YouTube Ad Formats

Ad Format Comparison:
├── Skippable In-Stream
│   ├── Length: Any (recommended 15-60s)
│   ├── Skip: After 5 seconds
│   └── Billing: CPV after 30s or interaction
│
├── Non-Skippable
│   ├── Length: 15-20 seconds max
│   ├── Skip: Not available
│   └── Billing: CPM (impressions)
│
├── Bumper Ads
│   ├── Length: 6 seconds max
│   ├── Skip: Not available
│   └── Billing: CPM
│
├── Shorts Ads
│   ├── Length: Up to 60 seconds
│   ├── Format: Vertical (9:16)
│   └── Billing: CPM or CPV
│
└── In-Feed Video Ads
    ├── Placement: Search/browse
    ├── Format: Thumbnail + text
    └── Billing: CPV (on click)

Technical Requirements:
├── Resolution: 1080p recommended (720p min)
├── Aspect ratio: 16:9 horizontal
├── Length: No maximum (30-60s optimal)
├── Skip button: Appears at 5 seconds
└── File: MP4, MOV, or YouTube native

Creative Elements:
├── Primary video content
├── Companion banner (300x60 desktop)
├── CTA overlay button
├── Site links (optional)
└── Lead form (optional)

First 5 Seconds (Critical):
├── Hook attention immediately
├── Show brand within first 2 seconds
├── Create curiosity to keep watching
└── Avoid slow intros or logos only

Post-Skip Content:
├── Deliver value for viewers who stay
├── Include call-to-action
├── Brand reinforcement
└── Social proof or testimonials

Creative Tips:
├── Front-load key message
├── Use captions (85% watch muted)
├── Multiple pacing variations
└── Test celebrity/influencer intros

Cost Structure:
├── CPV: Pay when viewer watches 30s+
│   └── Or full video if \<30s
├── Average CPV: $0.05-$0.15
└── Average VTR: 20-35%

Key Metrics:
├── View Rate: % who watched 30s+
├── CTR: Click-through rate
├── View-through conversions
└── Brand lift (if enabled)

Technical Requirements:
├── Length: 15 seconds (standard)
│   └── 20 seconds (some regions)
├── Resolution: 1080p
├── Aspect ratio: 16:9
└── No skip button available

Placement:
├── Pre-roll (before video)
├── Mid-roll (during video 8+ min)
└── Post-roll (after video)

Creative Strategy:
├── Every second counts
├── Single clear message
├── Strong visual storytelling
├── Emotional hook early
└── Clear call-to-action at end

Ideal Use Cases:
├── Brand awareness campaigns
├── Product launches
├── Event promotion
├── Retargeting high-intent users
└── Completing story sequences

Average Metrics:
├── CPM: $10-$20
├── View completion: 95%+
├── Attention: Higher than skippable
└── Brand recall: +20% vs skippable

Technical Requirements:
├── Length: 6 seconds max
├── Skip: Not available
├── Resolution: 1080p
└── Aspect ratio: 16:9

Best For:
├── Reach extension
├── Frequency building
├── Message reinforcement
├── Retargeting
└── Multi-ad sequences

6-Second Frameworks:
├── Problem → Solution
│   └── "Tired of X? Try Y."
├── Single Feature Focus
│   └── One benefit, memorably
├── Teaser/Cliffhanger
│   └── Drive to longer content
└── Brand Moment
    └── Emotional connection

Production Tips:
├── Start with impact
├── Single message only
├── Visual over verbal
├── End with logo + CTA
└── Use sound strategically

Benchmarks:
├── CPM: $2-$5 (most efficient)
├── Reach per dollar: Highest
├── Completion rate: 99%+
└── Brand lift: Comparable to 15s

Technical Requirements:
├── Aspect ratio: 9:16 (vertical)
├── Length: Up to 60 seconds
├── Resolution: 1080x1920
└── Sound: Required (99% play with sound)

Placement:
├── Between Shorts in feed
├── Full-screen experience
└── Swipeable like organic Shorts

Creative Requirements:
├── Native vertical format
├── Mobile-first design
├── Fast-paced editing
└── Captions recommended

Shorts-Native Content:
├── Hook in first 1-2 seconds
├── Match platform energy
├── Use trending audio/formats
├── Show don't tell
└── Clear CTA with visual

What Works:
├── Product demonstrations
├── Quick tips/tutorials
├── Before/after reveals
├── User testimonials
└── Behind-the-scenes

Average Metrics:
├── CPM: $5-$15
├── Engagement rate: Higher than in-stream
├── Swipe-away rate: First 2 seconds critical
└── Conversion: Strong for younger demos

Ad Components:
├── Thumbnail image
├── Headline (100 characters)
├── Description (2 lines)
└── Channel name display

Placements:
├── YouTube search results
├── YouTube Home feed
├── Watch Next suggestions
└── Google video partners

Thumbnail Optimization:
├── High contrast
├── Faces perform well
├── Text overlay (limited)
├── Curiosity gap
└── Consistent branding

Headlines:
├── Include keywords
├── Create intrigue
├── Match search intent
└── Avoid clickbait

For Maximum Reach:
└── Bumper Ads + Skippable combo

For Brand Awareness:
└── Non-Skippable 15s

For Consideration:
└── Skippable In-Stream (30-60s)

For Conversions:
└── Skippable with Lead Forms

For Young Audiences:
└── Shorts Ads

For Search Intent:
└── In-Feed Video Ads