On 22nd January 2021, Google expanded access to advertisers running auction campaigns. It is good news for the advertisers as they now have access to the full range of creative options regardless of how much they buy, whether they buy in advance via reservation or in the Google Ads auction. Google has brought non-skippable 15-second ads to Google Ads and Display & Video 360, across YouTube and Google video partners.
The question is whether non-skippable ads disappoint the users and spoil the user experience. As Google continues to protect their ad system to cap the number of ads a user sees, to ensure users have a great experience while watching YouTube.
From 6-second bumper ads to 30-second skippable ads, with revolutionary digital videos, smart advertisers can target users in different stages of the customer journey by taking advantage of a wide variety of creative lengths. Creating a video sales funnel on YouTube will be much easier and more likely to achieve the marketing goals. Advertisers can even run much longer creative with a skip ad button.
Each of these formats has a distinct role to play in a brand’s media campaign.
“15-second non-skippable ads have been a key part of YouTube’s format mix since the platform’s earliest days, but the format was only available to advertisers via YouTube reservation, the way advertisers tapped into offerings like Google Preferred. ” (Source: Google)