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About video ads 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 can use this tool to create non-skippable in-stream video ads to run on video partner sites on the Display Network.

Tip

You can also build video ads by using the "Video" campaign type in AdWords. Explore the benefits

Note

There are some changes to video ad templates in the Ad gallery.

  • As of October 2016, you’re no longer able to create TrueView video ads by using the Ad gallery in Display Network campaigns. By January, any existing TrueView video ads in Display campaigns will stop serving and the status will show as “Removed.” You can use video campaigns to continue creating and running TrueView video ads. Learn more about creating video campaigns
  • We’re reducing inventory on YouTube for non-skippable in-stream ads that are bought via the AdWords auction. By early 2017, these ads will no longer run on YouTube. They’ll continue to run on video partner sites on the Display Network, if selected in the Network settings.

How it works

There is one template for video ads in the Ad gallery:

  • In-stream video ad (non-skippable): Place a 15-second video ad (some publishers allow up to 30 seconds) within video publisher content on the Display Network.

This format allows you to place video ads within video content being streamed online. Your ad can appear on video partner sites on the Google Display Network, such as TMZ.com, About.com, or 5min.com (in the US).

If you're focused on expanding your brand, in-stream 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.

When a video is served to a website in the Google Display Network, customers will see an in-stream video ad play automatically before, during, or after 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.

If the viewer clicks the ad while it plays, the browser will automatically launch the ad's landing page in a new browser tab or window.

The benefits of combining in-stream 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 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 vCPM or CPC basis for traditional in-stream ads:

  • CPC: You won't be charged for each play of your video, but rather for customer clicks that open your landing page while your video ad is playing.
  • vCPM: Charges are counted as soon as the ad plays. The vCPM 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.

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