If you’ve ever watched a YouTube video and seen an ad play before, during, or after the content – you’ve already experienced a Google Video Ad in action. These ads are a powerful way for businesses to connect with audiences through storytelling, visuals, and motion, all while leveraging Google’s massive reach across YouTube, partner websites, and mobile apps in the Google Display Network.
Let’s take a closer look at what Google Video Ads are, where they appear, and how different ad formats can help you reach your marketing goals.
What Is a Google Video Ad?
A Google Video Ad is a piece of video content promoted through Google Ads that appears on YouTube, partner sites, and apps across the Google Display Network.
These ads are ideal for businesses that want to showcase products or services through engaging video content. Whether you’re targeting users browsing a related blog, watching similar content on YouTube, or scrolling through apps, video campaigns make it possible to reach customers in the right place at the right time.
Just like with any Google Ads campaign, you can monitor performance, measure engagement, and adjust your targeting to optimize results.
Google Video Ad Formats
Google offers several Video Ad formats, each designed for different campaign goals, from increasing brand awareness to driving clicks and conversions.
Below is a breakdown of each format and how it works.
- Skippable In-Stream Ads
These are the most common type of YouTube ads. They appear before, during, or after a video on YouTube and across the Display Network.
- Viewers can skip the ad after 5 seconds.
- You can choose between CPV (cost-per-view) or CPM (cost-per-thousand impressions) bidding.
- You pay when a viewer watches 30 seconds (or the full ad if shorter) or interacts with it.
- Best for campaigns focused on Leads, Website Traffic, Brand Awareness and Reach, or Product and Brand Consideration.
- Non-Skippable In-Stream Ads
These short, 15-second (or shorter) ads require the viewer to watch the entire ad before the main video plays.
- They can appear before, during, or after YouTube videos and across Google’s partner sites.
- You pay based on target CPM (every 1,000 impressions).
- Designed for Brand Awareness and Reach campaigns.
This format is ideal when you want to make sure your message is fully seen, no skipping allowed.
- Video Discovery Ads
Previously called “in-display ads,” Video Discovery Ads appear in places where users are actively searching for or exploring content, such as:
- Next to related videos on YouTube
- In YouTube search results
- On the YouTube mobile homepage
Each ad includes a thumbnail image and text, encouraging viewers to click and watch.
- You only pay when someone clicks the thumbnail.
- Best for campaigns focused on Leads, Website Traffic, Product and Brand Consideration, or Brand Awareness and Reach.
- Bumper Ads
Short and impactful, Bumper Ads are 6 seconds or less and cannot be skipped.
- They appear before, during, or after other YouTube videos or on partner sites.
- Use CPM bidding, meaning you pay per 1,000 impressions.
- Perfect for campaigns built around Brand Awareness and Reach.
These quick, memorable ads are great for reinforcing brand messages or promoting limited-time offers.
- Outstream Ads
Outstream Ads are mobile-only video ads that play on Google partner websites and apps, not directly on YouTube.
- You pay based on viewable CPM, and are only charged when someone views 2 seconds or more of your ad.
- Best for Brand Awareness and Reach campaigns.
Outstream ads are perfect for expanding your reach beyond YouTube and capturing attention while users browse on their phones.
Why Use Google Video Ads?
Google Video Ads allow you to blend visual storytelling with precise targeting, helping you reach the right viewers with the right message. Whether your goal is to build awareness, increase engagement, or drive traffic, there’s a video format designed to fit your strategy.
By leveraging the reach of YouTube and the Google Display Network, you can:
- Boost brand visibility
- Engage audiences with immersive video experiences
- Track performance and optimize in real time
Google Video Ads aren’t just about showing a video, they’re about showing the right video to the right person at the right moment.