Understanding Different Types Of YouTube Video Ads

As social platforms continue to evolve, the landscape of ad options changes constantly. Some formats become obsolete, while others emerge as essential tools for marketing music, entertainment, and other creative industries. At DASH TWO, we have extensive experience navigating the key ad networks and social media platforms, including YouTube Video Ads, one of the most effective channels for engaging music and entertainment fans. To help you better understand this powerful advertising tool, we’re sharing an updated guide to YouTube Ad formats that we work with every day.

Last year, Google introduced 6-second
YouTube Bumper Ads, providing advertisers with an impactful, concise option for capturing attention. At that time, DASH TWO was able to bring you exclusive early insights directly from Google about this major new ad format. This year, as the digital advertising landscape shifts, Google may phase out some existing ad options while unveiling new ways to connect with audiences on YouTube. However, even the professionals we collaborate with at Google occasionally find themselves uncertain about upcoming changes. Media coverage can add to the confusion, often leaning on speculation and sensationalism to attract clicks and views.

At DASH TWO, we pride ourselves on helping our clients navigate these complexities with clarity and confidence. Leveraging our deep expertise, we aim to cut through the noise and provide actionable insights to make advertising campaigns more effective and efficient.

To support this mission, we’ve prepared a comprehensive guide to the current YouTube Video Ad formats. We’ll also highlight which options are best suited for specific campaign objectives, ensuring that your ad spend delivers maximum return on investment. By staying informed and adapting quickly, you can stay ahead in the competitive world of digital marketing.

1. TrueView (In-Stream or Discovery/In-Display)

TrueView video ads come in two formats: In-Stream ads and Discovery ads (also known as In-Display ads).

YouTube In-Stream Ads

In-Stream ads play before a posted YouTube video. These ads can either be skippable or non-skippable, giving advertisers flexibility based on their campaign goals. After 5 seconds, skippable ads feature a “Skip Ad” button, allowing viewers to choose whether to continue watching.

YouTube Discovery (In-Display) Ads

Discovery ads appear as sponsored suggested videos, often located in the top right sidebar above playlists or YouTube’s suggested videos. These ads invite users to click and explore additional content, making them ideal for engagement-driven campaigns.

Ad Length and Viewer Choice

Both In-Stream and Discovery ads allow for videos of any length. The viewer has the choice to continue watching or not, which is key to making these ad formats engaging and user-friendly.

How Views Are Defined

• In-Stream Ads: A view is registered if a viewer watches at least 30 seconds of the video or engages with it (e.g., clicks on a link or interacts with a CTA). If the video is shorter than 30 seconds, a view is counted when the video is watched in its entirety.
• Discovery Ads: A view is registered as soon as a viewer clicks to watch the video.

Best Use Cases for TrueView Ads

Though TrueView ads can link to external sites, DASH TWO has found they perform best for branding and driving video views. For instance, music videos are an excellent fit for this format because the goal is often to increase exposure and engagement, not direct clicks.

Optimization and Cost Considerations

The TrueView platform is optimized to maximize video views rather than clicks. As a result, campaigns that prioritize clicks may find them more expensive on a per-click basis compared to other ad formats. For branding efforts, however, TrueView ads offer unmatched visibility and audience engagement.

2. Outstream Ads and Accompanying Content

YouTube Outstream Ads and Accompanying Content Ads offer a powerful way to expand your reach, especially on mobile devices. These ads are designed to run across various placements on Google Video Partners (GVP), reaching audiences in diverse contexts outside the YouTube platform.

Outstream ads come in versatile formats such as banners, interstitials, in-feed, and native ads. They can also be displayed in portrait or fullscreen orientations, ensuring your content looks great across different screens and environments. This flexibility makes Outstream ads a valuable addition to your advertising arsenal.

Unlike TrueView and Bumper Ads, Outstream Ads use a unique pricing model based on
viewable cost-per-thousand-impressions (vCPM). You’re only charged if a user watches at least two seconds of your video, ensuring you pay for meaningful engagement. This makes them a cost-effective choice for campaigns focused on broadening visibility.

While TrueView Ads are ideal for branding and driving video views, Outstream Ads shine in awareness campaigns, whether you’re promoting album releases, ticket sales, or new apparel drops. They’re particularly effective at creating brand recall and reaching new audiences unfamiliar with your work.

The ad platform is optimized to generate views, while DASH TWO meticulously tracks ROI to ensure that the campaign delivers measurable results. From awareness to action, we focus on converting views into tangible outcomes, constantly refining strategies to maximize success.

3. Bumpers

Bumper video ads are short, impactful ads lasting 6 seconds or less. These non-skippable ads can play before, during, or after another video, offering more placement flexibility compared to TrueView ads, which are limited to appearing before the main content.

Why Bumper Ads Are Effective

Bumper ads combine the concise messaging of other ad formats with the reach and impact needed for effective branding campaigns. Designed to deliver memorable, bite-sized messages, they excel at reinforcing brand identity in just a few seconds. Their brevity ensures higher engagement, as viewers are more likely to absorb the message before moving on to the next content.

Cost and Bidding Model

Similar to Outstream ads, Bumper Ads operate on a target CPM (cost-per-thousand-impressions) bidding model. This means advertisers are charged based on the number of impressions rather than views, making them an excellent choice for campaigns focused on maximizing reach and visibility. According to a Google study, Bumper Ads deliver a “significant lift in ad recall,” underscoring their effectiveness in building brand awareness.

Call-to-Action and Campaign Objectives

While Bumper Ads can include a clickable call-to-action (CTA), they are primarily optimized for impressions rather than direct interactions. This makes them an excellent strategic tool for campaigns where visibility, recall, and memorability are the main goals. Whether launching a new product or creating anticipation for an event, Bumper Ads shine when quick, impactful messaging is required.

Opportunities for Music and Entertainment Brands

At DASH TWO, we’ve observed that Bumper Ads are often underutilized by music and entertainment brands, despite their potential to drive results. These short ads are perfect for teaser campaigns that build excitement before a larger rollout, such as a new album, movie, or event. For brands looking to maximize creativity in a short time frame, Bumper Ads offer a unique opportunity to connect with audiences quickly and effectively.

Best Practices for Effective Bumper Ads

• Focus on a Single Message: With just 6 seconds, clarity is key. Ensure your ad delivers one strong, memorable message.
• Use Bold Visuals: Eye-catching visuals and branding elements can make your ad more impactful and help with recall.
• Leverage Audio: Pair your visuals with a strong, memorable audio cue or tagline to reinforce your message.
• Create Teasers: Use Bumper Ads as a precursor to longer-form content, generating buzz and curiosity for upcoming campaigns.

Why Choose Bumper Ads?

For brands looking to make a big impact in a small amount of time, Bumper Ads are an ideal solution. Their brevity, coupled with the ability to target specific audiences, makes them an effective tool for raising brand awareness and driving recall. At DASH TWO, we’re experts at crafting Bumper Ad campaigns that deliver powerful results, helping your brand stand out in the crowded digital landscape.

Contact DASH TWO

Are you ready to elevate your marketing with YouTube Advertising? At DASH TWO, we specialize in creating streamlined, effective ad campaigns that maximize your reach and ROI. Whether you’re looking to build brand awareness, promote new music, or drive ticket sales, we have the expertise to guide you through every step of the process.

Contact us today to explore the best advertising options for your unique goals. Let us help you craft a campaign that resonates with your audience and delivers real results.