From six-second bumper ads to 30-second skippable ads – with digital video, advertisers can take advantage of a wide variety of creative lengths and viewer experiences to achieve their communication goals. They can even run much longer creative with a skip ad button. Each of these formats has a distinct role to play in a brand’s media campaign.
15-second nonskippable ads have been a key part of YouTube’s format mix since the platform’s earliest days, but the format was only available to advertisers via YouTube reservation, the way advertisers tapped into offerings like Google Preferred.
Today we’re expanding access to advertisers running auction campaigns. Recognising that advertisers should have access to the full range of creative options regardless of how they buy – whether in advance via reservation or in the Google Ads auction – we’re bringing nonskippable 15-second ads to Google Ads and Display and Video 360, across YouTube and Google video partners. Meanwhile, we continue to have protections in our ad system to cap the number of ads a user sees, to ensure that users have a great experience while watching YouTube.
Overall, this is another step towards a more flexible and intuitive buying experience, where all formats are accessible to all advertisers, regardless of how they buy.
The format will start ramping up today with full availability in the coming weeks. To incorporate 15-second nonskippable video ads into your strategy, head to Google Ads or Display and Video 360 to set up a new campaign, and check out more information in the Help Centre here.
Posted by Ali Miller, Product Manager, Video Ads
