Google Video Campaign Inventory Options

December 21, 2018

Google Ads video campaigns offer a variety of ad formats to suit any advertising need. With the ever-changing options for video ads and the many ad types to choose from, choosing the right video ad option for your Google campaign can be confusing and complicated. In this article, I’ll go into the differences between the various types of Google Video ad inventory for you to be ready to create your Google Video campaigns!

TrueView In-Stream Ads

TrueView In-Stream ads are shown on Youtube and in the Google Display network. This type of video ad plays at the beginning, middle or end of a Youtube video on the Youtube website or embedded on another website. The viewer may skip this video after the first 5 seconds of the video has played. The advertiser is charged for every view of this video. Google defines a a view as a  video play for at least 30 seconds or if the viewer interacts with the ad, whichever comes first.

Below is an example of what an in-stream ad, which can appear at the beginning, middle or end of a Yotube video:
Instream example

True-View In-Stream ads are great for generating leads and site traffic, for building brand awareness, for reaching a wide audience and for generating consideration for an advertiser’s product and brand.

TrueView Discovery Ads

TrueView Discovery Ads are featured as a thumbnail on the Youtube search results page, on a Youtube video page or on the Youtube homepage. The viewer will see the video ad only if they click on the thumbnail to lead them to the advertiser’s video page. The advertiser is charged for every click that leads to a view of their video ad.

Below is an example of a discovery ad on the Youtube homepage:

Discovery Ad Example

Below is are examples of discovery ads on the Youtube search results page:

Discovery on Search Results

Below is a discovery ad on the Youtube video watch page:

Discovery on Youtube Watch page

TrueView Discovery ads are great for generating consideration for the advertiser’s product and brand.

Outstream Ads

Outstream ads are only shown on Youtube partner sites and apps and are only shown on mobile and tablet devices. They automatically start playing once the ad loads with the sound muted. Users must tap on the app to unmute the video ad. The advertiser is charged CPM (cost per thousand impressions) and an impression is counted when the video ad plays for at least 2 seconds and at least 50% of the ad screen is shown.

Outstream ads are great for building brand awareness and reaching a wide audience.

Bumper Ads

Bumper ads are short video ads lasting 6 seconds or less and are featured on Youtube and on partner video websites and apps. The viewer cannot skip the ad and the advertiser is charged by CPM (cost per thousand impressions). These ads look similar to the In-stream ads but do not have the skip button.

Below is an example of a bumper ad on a partner video website. Note that the video lasts about 6 seconds and the viewer does not have the option to skip the ad:

Bumper ad example

Bumper ads are great for creating brand awareness and for user reach as they are made to be short enough to be memorable for the viewer.

Google Video Ads Offer Options to Suit Every Marketing Need

Advertisers can take advantage of these four main types of Google Video ads to suit a wide variety of marketing needs, whether the marketing goal is to build brand awareness, generate site traffic and leads or to build brand and product consideration. They also offer various cost options, whether that be a cost per thousand views or a pay per interaction pricing structure. Advertisers must have Youtube videos that they can use build a Google Video campaign. More information on video ad requirements and specifications can be found here.