The best video advertising strategies contain a healthy mix of video ad types, at the core, in-stream ads provide a tremendous impact, appearing directly in the visitor’s viewing window, replacing the chosen video content for a specified period. Let’s explore the different kinds of YouTube Ads we can run on a video’s page and some ideas for how to optimize!
Option A: In-Stream Non-Skippable Ads
Non-skippable video ads appear before the selected video and must be watched in its entirety before the video can be viewed. The key here is to get to the point quickly and condense your message to 15-20 seconds.
Video Specs
File format: AVI, ASF, Quicktime, Windows Media, MP4 or MPEG
Preferred video codec: H.264, MPEG-2 or MPEG-4
Preferred audio codec: MP3 or AAC
Resolution: 640 pixels by 360 pixels or 480 pixels by 360 pixels recommended
Frame rate: 30 FPS
Aspect ratio: native aspect ratio without letter-boxing (examples: 4:3, 16:9)
Maximum file size: 1GB
Length: 15 or 20 seconds for non-skippable; 20 seconds for long non-skippable
Optimization
Quick commercial for products, services, promoting in-person events &/or other calls for participation
Option B: In-stream Skippable Ads
Skippable video ads allow viewers to skip ads after 5 seconds and move on to their viewing selection. If the user finds your content useful, they can watch the video on the ad or click a CTA which takes them to the full video, you still want to get your main point across quickly. However, unlike non-skippable ads, you can expand on that point for up to 3 minutes.
Video Specs
File format: AVI, ASF, Quicktime, Windows Media, MP4 or MPEG
Preferred video codec: H.264, MPEG-2 or MPEG-4
Preferred audio codec: MP3 or AAC
Resolution: 640 pixels by 360 pixels or 480 pixels by 360 pixels recommended
Frame rate: 30 FPS
Aspect ratio: native aspect ratio without letter-boxing (examples: 4:3, 16:9)
Maximum file size: 1GB
Length: 12 seconds to 3 minutes
Optimization
Long-form dive into comprehensive services, promotion of products, upcoming events or community service initiatives.
Option C: Bumper ads
A bumper ad is a non-skippable video ad format, appears before the video the user has chosen to view. Sold on a CPM basis, Bumper ads perform well on mobile devices.
Video Specs
File format: AVI, ASF, Quicktime, Windows Media, MP4 or MPEG
Preferred video codec: H.264, MPEG-2 or MPEG-4
Preferred audio codec: MP3 or AAC
Resolution: 640 pixels by 360 pixels or 480 pixels by 360 pixels recommended
Frame rate: 30 FPS
Aspect ratio: native aspect ratio without letter-boxing (examples: 4:3, 16:9)
Maximum file size: 1GB
Length: 6 seconds
Optimization
Quick commercial for events, products, services, etc.
Option D: Display Ads
An opportunity to promote services, events or other community offerings alongside of YouTube Ads, these show on the right side of YouTube, typically next to the video content.
Ad Specs
Dimensions: 300 pixels by 250 pixels | 300 pixels by 60 pixels (YouTube Reserve companions) | 300 pixels by 600 pixels (Zagat only)
Formats: GIF, JPG, PNG
Maximum file size: 150KB
Maximum animation time: 30 seconds (all animations, including loops, must stop at 30 seconds)
Border: creatives with partially black or white backgrounds must have a visible border of a contrasting color
Optimization
Quick commercial for events, services, etc.
