One of the most effective types of marketing is video marketing, with the video being one of those most consumed types of media online. You can use video within your Google Ads campaigns as well In this article we share the different types of video ad formats and how to use them to increase the effectiveness of your ad campaigns.
Watch our video guide on Video Ad types and formats here
As part of your Google Ad campaign, you can create engaging campaigns with a variety of video ad formats. You can use these ads to engage with your audience on YouTube and across various partner websites.
There are 6 types of video Ads:
- Skippable in-stream ads
- Non-skippable in-stream ads
- Video discovery ads
- Bumper ads
- Outstream ads
- Masthead Ads
Video ad content must be hosted on YouTube, your video can also appear across the GDN and Google Partners networks.
Skippable in-stream ads
Skippable in-stream ads we are all familiar with, if you regularly consume content on the internet. These are ads that you can skip after 5 secs which will play before, during and after other videos on YouTube and other partner websites & apps.
Top Tip: Make sure the first 5 seconds of your video contains your key message.
Non-Skippable in-stream ads
Non-skippable in-stream ads will also be familiar, these are ads that you cannot skip. Non-skippable in-stream ads are 15 seconds or shorter, playing before, during or after other videos on YouTube and other partner websites, These are ads where you can promote your video content where viewers don’t have the option to skip.
Non-skippable in-stream ads use Target CPM bidding, this is where you based on impressions.
Video discovery ads
Video discovery ads place your video content as part of YouTube search results, next to other YouTube videos or on the Youtube mobile homepage. These ads include a thumbnail image from your video and some text and can vary in size, depending on where the ad appears. Video discovery ads include a call to action to click to watch. When clicked the video will then play on the YouTube watch page or channel homepage. With video discovery ads you only pay when someone clicks the thumbnail to watch your ad.
Bumper ads are the very short ads you see before, during and after other videos on YouTube and website partners. These types of ads are great if you want to reach a broad audience, (perfect for a brand awareness campaign) with a short and catchy message. There is no option to skip these ads as they are 6 seconds or less, allowing your whole to be viewed. Like non-skippable ads, bumper ads use target CPM bidding, where you pay based on impressions.
Top Tip: Use highly visual messages and graphics to make your ad memorable.
Outstream ads expand the reach of your ads on mobile devices. These types of ads start with the sound off, the person watching the video has the option to unmute the ad. These types of ads are designed to extend the reach of your ads while keeping costs down. Only available on mobile devices and appear on websites and apps that are part of Google, video partners. Outstream ads can play across a variety of mobile placements, in mobile apps, they appear in banners, interstitials, in-feed and native in both vertical and horizontal formats.
Outstream ads are charged based on viewable cost-per-thousand-impressions (vCPM), therefore you will only be charged when someone plays your video for two or more seconds.
Top Tip: Outstream ads are great for brand awareness campaigns.
Masthead ads are only available through your Google representative on a reservation basis. They are ideal for reaching a massive audience very quickly and driving awareness or a new product or service or even a flash sale. These are for those with large budgets.
Masthead ads are displayed across desktop, mobile devices and TV. On mobile and desktop, these types of ads are displayed across the top of the YouTube homepage. These ads autoplay without sound for 30 seconds, with the option for viewers to unmute. After they have played they default to thumbnail and text format. When someone clicks on the ad they are taken to your YouTube watch page for the video. When the ads are viewed on TV someone can interact with the ad using their remote.
These ads are charged on a fixed cost-per-day (CPD) or cost-per-thousand-impressions (CPM) basis as they are only available on a reservation basis. You can discuss costs with the Google advertising team, through your Google ad rep.
For more information about Video Ads formats visit the Google Support center here
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- How To Setup Gmail Ads
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