Non-skippable video ads

We recently made changes to this ad format, reducing the maximum length of the non-skippable ad on desktop and mobile devices.

What are non-skippable video ads?

The non-skippable video ad is an ad format that may appear pre-, mid- or post-roll while viewing partner content. As of January 2018, these ads on desktop and mobile devices can be up to 15–20 seconds long (depending on where the viewer is based). Viewers must watch the ad before they're able to watch the selected video. A smaller, 300 x 60 pixel ad may also be shown next to YouTube videos that show non-skippable video ads on desktop. 

Video ads are sold on a CPM basis, and may generate higher CPMs than other ad formats on YouTube.

When do non-skippable video ads appear?

We use a range of signals, including content type and how a user discovered the video, to help determine the best time to serve a video ad. When we don't have a supply of non-skippable video ads to show against your content, we'll use other ad formats.

We're always working to make sure that we show the right ad to the right user at the right time. We use different signals to determine the best time to show users a non-skippable video ad. We'll show other ad formats when our system determines that they would provide a better user experience.

How are non-skippable in-stream ads different from TrueView in-stream ads?

If a non-skippable video ad appears before a video, the viewer must watch the ad in full before the video will play. With TrueView in-stream ads, viewers have the option to watch the ad in full or to skip the ad after viewing it for 5 seconds.

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