Choosing an advertising format on YouTube can often be a puzzle when you're not a Google Ads expert. While pre-roll and instream are on the rise, more and more advertisers are venturing into video advertising. YouTube has indeed emerged from a successful exercise with estimated revenues around $15 billion...
Adintime offers you an overview of the advertising formats offered by Google Ads for YouTube.
The display format on YouTube
These ads are the paid version of "recommended for you" video placements. These are the videos that appear at the top right of YouTube during your computer browsing. This sponsored insert offers you videos related, more or less closely, to the content you are watching.
The strength of this format lies in its being much less intrusive than pre-roll or instream. Indeed, it is strategically placed to be impactful and seen without disrupting the YouTube user's experience.
Some specificities of the YouTube display format:
- Maximum animation time: 30 seconds
- Audio: No sound in this type of advertisement
- Price: Pay per click on the thumbnail to view the ad
>>> Discover other formats in display advertising
The Bumper advertising format
The Bumper is undoubtedly the ideal format for repetition. Its 6-second format with mandatory viewing guarantees a short attention span but a 100% viewing rate (when the user is in front of their screen, of course :).
This format is therefore ideal for building awareness of a product, brand, or anything else you want to promote. It's best to be concise in these 6 seconds. While some advertisers manage to offer very attractive sequences, playing it safe with a prominently visible logo or name guarantees flawless memorization.
Some specificities of the Bumper advertising format:
- Maximum file size: 1GB
- Maximum ad time: 6 seconds
- Price: CPM Target
Skippable YouTube ads
This is probably the most famous advertising placement on YouTube. It is also the most versatile since it can be found on most devices (computer, TV, console, mobile). Skippable ads come in two formats:
- pre-roll (before the video starts)
- in-stream (during the video)
Regardless of their placement, these ads are still quite intrusive and often criticized. However, when they reach a relevant audience, the results can be surprisingly good. Some consider a good view rate to be around 15%. In concrete terms, this means that 15% of people who see your ad will not "skip the ad". On our side, we have conducted campaigns with view rates exceeding 50%! By working on a good selection of keywords with a quality video, you can achieve good results.
Some specificities of the skippable advertising format:
- Maximum file size: 1GB
- Maximum ad time: 12 seconds to 3 minutes
- Price:
- CPV: Payment when a user watches 30 seconds of the video (or its entirety if it's less than 30 seconds) or when they interact with elements in the video.
- CPM Target, CPA Target, or Maximize Conversions: Payment per impressions
Non-skippable YouTube Ads
There are ultimately few differences between skippable and non-skippable ads. Technically, they meet the same constraints. However, they are only found on mobile and computer.
The major difference is obviously the cost. Forcing users always represents a more expensive operation on the web.
Some specificities of the non-skippable advertising format:
- Maximum file size: 1GB
- Maximum ad time: 15 seconds
- Price: CPM Target
Over the years, YouTube has developed its arsenal of advertising placements to become a stronghold of digital marketing. Not surprising for the pioneer of online video.
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