Published by the Zolyp team ·
What are the YouTube ad formats?
Google Ads lists these formats. Most can also show on Google video partner sites and apps:
| Format | Where it shows | Can viewers skip? | Length |
|---|---|---|---|
| Skippable in-stream | Before, during or after other videos | After 5 seconds | No maximum; under 3 minutes recommended |
| Non-skippable in-stream | Before, during or after other videos | No | 60 seconds or shorter (see note below) |
| In-feed video | Search results, Watch Next, the mobile Home feed and, in the app, the Subscriptions feed | Viewers choose to click | No maximum |
| Bumper | Before, during or after other videos | No | 6 seconds or shorter |
| Masthead | Top of the YouTube Home feed | Autoplays without sound | No maximum; over 10 seconds recommended |
| Shorts ads | Between Shorts in the Shorts feed | Straight away, by swiping | Under 60 seconds recommended |
Sources: Google Ads Help: About video ad formats, checked 15 October 2026; Google Ads Help: About Video campaigns, checked 15 October 2026
How are you charged for each format?
It depends on the format and your bid strategy:
| Format | How you pay |
|---|---|
| Skippable in-stream | With CPV bidding, when someone watches 30 seconds (or the whole ad if shorter) or interacts. With Target CPM, Target CPA or Maximize conversions, per impression |
| Non-skippable in-stream | Target CPM, per impression |
| In-feed video | When someone clicks to watch; in video view campaigns, also when it autoplays and is watched for at least 10 seconds |
| Bumper | Target CPM, per impression |
| Masthead | CPM or cost per hour, booked through a Google sales representative |
| Shorts ads | With CPV, after 10 seconds watched, a full view, a click or an engagement; with Target CPM, per impression |
Source: Google Ads Help: About video ad formats, checked 15 October 2026
Which format suits which goal?
You don't usually pick a format directly. You pick an objective (Sales, Leads, Website traffic, or YouTube reach, views and engagements) and a campaign subtype, and the subtype decides which formats can run. Google Ads lists subtypes such as Video views, Video reach, Drive conversions, Ad sequence and YouTube subscriptions and engagements.
- Skippable in-stream is the most flexible: it works with Sales, Leads and Website traffic as well as reach and views goals.
- Non-skippable in-stream and bumper ads are for reach. They run in video reach campaigns, Reservations and app install campaigns.
- In-feed ads suit people already browsing or searching on YouTube, and aren't available on Reservations.
- The Masthead is reservation only, through a Google sales representative.
Sources: Google Ads Help: About video ad formats, checked 15 October 2026; Google Ads Help: Create a Video campaign, checked 15 October 2026
How do you create a YouTube video campaign?
In Google Ads:
- In Campaigns, select the plus icon, then New campaign.
- Choose an objective, then Auction or Reservation, then a campaign type and subtype. With no objective in mind, create a campaign without guidance and choose Video.
- Choose a bid strategy (such as target CPV, CPM, target CPA or maximize conversions) and a daily or campaign total budget.
- Choose where ads run (YouTube, Google video partners, or Google TV in the US), plus language, location and content exclusions.
- Set up an ad group with your audience, and add keywords, topics or placements sparingly, since too many can limit reach.
- Create the ad: pick your YouTube video, add a final URL, call to action, headline and business name and logo, then select Create campaign.
- You can create up to 50 ads per campaign.
- A companion banner only shows on computers.
- For a simpler start, YouTube Studio's Promote tool builds a campaign from one of your videos.
Source: Google Ads Help: Create a Video campaign, checked 15 October 2026
Why can't I choose a certain YouTube ad format?
One mismatch isn't your mistake: Google's own pages differ. About video ad formats says non-skippable in-stream ads are 60 seconds or shorter, while About Video campaigns says up to 15 seconds. They also describe Shorts ads as under 60 seconds recommended and up to 60 seconds. For everything else, match the problem to the cause:
| What you see | Likely cause | What to do |
|---|---|---|
| The format isn't offered | Your objective or subtype doesn't support it | Pick a subtype that includes that format |
| Your video can't be selected | Video ads must be hosted on YouTube | Upload the ad to your channel first |
| No Masthead option | It's sold by reservation only | Contact a Google sales representative |
| Ad not showing in the Subscriptions feed | That placement is only in the YouTube app on mobile and tablet | Check results by device |
| Different lengths for non-skippable ads | Google's pages disagree | Keep it to 15 seconds to meet both |
Sources: Google Ads Help: About video ad formats, checked 15 October 2026; Google Ads Help: About Video campaigns, checked 15 October 2026
Where Zolyp fits
Paid formats work best on top of a channel that already posts regularly. Zolyp, which publishes this guide, publishes to YouTube as one of 9 platforms (Instagram, Facebook, LinkedIn, Google Business, X, TikTok, YouTube, Pinterest, and Threads). It creates video uploads and Shorts with titles and descriptions written for search, can set a custom thumbnail on a standard video, and schedules them with the posts on your other networks. You approve the week before anything goes live.
Common questions
How long can a YouTube bumper ad be?
6 seconds or shorter, and viewers can't skip it.
When can viewers skip a YouTube ad?
Skippable in-stream ads can be skipped after 5 seconds. Shorts ads can be swiped away straight away.
When do I pay for a skippable YouTube ad?
With CPV bidding, when someone watches 30 seconds (or the full ad if it's shorter) or interacts with it, whichever comes first.
Does my ad video need to be on YouTube?
Yes. Google Ads says video ad content must be hosted on YouTube.
Can a small business book the YouTube Masthead?
Only on a reservation basis through a Google sales representative, who gives the rate estimate.