What’s your marketing goal?
Businesses are looking for new ways to win the hearts and minds of their audiences and drive business results. See which ad solutions can help you get the results you're looking for.
Build awareness and ad recall
Capture the attention of new potential customers and keep your brand top of mind with existing ones.
RECOMMENDED AD TYPES
TrueView for reach
Reach as many people as possible in your target audience at the most efficient price.
SPECS
Skippable
Video length:
open (15 seconds recommended)
Bidding approach:
cost-per-thousand impressions (CPM)
MEASURE IMPACT
See the different ways you can measure success.
Ad recall lift:
Whether people recall watching your video ad.
Awareness lift:
Whether people are more aware of your business after watching your video ad.
Impressions:
Counted each time your ad is shown on a search result page or other site on the Google Network.
Unique reach:
The total number of people who were shown an ad. This helps you understand how many times people were shown your ad across different devices, formats, and networks. Learn more.
Bumper ads
Share your message in 6 seconds to drive reach and impact in a mobile-first world.
SPECS
Non-skippable
Video length:
6 seconds
Bidding approach:
cost-per-thousand impressions (CPM)
MEASURE IMPACT
See the different ways you can measure success.
Ad recall lift:
Whether people recall watching your video ad.
Awareness lift:
Whether people are more aware of your business after watching your video ad.
Impressions:
Counted each time your ad is shown on a search result page or other site on the Google Network.
Unique reach:
The total number of people who were shown an ad. This helps you understand how many times people were shown your ad across different devices, formats, and networks. Learn more.
Reservation 15/20s
Use 15- or 20-second video ads that are guaranteed to reach your audience and make an impression that lasts.
Reservation campaigns may require minimum spend commitments. Contact your account manager to get started. Learn more.
SPECS
Non-skippable
Video length:
15 or 20 seconds
Bidding approach:
fixed cost-per-thousand impressions (fixed CPM)
MEASURE IMPACT
See the different ways you can measure success.
Ad recall lift:
Whether people recall watching your video ad.
Awareness lift:
Whether people are more aware of your business after watching your video ad.
Impressions:
Counted each time your ad is shown on a search result page or other site on the Google Network.
Outstream video ads
Reach people wherever they’re watching, with video ads that run across mobile sites and apps – for example, embedded in news articles or before mobile games.
SPECS
Non-skippable
Video length:
less than 15 seconds recommended
Bidding approach:
Viewable cost-per-thousand impressions (vCPM). Allows you to set a maximum amount you’ll pay each time your ad can be seen (for each viewable impression) instead of for each click.
MEASURE IMPACT
See the different ways you can measure success.
Ad recall lift:
Whether people recall watching your video ad.
Awareness lift:
Whether people are more aware of your business after watching your video ad.
Impressions:
Counted each time your ad is shown on a search result page or other site on the Google Network.
Unique reach:
The total number of people who were shown an ad. This helps you understand how many times people were shown your ad across different devices, formats, and networks. Learn more.
Masthead
Run high-visibility ads across devices by putting your business at the top spot of the YouTube homepage.
Masthead campaigns may require minimum spend commitments. Learn more.
SPECS
Non-skippable
Video length:
open
Bidding approach:
Fixed cost-per-day (fixed CPD) bidding. You can work with the Google advertising team to get a rate estimate, check availability, and determine campaign impression goals.
MEASURE IMPACT
See the different ways you can measure success.
Impressions:
Counted each time your ad is shown on a search result page or other site on the Google Network.
Unique reach:
The total number of people who were shown an ad. This helps you understand how many times people were shown your ad across different devices, formats, and networks. Learn more.
Views:
Counted when someone watches 30 seconds of your video ad (or the duration if it’s shorter than 30 seconds) or interacts with the ad, whichever comes first.
Success Stories
See how other brands drove awareness and recall by running ads on YouTube.
-
Make Up For Ever
Make Up For Ever drove a 44% lift in ad recall by identifying key consumer insights.
-
Duracell
See how Duracell created one of the top YouTube bumper ads.
-
CDC
See how the CDC built an awareness campaign that spurred consumer action.
-
Neutrogena
Using bumper ads, Neutrogena drove recall and awareness lifts for a revolutionary new product.
-
Turner Sports
Turner Sports generated 355M impressions by producing the world’s largest live pregame show.
Grow consideration and interest
Influence potential customers in the opinion-shaping moments when they’re most receptive to your message.
RECOMMENDED AD TYPES
TrueView in-stream
Run your ads before, during, or after videos on YouTube or on video-partner sites and apps to drive impact for your brand and products.
SPECS
Skippable
Video length:
open
Bidding approach:
Cost-per-view (CPV). Pay for video views or interactions (such as clicks on call-to-action overlays, cards, and companion banners).
MEASURE IMPACT
See the different ways you can measure success.
Consideration lift:
Whether your ad moved people to consider your business.
Favorability lift:
Whether people are more favorably aligned with your message/brand after viewing your video ad.
Purchase intent lift:
Whether people are intending to purchase from your business after seeing your video ad.
Views:
Counted when someone watches 30 seconds of your video ad (or the duration if it’s shorter than 30 seconds) or interacts with the ad, whichever comes first.
TrueView discovery
To help surface your videos to an interested audience, place your ads in YouTube search results, next to related videos, or on the YouTube mobile homepage.
SPECS
Skippable
Video length:
open
Bidding approach:
Pay when someone clicks on a video ad thumbnail or title and begins watching your video.
MEASURE IMPACT
See the different ways you can measure success.
Impressions:
An impression is counted each time your ad is served on the YouTube home feed, watch pages or search results page. Impressions help you understand how often your ad is being seen.
Consideration lift:
Whether your ad moved people to consider your business.
Favorability lift:
Whether people are more favorably aligned with your message/brand after viewing your video ad.
Purchase intent lift:
Whether people are intending to purchase from your business after seeing your video ad.
SUCCESS STORIES
See how other brands grew consideration and interest by running ads on YouTube.
-
20th Century Fox
20th Century Fox’s experiments with ad sequencing paid off in spades.
-
U.S. Navy
See how the U.S. Navy’s first made-for-digital recruitment campaign helped drive consideration.
-
Yoplait
Yoplait used culturally relevant POV advertising to market their products to moms.
-
Brita
Brita used social influencers to target millennials.
Drive action
Reach potential customers in decision-making moments, and make it easier for them to take meaningful actions that you can measure.
RECOMMENDED AD TYPES
TrueView for action
Optimize your video ads to drive any online action that’s important to your business. Get interested customers to “buy now,” “get a quote,” or “learn more” with a clickable button that leads to your site.
SPECS
Skippable
Video length:
open
Bidding approach:
Target cost-per-acquisition (target CPA): Sets bids to help you get as many conversions as possible at the target cost-per-acquisition you set. Learn more.
Maximize conversions: Sets bids to help you get the most conversions for your campaign while spending your budget. Learn more.
MEASURE IMPACT
See the different ways you can measure success.
Leads
Purchase intent lift:
Whether people are intending to purchase from your business after seeing your video ad.
Sales
Store visits:
Conversion tracking that helps you see how your ad clicks and views influence store visits. Available to businesses that meet specific requirements.
Website conversions:
Counted when someone interacts with your ad (for example, views a video ad) and then takes an action on your website that you’ve defined as valuable to your business, such as an online purchase.
Universal App Campaign for Video
Automatically promote your app on YouTube where your ads are most likely to be clicked – and your app is most likely to be downloaded.
SPECS
Skippable
Video length:
open
Bidding approach:
Cost-per-acquisition (CPA): How much your business pays in order to get an acquisition (conversion).
Cost-per-install (CPI): How much your business pays to get a new user for your app (specific to mobile apps).
Return on ad spend (ROAS): Bid based on a target return on ad spend. Helps you get more conversion value or revenue at the target ROAS you set.
MEASURE IMPACT
See the different ways you can measure success.
App installs
Post-install actions:
The number of people who complete the specific in-app actions you’ve set up and selected for your campaign.
SUCCESS STORIES
See how other brands drove action by running ads on YouTube.
-
Yoox.com
Yoox Net-A-Porter used these four principles to drive thousands of conversions and six-digit sales results.
-
Overstock
Overstock used online video to drive an 80% increase in conversion rate and 3x return on ad spend.
-
Groupon
Groupon has reached the millennial audience and acquired 160,000 new customers.
-
Hawaiian Airlines
By flipping the typical use cases for search and video, Hawaiian Airlines increased flight bookings by 185%, while reducing cost.
-
Lyft
See how using brand ads in unexpected ways drove higher installs for Lyft.
creative tips and tools
The ABCDs of effective creative
Smart creative concepts make for compelling and effective videos. Use these proven approaches to help your ads deliver on your marketing goals.
Get the GuideAttract
Draw attention from the start.
Brand
Integrate your brand authentically and meaningfully.
Connect
Connect with the viewer through emotion and storytelling.
Direct
Clearly state what you want the viewer to do.
Insights
Explore the latest research and trends in video advertising
Want more video insights and inspiration? See more from Think with Google.
Need help setting up your campaign?
A YouTube Advertising expert is available to set your account up. And it’s free (when you spend at least $10 per day).
*For customers committing to $10 per day or more in ad budget. Phone support operating hours are Mon - Friday, 9am-9pm PST