Today, YouTube is a go-to video platform with a lot of potential. With more than 2 billion active users , it is the second most visited site in the world after Google. Google Ads offers the possibility of creating video campaigns with a wide variety of formats. Discover in this article, written by our SEA experts, the different video ad formats available on YouTube.
YouTube Ads advertising: video ad formats
SKIPPABLE IN-STREAM ADS
Skippable Instream ads play before, during, or after other videos. Internet users can choose to deactivate them after a delay of 5 seconds.
These ads are the best known and are the flagship ad format on YouTube. They are broadcast on YouTube, as well as on the sites and applications of Google video partners. They are used to promote video content.
For the advertiser, the pricing can be established at the cost per view (CPV), that is to say that he pays only when an Internet user watches 30 seconds of the video. If the video is less than 30 seconds, it must be watched in full. If the user interacts with the video, for example by clicking, the advertiser also pays. Pricing can also be done with other bid strategies. In this case, the advertiser pays by number of impressions.
NON-SKIPPABLE IN-STREAM ADS
Non-skippable Instream ads play before, during, or after other videos. Unlike the previous format, viewers cannot choose to skip them and must watch them in full. Regarding the duration, they are up to 15 seconds.
This ad format may seem a little intrusive but is quite effective. These ads appear on YouTube videos, as well as Google video partner sites and apps. They can also be streamed on YouTube TV. They are used to promote video content when you want people to see the full ad.
For the advertiser, the pricing is based on the cost per thousand impressions (CPM), that is to say that he pays according to the number of broadcasts.
VIDEO DISCOVERY ADS
Video Discovery ads appear on the YouTube channel's watch or home page. They consist of an image of the video in the form of thumbnail, accompanied by a descriptive text. Internet users are invited to click on it to watch this video.
They appear in YouTube search results, alongside related YouTube videos, and on the YouTube mobile homepage. They are used to promote video content in places where people discover content.
For the advertiser, pricing is done on a cost-per-click (CPC) basis, ie they only pay when a user clicks on the video thumbnail to watch it.
BUMPER ADS
Bumper ads play before, during, or after other videos. Like non-skippable Instream ads, viewers can't choose to skip them. They are therefore obliged to watch them in full. However the duration is shorter, they are up to 6 seconds.
Like non-skippable Instream ad format ads, bumper ads can look intrusive but are quite effective. These ads appear on YouTube videos, as well as Google video partner sites and apps. They can also be streamed on YouTube TV. They are used to promote video content when you want to reach a large number of Internet users with a short and powerful message.
For the advertiser, the pricing is based on the cost per thousand impressions (CPM), that is to say that he pays according to the number of broadcasts.
OUTSTREAM ADS
OutStream ads are initially played with the sound muted. Internet users have the option of reactivating it by pressing it.
They are broadcast exclusively on mobile. They don't appear on YouTube, but on Google video partner sites and apps. OutStream ads can be posted to various placements. On the web, they are distributed in banners. On mobile apps, they are displayed in banners, interstitials, in-feed, native, portrait and full-screen modes. They are used to expand the reach of a video ad on mobile and thus reach more Internet users.
Advertiser pricing is cost per thousand viewable impressions (vCPM). That is, it pays based on the number of impressions when a user sees the video being played for at least 2 seconds.
THE MASTHEAD BANNERS
Masthead banners play automatically, without sound, for up to 30 seconds. They are located at the top of the YouTube home feed. Internet users have the option of reactivating the sound by pressing the banner.
This ad format is interesting because it allows you to reach a large audience of Internet users. They are broadcast on the YouTube home page, on computers, mobile devices and TV screens. They are used to advertise a product or service.
For the advertiser, the fees are charged at the cost per thousand impressions (CPM), that is to say that he pays according to the number of broadcasts.