What Are The Different Types of YouTube Video Ads? Which Are Skippable? What is TrueView?

What Are The Different Types of YouTube Video Ads? Which Are Skippable? What is TrueView?

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

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

These ads play before, during, or after a video. Viewers have the option to skip the ad after it has played for 5 seconds. The cost is highly variable 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. The 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 built on the principle that you only pay when someone chooses to watch your video ad, rather than just when an impression is served. This model applies to skippable ads, where a view is counted only after a user watches a certain duration or interacts with the ad. It's designed to ensure you're paying for engaged viewers, not passive impressions. Running a TrueView based on CPV 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

Ad Format Relative Cost Max Length Skippable? Common Pricing Model
Skippable In-Stream $ - $$$ No max (but >10s recommended) Yes, after 5s CPM (SoCast Standard) / CPV
Bumper Ad $$ 6 seconds No CPM
15s Non-Skippable $$$ 15 seconds No CPM
30s Non-Skippable $$$$ 30 seconds No CPM

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