Understanding Different Types Of YouTube Video Ads

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

TrueView video ads remain one of YouTube’s most effective and flexible ad formats. These come in two core types: In-Stream ads and Discovery ads (formerly known as In-Display ads).

YouTube In-Stream Ads

In-Stream ads appear before, during, or after another video on YouTube. They can be either skippable (after 5 seconds) or non-skippable, depending on your campaign objectives and target audience. These ads offer high visibility and are great for storytelling or showcasing longer-form content.

YouTube Discovery (In-Display) Ads

Discovery ads show up as thumbnail previews in places like YouTube search results, the homepage feed, or “Up Next” suggestions. These are ideal for capturing curiosity and encouraging users to voluntarily click and watch your video—perfect for engagement-heavy campaigns.

Ad Length and Viewer Choice

There’s no hard time limit with TrueView ads. Advertisers can use short or long video content, but keep in mind that audience retention typically drops off after the first 30 seconds unless the content is especially compelling.

How Views Are Counted

• In-Stream Ads: A view is counted when someone watches 30 seconds of your video, interacts with it, or watches the entire video if it’s under 30 seconds.
• Discovery Ads: A view is registered when a user clicks the thumbnail and starts watching your content.

Best Use Cases for TrueView Ads

DASH TWO recommends TrueView ads for brand awareness, music video promotion, and audience growth campaigns. These formats shine when the goal is to get fans to engage with your content, not necessarily to click through to a website.

Optimization Tips and Cost Considerations

The TrueView algorithm is designed to prioritize view completions and audience engagement. While click-through rates (CTR) may be lower than with performance-driven formats, the cost per view (CPV) is usually lower—especially for video campaigns focused on reach or impressions.

Bonus Tip:

Pair your TrueView campaign with custom thumbnails and metadata that mirror your target audience’s interests—this can significantly improve Discovery ad click rates and reduce your CPV.

2. Outstream Ads and Accompanying Content

YouTube Outstream Ads and Accompanying Content provide an impactful way to extend your brand’s presence—especially across mobile and tablet devices. These ads run outside the YouTube platform via Google Video Partners (GVP), placing your message in front of users while they browse apps and websites.

Outstream formats include in-feed units, native placements, interstitials, and mobile banners. They support various screen orientations (portrait, landscape, fullscreen), which ensures your content maintains visual impact regardless of device or context. This adaptability makes Outstream a versatile tool for reaching high-intent audiences.

Unlike other video ad types, Outstream campaigns operate on a viewable cost-per-thousand impressions (vCPM) model. You’re only charged when a user watches at least two continuous seconds of your video while 50% of the ad is visible on screen—providing a smarter spend for upper-funnel objectives.

Why Use Outstream Ads?

Outstream Ads are ideal for top-of-funnel awareness campaigns—think album drops, fashion launches, event promotions, or product announcements. They’re designed to boost visibility, increase brand familiarity, and drive recognition even among people unfamiliar with your brand.

Performance Tracking and Strategy

While YouTube optimizes delivery to increase viewability, DASH TWO ensures the campaign stays performance-focused by tracking reach, engagement, and ROI across placements. We monitor how awareness translates into outcomes—refining creative and delivery tactics in real time to elevate results.

Pro Tip:

For best results, use concise visuals and bold text overlays that communicate your message within the first few seconds—even with sound off.

3. Bumper Ads

Bumper ads are ultra-short, non-skippable video ads that run for six seconds or less. These bite-sized spots can appear before, during, or after a YouTube video—offering excellent placement flexibility and guaranteed exposure to the viewer.

Why Bumper Ads Work

Designed for speed and impact, Bumper Ads are ideal for brand recall and awareness campaigns. Their brevity ensures high completion rates, and when executed well, they deliver a punchy, memorable message that sticks with your audience. Whether launching a new album or teasing an event, Bumper Ads offer quick visibility in a cluttered media environment.

Pricing and Bid Strategy

Bumper Ads use a target CPM (cost per thousand impressions) model, meaning you pay based on how many people see your ad—not how long they watch. This makes them an efficient tool for mass-reach campaigns. A Google study found that Bumper Ads significantly increase ad recall—proof that a six-second message can still make a strong impression.

CTA Strategy and Campaign Goals

While Bumper Ads can include a clickable call-to-action (CTA), their primary strength lies in visibility and repetition, not direct conversions. They’re especially powerful when used as part of a broader funnel strategy—reinforcing brand presence before or after longer video formats.

Perfect for Music and Entertainment Marketing

At DASH TWO, we’ve seen Bumper Ads perform particularly well for music artists, labels, and streaming platforms. They’re excellent for releasing tour dates, teasing new singles, or building anticipation ahead of a full-length video or campaign launch. Their short format allows for rapid iteration and real-time creative updates.

Creative Tips for Bumper Success

• Stick to One Message: Six seconds means no time for clutter. Focus on a single takeaway.
• Prioritize Visual Impact: Use bold text, striking imagery, and brand logos early.
• Sound Still Matters: A short audio signature or music cue can amplify message retention.
• Use Bumpers as Bookends: Pair a bumper before or after a full-length TrueView ad to reinforce your message across formats.

Why Choose Bumper Ads?

If your goal is to create fast, repeatable brand impressions at scale, Bumper Ads are a top performer. Their cost-efficiency and guaranteed delivery make them an essential tool in modern video ad strategy. At DASH TWO, we craft smart, creative bumper campaigns designed to boost visibility and drive results across any vertical.

Contact DASH TWO

Ready to elevate your next campaign with YouTube video advertising? DASH TWO is your partner for high-impact, results-driven strategies that connect brands with engaged audiences.

Whether you’re promoting new music, launching a product, or boosting event awareness, our team knows how to navigate the evolving YouTube ad landscape. From targeting the right viewers to optimizing creative for every format—TrueView, Bumper, Outstream, and beyond—we’ve got you covered.

Contact us today to build a campaign that breaks through the noise and delivers real results.