YouTube offers several video ad formats, each with unique specifications for length, skippability, and pricing. Understanding these options helps you select the right ad type for your campaign goals and budget.

Skippable In-Stream Ads ($ - $$$)

These ads play before, during, or after a video. Viewers can skip the ad after it has played for 5 seconds. Cost varies based on targeting, competition, and ad quality.

• When is a view counted? A view is typically counted when a viewer watches 30 seconds of your video, watches the entire video if it’s shorter than 30 seconds, or interacts with your ad (e.g., clicks on a link).
• Pricing model: SoCast normally uses the Cost Per Mille (CPM) model. This format can also be purchased on a Cost Per View (CPV) basis, which is part of the TrueView model explained below.

Bumper Ads ($$)

These are short, non-skippable video ads that are ideal for delivering a quick, memorable message and increasing brand awareness.

• Relative cost: $$
• Length: 6 seconds
• Skippable? No
• Pricing model: CPM (Cost Per Mille)

Non-Skippable In-Stream Ads ($$$ - $$$$)

As the name suggests, viewers cannot skip these ads. They are designed to deliver a full message and are considered a premium format, commanding higher prices.

15-Second (or Shorter) Non-Skippable Ads

• Relative cost: $$$
• Available on: Desktop, mobile, and TV screens
• Pricing model: CPM (Cost Per Mille)

30-Second Non-Skippable Ads

• Relative cost: $$$$ (This is a premium format and generally costs more than the 15-second version.)
• Available on: TV screens only (via YouTube Select)
• Pricing model: CPM (Cost Per Mille)

What Is YouTube TrueView?

TrueView is YouTube’s advertising model based on paying only when someone chooses to watch your video ad, rather than just when an impression is served. This applies to skippable ads, where a view is counted only after a user watches a certain duration or interacts with the ad. It ensures you’re paying for engaged viewers, not passive impressions. Running a TrueView CPV-based campaign is possible but can result in higher or more variable costs. For this reason, a custom proposal must be requested from the Ad Operations team for any campaign using TrueView.

Summary Table