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Video ads are best understood by where they appear and what control viewers have. In-stream ads run in a video viewing experience; in-feed ads appear among content a viewer can browse; out-stream ads appear outside video content, such as within an article or app. Names and options differ by platform. Google Ads, for example, lists six formats: skippable in-stream, non-skippable in-stream, in-feed video, bumper, Masthead, and YouTube Shorts.
How video ad formats differ
A format describes more than a video’s shape or length. It also identifies the placement, how a viewer encounters the ad, and whether the viewer can skip or choose to play it.
- In-stream: Appears in a video viewing experience, commonly before, during, or after another video.
- In-feed: Appears in a discovery or feed surface, where a viewer can choose whether to open the video.
- Out-stream: Appears outside video content, for example within an article or app placement.
These are useful organizing terms, not a single universal menu. Google Ads uses advertiser-facing format names, while Google Ad Manager describes publisher inventory. Those lists overlap but are not interchangeable.
Google Ads video ad formats
Google Ads currently lists six formats. Their campaign eligibility and delivery can vary with campaign settings and available inventory.
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| Format | Where it appears | Viewer experience and distinctions |
|---|---|---|
| Skippable in-stream | Before, during, or after another video; Google’s documentation also describes delivery as a mobile app interstitial. | The viewer can skip after five seconds. Google says billing depends on the bidding strategy: CPV bidding charges for a qualifying view or interaction, while impression-based strategies charge on impressions. |
| Non-skippable in-stream | Before, during, or after another video. | The viewer cannot skip. Google’s current format page says the ad is 60 seconds or shorter, while a separate campaign overview says 15 seconds or less. Treat those as page- and campaign-context guidance, not one universal limit. |
| In-feed video | A video discovery or feed surface. | A thumbnail leads to the video when clicked, so the viewer chooses to engage. Google changed the former name “video discovery ads” to “in-feed video ads”; in-feed video is the current label. |
| Bumper | A short in-stream placement before, during, or after a video. | Non-skippable and intended for a brief message. Google’s current format page says five to six seconds; its campaign overview says six seconds or less. |
| Masthead | The YouTube Home feed across devices, according to Google’s campaign overview. | A prominent, reservation-oriented placement. Google’s comparison table lists reservation buying; this is a YouTube placement, not a general label for ads on other platforms. |
| YouTube Shorts | Vertical video placements in YouTube Shorts. | A vertical, mobile-oriented viewing context. Check current platform help for creative and campaign requirements before preparing assets. |
Google says the video creative must be hosted on YouTube. Depending on format and campaign settings, ads may run on YouTube or Google Video Partner sites and apps. Delivery on partner inventory can affect the experience; for example, some skippable formats may appear as interstitial or rewarded experiences.
Out-stream formats in publisher inventory
Google Ad Manager’s publisher-side material gives examples of out-stream inventory such as rewarded, native, in-article, in-feed, and interstitial video. These describe ways video can be presented in site or app inventory, rather than a second, mutually exclusive version of Google’s six advertiser-facing Ads formats.
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- In-article: Video is placed within article content rather than inside a video the viewer selected.
- Native: Video is presented in a placement designed to fit the surrounding content or interface.
- Rewarded: A viewer may receive an in-app reward for watching, depending on the app experience.
- Interstitial: Video is delivered as a prominent, often full-screen app placement.
- In-feed: Video appears among feed content; this label can describe a placement in publisher inventory as well as Google’s advertiser-facing in-feed video format.
Labels can describe different layers of the same experience: a user may see a full-screen or rewarded placement while the underlying inventory is classified differently. Google’s Ads API also has reporting categories such as audio and pause ads, and cautions that categories may change; API reporting labels should not be read as a stable, universal consumer-facing list of video formats.
How to choose a format for a campaign
Start with the audience experience you want, then check the options available for the platform and campaign type. Google lists different campaign eligibility for objectives such as reach, views, engagement, and app installs, so a format’s presence on a platform does not mean it is eligible for every objective.
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- Choose the context: Decide whether the ad should sit within chosen video content, appear in a browsing feed, or run outside video content in a page or app.
- Decide how much control to give viewers: Compare a skippable interruption, a non-skippable message, a thumbnail the viewer chooses to open, or a possible app reward.
- Match the message to the experience: A brief reminder may suit a short format; a longer explanation needs a placement and campaign that support it. Verify the current limit for the specific campaign.
- Check objective eligibility: Confirm that the format is available for the goal you selected rather than assuming all formats support all goals.
- Review buying and measurement: Google documents CPV and impression-based billing for particular formats and bidding strategies. Do not assume those charging rules apply to another platform or every campaign.
- Check inventory and devices: The delivered experience may differ across YouTube, partner sites or apps, campaign settings, and available inventory.
Which durations should advertisers verify?
Google’s format guidance says viewers can skip a skippable in-stream ad after five seconds. The same current format page describes bumper ads as five to six seconds and non-skippable in-stream ads as 60 seconds or shorter. Google’s separate campaign overview instead describes bumpers as six seconds or less and non-skippable in-stream ads as 15 seconds or less. Because the non-skippable wording differs, advertisers should check the live requirements for their chosen campaign before producing a video; do not treat either page’s figure as a platform-wide rule for every campaign.
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