I will share a very quick overview of different Video formats along with some other details about the formats available.
1. Bumper Ads
Duration- 6-second. Bumper Ads are both a complement to TrueView in-stream and Google Preferred, while also making an impact as a standalone video solution.
Skip type- non-skippable
Where will it run?- in-stream ads
Media buying format- bought on target CPM , generally they offer the lowest CPM and runs majorly on Mobile
Useful for- broad reach, low CPMs, and video completion.
2. Trueview Ads- Skippable
4 formats are available for Trueview Instream
- TrueView in-stream is great at driving consideration and user action.
- TrueView for reach offers highly efficient reach to drive awareness at the lowest CPMs.
- TrueView discovery can help capitalize on key moments of discovery.
- TrueView for action allows advertisers to convert attention and intent of YouTube users into action.
Duration-Preferred up to 15 to 30 second. No issues even if you are using higher length videos, you will be charged if the user watches the full video or first 30 seconds , whichever is earlier OR If a user takes action from the video — such as clicking to visit your site or downloading your mobile app
Skip type- Skippable. A video ad plays before, during, or after other videos, and after five seconds the viewer has an option to skip the ad.
Where will it run?- in-stream ads -Pre roll, mid roll and post roll
Media buying format- bought on target CPM (Also on CPV when True View Instream is used)
Useful for- additional reach, frequency, and brand awareness.+ consideration and interest
3. Trueview Ads- Non-Skippable
Duration-up to 15-second
Skip type- Non Skippable
Where will it run?- in-stream ads -Pre roll, mid roll and post roll
Media buying format- bought on target CPM
Useful for- additional reach, frequency, and brand awareness.+ consideration and interest
TRUEVIEW ADS usage at Top level
4. Outstream Video Ads
Duration- not specific
Skip type- Its on mute , auto plays in the background and when user clicks on it , the audio is enabled
Where will it run?- run outside of a video stream, such as within a news article or before a mobile game. It extend the reach of your video campaigns beyond YouTube.
Media buying format- bought on target CPM
Useful for- additional reach, frequency, and brand awareness.+ consideration and interest
5. Video Masthead Ads
Duration- not specific
Other important considerations- Its a customized package, so you can modify the video length, select companion banners and be more creative. Masthead provides massive reach in a short period of time, typically around a tentpole event or product launch.
Where will it run?- enables you to showcase your brand on a beautiful video canvas at scale, across all devices, at the top slot of the home feed.
Media buying format- bought usually on target CPD or Cost per Day buying but also available on CPM
Useful for- additional reach, frequency, and brand awareness.+ consideration and interest
When to use which format, bidding approach and Inventory (in the Conversion Funnel- Awareness, Consideration and Conversion)?
Below is a summary
AWARENESS
CONSIDERATION
CONVERSION / ACTION
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