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.
Types of YouTube Video Ads
1. TrueView (In-Stream or Discovery/In-Display)
TrueView video ads come in two forms, In-Stream ads and Discovery ads also called In-Display.
YouTube In-Stream ads play before the posted YouTube video. These ads can be skippable or non-skippable. In-Display video ads appear as a sponsored suggested video in the top right sidebar above playlists or YouTube suggested videos.
Both In-Stream and In-Display video ads can be any length since the viewer can decide if he or she wishes to keep watching. In addition, In-Stream ads are skippable with “Skip Ad” buttons appearing after 5 seconds.
Both options are pay per view though views are defined differently for each ad type.
For In-Stream ads views are defined as a viewer watching at least 30 seconds or engaging with the video. When videos are shorter than 30 seconds a view occurs if a viewer watches the whole video.
For In-Display ads, a view is registered as soon as a viewer clicks to watch the video.
Though your TrueView video can link to external sites, DASH TWO finds that they work best for branding and video views. For example, music videos are an excellent fit for this format.
In addition, the ad platform itself automatically optimizes TrueView video ads for views, not for clicks. So campaigns using TrueView that are focused on clicks tend to be more expensive per click than other ad types.
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 only appear before the main content.
Combining elements of the other ad formats, Bumper Ads are particularly effective for branding campaigns, much like TrueView ads. They are designed to deliver concise, memorable messages, making them ideal for establishing or reinforcing brand identity in a short amount of time.
Similar to Outstream Ads, Bumper Ads use target CPM (cost-per-thousand-impressions) bidding, meaning you’re charged based on impressions rather than views. This approach ensures your ad spend is focused on maximizing reach. Additionally, according to a
Google study, Bumper Ads can create a “significant lift in ad recall,” highlighting their effectiveness in building brand awareness.
Like TrueView ads, Bumper Ads can include a clickable call-to-action option, but they are optimized primarily for impressions rather than direct interactions. This makes them a strategic tool for campaigns where visibility and memorability are the primary objectives.
At DASH TWO, we’ve observed that Bumper Ads are often underutilized by music and entertainment brands. This represents a missed opportunity for quick, creative branding efforts or teaser campaigns designed to generate buzz before a larger rollout. When executed effectively, Bumper Ads can pack a powerful punch in a short time frame.
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.
Thanks for this article. It’s definitely amazing article. I got it about the video ads. It will help me to build my video ads. Thanks it’s too good article.
If In-Display ads are pay-per-view and view is defined as a click, why isn’t this pay-per-click?
Thanks for the article. It is very informative.
How do I move a thread to a different topic?
hi all 🙂
Thanks for sharing this informative article on YouTube video ad formats! It’s always essential to stay updated with the latest marketing news to make informed decisions about advertising strategies. Keep up the good work in providing valuable insights in the ever-evolving world of digital advertising!