This article gives video producers introductory information on creating video ads for YouTube.
Effective YouTube video ads often come in a collection of 6, 15, and 15+ second lengths. This “collection” is shown to potential customers across YouTube and non-YouTube online placements. Having multiple lengths allows the advertiser to reach customers in multiple scenarios. A potential customer briefly browsing on their phone while waiting in a line can view an entire 6-second ad. Later, at home, that same person might be receptive to a longer 60-second ad.
Start with video ads that fit YouTube's three most common video ad slots: Bumper (6 seconds), Non-Skippable (15 seconds), and Skippable (15+ seconds).
Video lengths
- Bumper Ads (6 seconds)
- Non-Skippable Ads (15 seconds)
- Skippable Ads (15+ seconds)
Bumper Ads (6 seconds)
Bumper ads are non-skippable — the user must watch the entire ad. Apart from being 6 seconds long and non-skippable, Bumper ads have three things in common:
- Fast pacing; that is, cut from scene to scene quickly.
- Tight framing around faces and products.
- An exceptionally simple message.
Most importantly, bumper video ads cannot exceed 6 seconds, not even by 1 millisecond. Otherwise Google Ads won't accept them as a “bumper ad,” meaning a “Skip ad” button will still appear on your 00:06:01 length video.
Non-Skippable (15 seconds)
Non-Skippable video ads force the user to watch the entirety of the video ad. That's a big ask on YouTube, and that's why 15 seconds is the maximum length of this format. These ads are a great opportunity to restate the same message from 6-second Bumper ads, but with new information or a more detailed call to action.
Skippable (15+ seconds)
Skippable video ads allow users to click the “skip now” button after watching the first 5 seconds. A benefit of this format is that advertisers get to deliver their message within those first 5 seconds — and as a bonus, expand on that message should the user choose not to skip. Of all the ad types, this one should be the most front-loaded because the goal is to convince the viewer to continue watching past the “skip now” button.
Components of successful video ads
- Use tight framing so that even users on small mobile devices can clearly see the subject.
- Make fast-paced videos to keep attention.
- Use human actors to keep ads interesting (graphic-only ads are uninspiring and not memorable).
- Build your “collection” of video ads with one message in mind (e.g., “Lowest Prices” or “Biggest Selection”).
- Drive home the same message across all your ad lengths.
Potential customers will remember just one message. Avoid highlighting “low prices” in 6-second ads and “best selection” in 15-second ads. Stick to one message across all videos, expanding on the message in longer video ads.
Summary
A collection of video ads of various lengths is more effective than a single, long-format video ad. Effective video ads use tight framing, fast pacing, and simple messages. A call to action is essential for 15- and 15+-second video ads. Focus on a single message throughout all video ad lengths.
