. However, we do charge you if a customer visits your landing page after clicking on the expanded ad.

Expansions will be listed in reports as "interactions," so you can track how people are interacting with your ads.

Next steps