YouTube is expanding where advertisers can place 30-second non-skippable ads. According to Search Engine Land, Google is now testing this longer ad format in regular YouTube campaigns, beyond the premium YouTube Select and Reservation placements where it was previously limited.

Previously, advertisers could only run 30-second non-skippables through high-budget, fixed-placement reservations. With this beta test, Google Ads is allowing selected advertisers to include this format in their regular campaign setups.

The 30-second non-skippable format is showing up in combo ad packages

As part of the test, these longer non-skippable ads are being included in YouTube’s ad package mixes. Advertisers may see them served alongside other YouTube ad formats, such as 15-second non-skippable ads and 6-second bumper ads. 

Targeting tools stay the same across YouTube ad formats

Advertisers testing 30-second non-skippable ads can still rely on the same Google Ads targeting features used for other in-stream campaigns. This includes keyword targeting, audience segments, demographics, affinity groups, and topics. There’s no need to learn a new system or workflow.

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