Choose the Right Format to Match Your Goals (and Your Budget)
YouTube offers more than just one way to advertise. Whether you want to build awareness, drive leads, or retarget your warmest audience, the format you choose can make or break the results of your paid media campaign.
But if you’re new to YouTube Ads—or haven’t touched them in a while—you might be wondering:
What’s the difference between all these ad types? And which one should I use?
This article breaks down the main YouTube ad formats—what they are, how they work, and when to use each.
1. Skippable In-Stream Ads
What it is: These video ads play before, during, or after YouTube videos and can be skipped after 5 seconds.
You only pay if the viewer watches 30 seconds (or the full video, if it’s shorter) or interacts with your ad.
Best for:
- Lower-budget campaigns
- Lead gen and conversions
- Telling a quick story
- Retargeting warm traffic
Why we like it: You get free impressions from people who skip, and you only pay when they stick around.
Ideal video length: 15–60 seconds
2. Non-Skippable In-Stream Ads
What it is: Unskippable video ads up to 15 seconds long. Viewers must watch the entire ad before continuing their video.
You pay by impressions (CPM), not views.
Best for:
- Brand awareness
- Product launches
- Broad reach campaigns
Why we like it: You’re guaranteed full attention—for 15 seconds, at least.
Watch out: These ads can feel interruptive if not done well. They need strong creative and sharp targeting to avoid fatigue.
Ideal video length: 15 seconds max
3. Bumper Ads
What it is: Short, non-skippable video ads limited to 6 seconds. Used for quick brand messages or campaign reinforcement.
You pay per thousand impressions (CPM).
Best for:
- Reinforcing messages from other campaigns
- High-frequency, low-cost brand impressions
- Complementing longer video content
Why we like it: Bumper ads are fast, memorable, and great for mobile.
Ideal video length: Exactly 6 seconds
4. In-Feed Video Ads (Formerly Discovery Ads)
What it is: Ads that appear in YouTube search results, alongside related videos, or on the YouTube homepage.
You pay only when someone clicks to watch your video.
Best for:
- Educational or how-to content
- Building subscribers or views on your channel
- Targeting search-based intent
Why we like it: These ads feel more organic and allow users to opt in to watching your content—great for nurturing.
Ideal video length: 30–120 seconds
5. YouTube Masthead Ads
What it is: Premium video ads that autoplay (muted) at the top of the YouTube homepage—for 24 hours or more.
Best for:
- Major brand campaigns
- National awareness
- Large launches with high budgets
Why we like it: Massive reach, huge exposure—but priced accordingly. This one’s for the big players.
Note: Only available through Google sales reps (not self-serve).
Which YouTube Ad Format Is Right for You?
| Goal | Best Format |
| Drive leads or sales | Skippable in-stream ads |
| Build brand awareness | Non-skippable or bumper ads |
| Promote video content | In-feed video ads |
| Retarget past visitors | Skippable in-stream + remarketing |
| Launch a major product | Masthead (if you’ve got the budget) |
Need Help Choosing (or Running) YouTube Ads?
Choosing the right YouTube ad format isn’t just about video length—it’s about matching the format to your funnel.
- Want clicks and conversions? Go skippable.
- Want reach and recall? Try bumper or non-skippable.
- Want views on content? In-feed is your friend.
And if you’re not sure where to start, skippable in-stream ads offer the best balance of performance and affordability for most small teams.
At Root Company, we help brands launch effective YouTube campaigns without the guesswork. From script ideas to audience targeting, we’ll help you get results—without wasting ad spend.
Book a free strategy call and let’s build a campaign that fits your goals (and your budget).