YouTube & partners video and audio line items allow you to create compelling campaigns with a range of formats to engage customers on YouTube and across partner sites and apps through the Google Display Network. The formats available through YouTube & partners video line items include in-stream (skippable, non-skippable and bumper), in-feed, Shorts, Masthead and Pause ads. YouTube audio line items extend the reach of your ads to audio inventory.
Ad format availability by line item type
| Ad Format | YouTube & partners | Demand Gen |
|---|---|---|
|
In-stream video ads (skippable, bumper & non-skippable)
|
Yes | Yes |
|
In-feed video ads
|
Yes | Yes |
|
Shorts video ads
|
Yes | Yes |
|
Audio ads
|
Yes | No |
|
Image ads
|
No | Yes |
|
Masthead ads
|
Yes (via instant deals) | No |
|
Pause ads
|
Yes (via instant deals) | No |
Ad formats in YouTube & partners video line items
Learn more about the ad formats available through YouTube & partners line items below. You can also learn more about our policies and technical specifications .
Skippable in-stream ads
When should I use skippable in-stream ads?
Use skippable in-stream ads when you have video content you'd like to promote in-stream (before, during, or after other videos) and across partner sites and apps through the Google Display Network.
How do skippable in-stream ads work?
Skippable in-stream ads play before, during, or after other videos, or as a full screen interstitial ad that plays before a viewer can proceed within apps. After 5 seconds, the viewer has an option to skip the ad.
If viewers choose not to skip the ad, the YouTube video view count will be incremented when the viewer watches 30 seconds of the ad (or the duration if it's shorter than 30 seconds) or engages with your video, whichever comes first. Video interactions include clicks to visit your website and clicks on call-to-action overlays (CTAs).
Where will skippable in-stream ads appear?
- YouTube videos
- On partner sites and apps through the Google Display Network, if opted into this inventory source
How will I be charged for skippable in-stream ads?
With CPV bidding, you pay when a viewer watches 30 seconds of your video, or the entire duration of the video if it's shorter than 30 seconds, or interacts with your video, whichever comes first. With Fixed CPM, Target CPM, Target CPA, and Maximize conversions bidding, you pay based on impressions.
What are the ad specifications and requirements for skippable in-stream ads?
- Video options:YouTube video (less than 3 minutes recommended)
- Companion Banner:An image automatically generated from the videos in your YouTube channel or an image you manually upload that meets the following requirements:
- Dimensions:300 pixels x 60 pixels
- File type:JPG, GIF, or PNG
- File size:150 KB max
- GIF frame rate:fewer than 5 frames per second
- Ad text limits:N/A
- Third-party tracking pixels:Must meet the requirements for third-party
ad serving and the following:
- Tracking pixels are 1x1 image pixels
- Tracking pixels are supported for impression events.
- JavaScript is not allowed
- All tracking pixels and any fourth-party calls made within the pixels through daisy-chaining must be SSL compliant
- Click destination:Your website
Bumper ads
When should I use bumper ads?
Use bumper ads when you want to reach viewers with a short, memorable message that cannot be skipped. Bumper ads can be used to raise awareness, or to reinforce other ads.
How do bumper ads work?
Bumper ads are 6 seconds or shorter and play in-stream (before, during, or after another video). Viewers do not have the option to skip the ad.
Where will bumper ads appear?
- YouTube videos
- On partner sites and apps through the Google Display Network, if opted into this inventory source
How will I be charged for bumper ads?
Bumper ads use either target CPM (cost-per-thousand impressions) or fixed CPM bidding, so you set how much you’re willing to pay every thousand times your ad is shown.
What are the ad specifications and requirements for bumper ads?
- Video options:YouTube video (6 seconds or less)
- Companion banner:An image you manually upload that meets the following requirements:
- Dimensions:300 pixels x 60 pixels
- File type:JPG, GIF, or PNG
- File size:150 KB max
- GIF frame rate:fewer than 5 frames per second
- Ad text limits:N/A
- Third-party tracking pixels:Must meet the requirements for third-party ad serving
and the following:
- Tracking pixels are 1x1 image pixels
- Tracking pixels are supported for impression events.
- JavaScript is not allowed
- All tracking pixels and any fourth-party calls made within the pixels through daisy-chaining must be SSL compliant
- Click destination:Your website
Non-skippable in-stream ads
When should I use non-skippable in-stream ads?
Use non-skippable in-stream ads when you want to reach viewers with a longer message that can’t be skipped.
How do non-skippable in-stream ads work?
Non-skippable in-stream ads are generally between 7 and 15 seconds long, and play in-stream (before, during, or after another video). Viewers do not have the option to skip the ad.
If you will use instant deals
, non-skippable ads of up to 60 seconds are supported. A beta feature in YouTube & partners non-skippable reach line items
supports non-skippable ads of up to 30 seconds.
Where will non-skippable in-stream ads appear?
- YouTube videos
- On partner sites and apps through the Google Display Network, if opted into this inventory source
How will I be charged for non-skippable in-stream ads?
Non-skippable in-stream ads use either target CPM (cost-per-thousand impressions) or fixed CPM bidding, so you set how much you’re willing to pay every thousand times your ad is shown.
What are the ad specifications and requirements for non-skippable in-stream ads?
- Video options:YouTube video (between 7 and 15 seconds, or up to 60 seconds in some scenarios).
- Companion banner:An image that you manually upload that meets the following requirements:
- Dimensions:300 pixels x 60 pixels
- File type:JPG, GIF, or PNG
- File size:150 KB max
- GIF frame rate:fewer than 5 frames per second
- Ad text limits:N/A
- Third-party tracking pixels:Must meet the requirements for third-party ad serving
and the following:
- Tracking pixels are 1x1 image pixels
- Tracking pixels are supported for impression events
- JavaScript is not allowed
- All tracking pixels and any fourth-party calls made within the pixels through daisy-chaining must be SSL compliant
- Click destination:Your website
In-feed video ads
When should I use in-feed video ads?
Use in-feed video ads to promote video content in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube homepage.
How do in-feed video ads work?
In-feed video ads consist of a video, an image thumbnail, and text. Viewers can click to view the video on the YouTube watch page, and may also be able to watch the video play inline. Only clicks to the landing page URL of your ad will be recorded as clicks in reporting.
Where will in-feed video ads appear?
- In YouTube search results
- Alongside related YouTube videos on the watch page
- On the YouTube homepage
- On partner sites and apps through the Google Display Network, if opted into this inventory source
Later in 2025, in-feed video ads will also appear on Google TV , if opted into this inventory source
How will I be charged for in-feed video ads?
With CPV bidding, you pay when someone clicks the thumbnail to watch the video ad, or watches your video ad in autoplaying state for at least 10 seconds (or until the end of the ad, if it’s less than 10 seconds). With CPM bidding, you pay based on impressions.
What are the ad specifications and requirements for in-feed video ads?
- Video options:YouTube video (any length)
- Companion Banner:N/A
- Ad text limits:
- Headline:100 characters maximum
- Description:35 characters maximum
- Descriptions aren’t shown in Suggestions.
- Click destinations:Clicking the ad will deliver a user to the YouTube watch page to view the video. For some line item types, it also directs users to the final landing page URL.
Shorts ads
When should I use Shorts ads?
Use this format when you have video content that you would like to promote between Shorts on YouTube, reaching a large audience of engaged viewers.
How do Shorts ads work?
Shorts ads have a similar user experience as organic Shorts videos.
- Ads will be rendered and show up randomly between organic Shorts videos.
- Users can immediately skip the ad by swiping up or down.
- The ad video will be kept and reshown if users scroll back.
- Clicking on the CTA button will land users to the designated landing page
Where will Shorts ads appear?
Shorts ads play between Shorts on YouTube. They are supported across all devices, not only mobile.
How will I be charged for Shorts ads?
For Shorts ads, you are charged for an impression, view, or engagement.
A view is counted:
- After 10 seconds of autoplay
- After a click (if the creative loops, you are only charged once and counted as one view)
- If the minimum ad length is 6 seconds, after watching a less than 10-second ad to completion
A click on a Shorts ad means a click on the call-to-Action (CTA). If you pause, the ad will not count as a click.
An impression on Shorts is when playback starts, and a viewable impression is 2 seconds. You are charged on Impression if you have Target CPM (cost-per-thousand-impressions) bidding.
An engagement occurs on Shorts when the user views 5 seconds of the ad or clicks on the CTA.
What are the ad specifications and requirements for Shorts ads?
It is highly recommended to create a vertical video for Shorts ads.
- Ad text limits:Shorts ads don't use headline or long headlines.
- Description:90 characters maximum
- Dimensions (minimum):
- 720 pixels x 1280 pixels (vertical)
- 480 pixels x 480 pixels (square)
- 1280 pixels x 720 pixels (horizontal)
- Video options:YouTube video (5 seconds or longer). Ads longer than 60 seconds will loop in the Shorts environment, and an option to click out to the Watch page to see the full video will appear at the 50 second mark.
- Note:Shorts ad bought through Video view line items must be 10 seconds or longer. While Shorts ad bought through instant deals, Video reach, or Demand Gen line items must be 5 seconds or longer.
Masthead ads
When should I use Masthead ads?
Use Masthead ads to drive awareness for a new product or service or reach a massive audience in a short period of time. For example, a sales event to drive awareness for a new product or service or reach a massive audience in a short period of time.
How do Masthead ads work?
On YouTube, while Masthead ads appear at the top of the YouTube homepage on desktop, mobile, and TV screens, they can behave differently depending on which device they appear:
- Desktop:A desktop video Masthead ad autoplays without the sound for up to 30 seconds. People can click the mute icon if they want to hear sound from the video. After autoplay, the main video defaults to the video thumbnail. When people click on the video or click on the thumbnail, they’re taken to the YouTube watch page for the video.
- Mobile:A mobile video Masthead ad autoplays without the sound for the full duration of the video. It features a video thumbnail, customizable headline, description texts and an external call-to-action (CTA). The mobile video Masthead ad also automatically pulls in the channel name and icon from the advertiser’s channel. When a user clicks on the mobile video Masthead ad, it will exit to the YouTube watch page for the featured video.
- TV screens:A TV screen video Masthead ad autoplays (where supported) without the sound for the full duration of the video. People can use their TV remote to interact with the Masthead ad. After autoplay, the main video defaults to the video thumbnail. When people click on the video or thumbnail, they're taken to the watch page for the video to watch full-screen. You can’t add a CTA to a Masthead ad on TV screens.
Learn more about How Masthead appears on Google TV .
Where will Masthead ads appear?
Masthead ads generally appear at the top of the YouTube homepage but can behave differently depending on which device they appear:
- Desktop:A desktop video Masthead ad appears at the top of the YouTube Home feed, can be in a widescreen or 16:9 aspect ratio format, and includes an information panel to the right that automatically uses assets from your channel. You can optionally include up to 2 companion videos in this panel.
- Mobile:A mobile video Masthead ad appears at the top of the YouTube app or m.youtube.com Home feed.
- TV screens:A TV screen video Masthead ad appears at the top of the YouTube app for TVs and can appear in a widescreen or 16:9 aspect ratio format.
How will I be charged for Masthead ads?
Masthead ads are charged on a cost-per-thousand-impressions (CPM) basis.
What are the ad specifications and requirements for Masthead ads?
- Video options:YouTube video (10 seconds or longer)
- The video must be "Public" or "Unlisted" to be eligible to serve.
- Dimensions:16:9 aspect ratio with 1920 x 1080 resolution or higher
- File type:.MPG (MPEG-2 or MPEG-4)
- File size:≤ 256 GB
- Companion videos (Optional):Videos that appear next to the Masthead ad on desktop. 2 unique YouTube videos must be added to enable companion videos. The companion videos don’t need to be from the same channel.
- Ad text limits:Use the YouTube Masthead Preview Tool
for recommendations on character lengths
- Headline:80 characters maximum
- Supporting description text:200 characters maximum
- Call-to-action button text
- Click destination:The Final URL can go to other pages on YouTube or go directly to another website.
Pause ads
When should I use Pause ads?
Use Pause ads to engage viewers during natural breaks in their viewing experience on connected TVs.
How do Pause ads work?
Pause ads are shown only on connected TVs when a viewer pauses a video. The ad appears as a semi-transparent overlay on the paused screen, allowing users to easily resume their video once they're ready.
Where will Pause ads appear?
Pause ads appear exclusively on YouTube on connected TVs and are shown alongside the pause screen and remain on screen until the viewer resumes watching or if the viewer dismisses the ad.
How will I be charged for Pause ads?
Pause ads are charged on a cost-per-thousand impressions (CPM) basis.
What are the ad specifications and requirements for Pause ads?
Your ad creatives should be high-resolution static images with the following specifications:
- Dimensions:Width: 1080-1350 pixels, Height: 1080-1350 pixels
- File type:PNG or JPG
- File size:Maximum 2MB
- Aspect ratio:Between 4:5.5 and 4:4 (avoid extreme aspect ratios)
Ad formats in YouTube & partners audio line items
Audio ads
When should I use YouTube audio ads?
YouTube audio ads allow you to tap into audiences who are listening to music, podcasts, or other audio content on YouTube.
How do YouTube audio ads work?
YouTube audio ads can be up to 30 seconds long. Ads up to 15 seconds will be served as non-skippable ads, whilst ads 16-30 seconds long will be served as skippable ads.
Where will YouTube audio ads appear?
YouTube audio ads run during long listening sessions and when YouTube is playing in the background.
How will I be charged for YouTube audio ads?
YouTube audio ads use target CPM (cost-per-thousand impressions) bidding, so you set how much you're willing to pay every thousand times your ad is played.
What are the ad specifications and requirements for YouTube audio ads?
To run YouTube audio ads, you must first upload a video file to YouTube. If you have access to your advertiser's YouTube channel, you can upload existing audio creatives and companions to YouTube using the YouTube upload workflow .
- Video options:YouTube video (up to 30 seconds)
- Dimensions:
- 426 pixels x 240 pixels (240p)
- 640 pixels x 360 pixels (360p)
- 854 pixels x 480 pixels (480p)
- 1280 pixels x 720 pixels (720p)
- 1920 pixels x 1080 pixels (1080p)
- 2560 pixels x 1440 pixels (1440p)
- 3840 pixels x 2160 pixels (2160p)
- File type:MP4
- File size:128 GB max
