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Showing any ad in videos and on video sites

Looking for an enthusiastic audience reaching into the hundreds of millions? Online videos give advertisers like you the opportunity:

  • To expand your brand reach globally across many demographics
  • To reach your advertising goals with videos
  • And to work with Google, YouTube, and our publishing partners to create more integrated promotions

Set your advertising goals for video

Build your brand recognition: Video placements are an excellent way to go, particularly on sites that are highly visible like YouTube. You can easily reuse video content from existing non-AdWords media campaigns, or create new video content just for building your brand across the web.

Drive more traffic to your site: If you've got a smaller budget, you can use your existing text and image ads to target specific video placements and entire sites that contain video content.

How and where ads can appear with video content

The cool thing about videos online is they're everywhere – on blog pages, in online newspaper articles, on sites that are all about video content, and more. You can watch them on anything from smartphones to tablets to your desktop computer. With your AdWords ad, you don't even need video content to reach a web user watching a video!

How's this possible? As long as your campaigns target the entire Google Display Network (without restrictions), your existing ads can appear in multiple ways on sites that feature video content. Websites that are completely focused on video content, like YouTube, offer not only the video player, but the space around the video, too.

Here are different ad types that can appear with video content:

  • Text ads: When your text ad appears in this format, it's called a "text overlay." This is essentially your AdWords standard text ad displayed in a special format for video-targeting on the Google Display Network. Only one ad will appear in this space at a time, cycling through up to 10 text ads for 20 seconds each during the video stream. Text overlay ads appear within the bottom 20% of the overall video player window. This ensures a customer sees relevant, unobtrusive advertising while enjoying their video streaming experience. It can also appear in text ad slots on the overall page where video content appears, just like your text ad can appear on any page within the Google Display Network where the website owner (content publisher) allows text ad placements on their site.
  • Image ads: These can appear in an overlay at the bottom of a video player while a video plays. Your ad could also appear in image ad slots on the overall page where the video content appears, just like your image ad can appear on any page within the Google Display Network where the website owner allows image ad placements on their site.
  • Video ads: Your video could appear before or during video content within a video player. In some cases, a viewer may have to choose to opt-in and watch your video before it appears for them. Your video ad could also appear in video ad slots on the overall page where video content appears, just like your video ad can appear on any page within the Google Display Network where the website owner allows video ad placements on their site.


Let's say that you own Happy Burgers, and you run a contest promotion offering a permanent spot on your menu to the customer who designs a top-selling Happy Burger during the summer. You might send your creative team out to film and interview the top contestants and people trying out their burger invention, and post that video on YouTube.

You can use AdWords to run a promotion for that video on YouTube pages for relevant keywords. Viewers on YouTube who search for related keywords can see a promotion for your video in the space to the right of YouTube search results.

How viewers interact with your ad

This will depend on the format you choose. If your ad appears within a video player itself, the video publisher can choose how they'd like someone to trigger these ads, as well as choose where, when and how these ads will appear. Usually, when someone clicks on any ad, their browser will load the ad's landing page. For ads driving traffic to your YouTube channel or videos, you can choose where and how you'd like customers to see your content on YouTube.

For text ads, viewers can hide or show the ad while they watch the video, reopen the text overlay or close the ad permanently. If they don't click on the final ad after all 10 ads appear, the text overlay will automatically minimise. Three relevant text ads will load in the video stream screen when the video finishes playing.

Similarly, there are multiple ways a video content publisher can define how image and video ads will appear on their website pages.


There are several types of video ad formats you can run through AdWords, and people can interact with these different formats in different ways. To understand how these work, check out these articles:

Choosing specific video placements and sites

If you'd like to choose specific video placements rather than use the default Google Display Network targeting option (which includes all sites), you can search for video placement ideas by using Display Planner.


Let's say that you have a "make your own burger" Happy Burgers promotion video and want to find video placements related to food. Display Planner can help you find ideas for food-related video placements that you can then target.

Excluding video sites or content

If you'd like to keep your ads from appearing in certain video-specific placements, you can exclude any of these categories with the site category options feature:

  • In-video: Select this option to prevent your ads from appearing on in-video placements.
  • In-video (user embedded only): Web publishers have the option to embed video content that they've found on a Display Network site onto their own sites. This embedded video will still feature AdWords ads targeted to the Display Network. Choosing this option will prevent your ad from appearing within user-embedded videos, but your ad will remain eligible to appear across video publisher sites on the Display Network.
  • Video-sharing pages: Choose this option to prevent your ads from appearing on pages where people can upload and view videos.
  • Live streaming video: Select this option to prevent your ads from appearing on footage of a live event streamed over the Internet.

When targeting YouTube specifically, you can further control how your ads may appear with video content by limiting the types of videos your ads can appear with. These are most useful for businesses trying to protect their brand on YouTube. You can exclude the following types of video content on YouTube:

  • DL-G: Content suitable for general audiences
  • DL-PG: Content suitable for most audiences with parental guidance
  • DL-T: Content suitable for teen and older audiences
  • DL-MA: Content suitable only for mature audiences
  • Not yet labelled: Content that has not been labeled


Let's say that for your "make your own burger" Happy Burgers promotion video, you want to be sure that your ads don't show up within video placements that are on sites intended for adult audiences. You can exclude the "DL-MA" category for your videos.

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