What is a Google Video Ad?

A Google Video Ad is video ad content hosted on YouTube that can appear on YouTube, partner sites, and on apps on the Google Display Network. Video Ads offer a range of ad formats, including skippable in-stream ads, non-skippable in-stream ads, video discovery ads, Outstream ads and bumper ads.

Google Video Ads are an option for any business that wants to advertise products or services on video sites. A Video Campaign can reach potential customers visiting a related website or blog, or viewing related content on YouTube. Like any other ad type, you can view Video Ad performance and adjust targeting in Google Ads.

Google Video Ad Formats

The various Video Ad formats available allow you to better target your intended audience and depend on your campaign goals.

  • Skippable in-stream ads are shown before other videos on YouTube and across the Display Network. After 5 seconds, the viewer has an option to skip the ad. With CPV bidding you pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or interacts with your video, whichever comes first. With CPM bidding you pay based on impressions. Bumper ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times. In-stream Video Ads are available when your goals are: Leads, Website Traffic, Brand Awareness and Reach, Product and Brand Consideration, or Campaign Created Without a Goal.
  • Non-skippable in-stream ads are 15 seconds or shorter and play before, during or after another video. Viewers do not have the option to skip the ad, which can appear on YouTube videos, on videos on partner sites, and apps on the Google Display Network. Non-skippable ads use target CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times. This type of ad can be used only with Brand Awareness and Reach.
  • Discovery ads can show next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage. This ad type consists of an image and text, inviting people to click to watch the video. You’ll be charged only when viewers click the thumbnail. To use Discovery Ads, your campaign goals include Leads, Website Traffic, Brand Awareness and Reach, Product and Brand Consideration, or Campaign Created Without a Goal.product and brand consideration, or campaign created without a goal.
  • Bumper ads are 6 seconds or shorter and play before, during, or after another video. Viewers do not have the option to skip the ad, which appear on YouTube videos, on videos on partner sites, and apps on the Google Display Network. Bumper ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times. Bumper Video Ads are used with brand awareness and reach, or campaigns created without a goal.
  • Outstream ads are mobile-only video ads that play on partner websites. You’re charged for outstream ads based on viewable cost-per-thousand-impressions and you’re only charged when someone sees your video play for two seconds or more. Campaign goals that use Outstream Ads include brand awareness and reach and campaign created without a goal.

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