Google announced Tuesday that it will make 15-second non-skippable video ads available to all advertisers, not just those buying through the YouTube reservation process and its premium Google Preferred network of top YouTube channels. The 15-second spot is Google’s most popular video ad format and is expected to be fully available across Google properties, including YouTube, in the coming weeks.
“Today we’re expanding access to advertisers running auction campaigns,” Ali Miller, product manager, video ads for Google, said in a blog post announcing the change.
Despite years of brand safety concerns, video ads aren’t going anywhere. In 2018, advertisers spent $27.82 billion, up 30 percent from the prior year, according to eMarketer, accounting for 25 percent of overall U.S. digital ad spending.
“Recognizing that advertisers should have access to the full range of creative options regardless of how they buy – whether in advance via reservation or in the Google Ads auction – we’re bringing non-skippable 15-second ads to Google Ads and Display and Video 360, across YouTube and Google video partners. Meanwhile, we continue to have protections in our ad system to cap the number of ads a user sees, to ensure users have a great experience while watching YouTube,” Miller said.
YouTube is well known for its skippable TrueView ad formats in which advertisers pay only when a viewer watches at least 30 seconds of an ad or to completion when ads are shorter than 30 seconds. These ads also have performance elements such as calls-to-action baked in. The more traditional non-skippable in-stream ads can be valuable for branding and reach and for advertisers who want to re-purpose existing creative designed for television and other non-skippable environments.
- YouTube will continue to cap the number of ads a user sees, according to Miller.
- Advertisers can check their Google Ads or Display and Video 360 accounts to see if the new feature has rolled out to them yet, or get more information at Google’s Help Center.
- Advertisers will need to create separate campaigns for non-skippable ads.