YouTube has several main ad formats: Skippable In-Stream (skippable), Non-Skippable (unskippable), Bumper (6 seconds), In-Feed, Shorts, and Masthead. Each suits a different goal. Skippable focuses on results, while Bumper and Non-skippable focus on awareness. This article explains each one and how to choose the right format for your campaign goal.

You open YouTube and see several types of ads, some skippable after 5 seconds, some so short they finish in a few seconds, some appearing in search results, and you wonder how they differ and which one to choose if you run ads yourself?

This is where many people get confused, because YouTube has several ad formats, each charging differently and suiting a different goal. Choosing the wrong format means paying for something that does not match your goal, like wanting sales but choosing a format suited to awareness. Understanding how each one works helps you spend your budget where it counts.

At Yangdee Group, we run YouTube campaigns of many formats for many kinds of businesses, and we know that choosing the format that matches the goal is where a paying-off campaign begins. This article explains each format and how to choose the right one. If you are not sure of the YouTube Ads big picture, read what YouTube Ads are first.

How Many YouTube Ad Formats Are There?

YouTube has several main ad formats: Skippable In-Stream (plays in videos, skippable after 5 seconds), Non-Skippable In-Stream (cannot be skipped), Bumper (6 seconds, non-skippable), In-Feed (shows in search results and feeds), Shorts (between short-form clips in the feed), and Masthead (banner at the top of the homepage). Each suits a different goal and charges differently.

The key point is that most formats can be bought self-serve through Google Ads’ auction, except Masthead, which must be reserved through a Google representative. Knowing how each differs helps you choose the one that matches what your business wants.

How Do the Formats Differ?

YouTube ad formats differ in length, whether they can be skipped, how they charge, and where they show. Understanding the overview helps you see which suits which goal. This table summarizes the main differences.

The point to understand is that the charging differs by goal. CPV formats like Skippable suit focusing on real views and measurement, while CPM formats like Bumper and Non-skippable suit reaching many people for awareness.

How Do Skippable and Non-skippable Differ?

Skippable In-Stream is an ad that plays before or during a clip, skippable after 5 seconds, charging on CPV, meaning you pay when someone watches 30 seconds or more or interacts with the ad. The advantage is that if people skip early you usually do not pay, and the skip also qualifies the audience for you, so it suits being the core of a performance-focused campaign.

Non-Skippable In-Stream is an ad that cannot be skipped, lasting up to around 15 seconds (some tiers up to 60), charging on CPM by impression. It suits when you want people to watch the message to the end without skipping, focusing on awareness rather than measuring views. The principle is to choose Skippable when you want to measure and focus on conversion, and Non-skippable when you want the full message delivered.

What Are Bumper Ads and How Do You Use Them?

Bumper Ads are short 6-second, non-skippable ads charging on CPM, built specifically for brand recall. Their strength is reaching many people at an efficient cost and guaranteeing people see all 6 seconds. But because they are so short, they do not suit being a standalone format aimed at sales.

The effective way to use them is to reinforce recall after a longer clip has introduced the product, such as running a 30-second Skippable ad to tell the value proposition first, then following with a 6-second Bumper to reinforce recall. The point to watch is not to cut a 30-second clip straight into a Bumper, because it usually fails to communicate fully. A Bumper must be written specifically for 6 seconds, with a single visual and a single clear brand signal.

Choosing a Format for Your Goal and the Full-Funnel Strategy

Choosing a format should start with the goal. If the goal is awareness, use Non-skippable 15 seconds or Bumper 6 seconds, because they guarantee people see the full message. If the goal is conversion or direct response, use Skippable In-Stream 30-60 seconds, because you pay when people actually watch and there is enough time to tell the value proposition until people decide.

An effective strategy is sequencing several formats into a full funnel, such as starting with a 30-second Skippable for awareness and consideration, following with a 15-second Non-skippable for people who start showing interest, then closing with a 6-second Bumper to remarket to near-converters. This sequencing usually gives a more efficient cost per conversion than using a single format. This principle of choosing campaigns is similar to Google Search, read more in Google Ads campaign types.

Conclusion

Each YouTube ad format is good at something different. Three things to remember: the main formats are Skippable, Non-skippable, Bumper, In-Feed, Shorts, and Masthead, each charging and suiting a different goal; Skippable suits results because you pay when people actually watch, while Bumper and Non-skippable suit awareness; and sequencing several formats into a full funnel is usually more worthwhile than using a single one.

Choosing a format that matches the goal is where a paying-off video campaign begins. If you want your business’s YouTube campaign to choose formats and plan strategy systematically with real data, our team is ready to help the data-driven way. Explore Yangdee’s YouTube Ads services and start choosing formats that match your goal.

Frequently Asked Questions

Which YouTube ad format is most popular?

Skippable In-Stream is the format businesses use most, because it charges on CPV, meaning you pay when people watch 30 seconds or more or interact, so you do not waste money on people who skip early, and it can be optimized for results. It is also flexible, supporting many goals from awareness to sales, so it is the core of most campaigns.

How long is a Bumper Ad?

Bumper Ads are 6 seconds, non-skippable, charging on CPM, built specifically for brand recall. Because they are so short, they suit being a reinforcement after a longer clip has introduced the product, not being used alone to aim for sales, and they should be written specifically for 6 seconds, not cut from a longer clip.

Which format should you use for awareness?

For an awareness goal, use Non-skippable In-Stream 15 seconds or Bumper 6 seconds, because both cannot be skipped, guaranteeing people see the full message, and charge on CPM, which suits reaching many people. If you want to extend recall broadly, Bumper is an efficient choice, especially when used alongside a longer clip.

Which format should you use for sales or conversion?

For conversion or direct response, use Skippable In-Stream 30-60 seconds, because you pay when people actually watch and there is enough time to tell the value proposition until people decide. The skip option also qualifies genuinely interested people, so the budget lands on those more likely to become customers, making it the core of a performance-focused campaign.

How do Shorts ads differ from In-Stream?

Shorts ads are vertical full-screen videos between Shorts clips in the feed, designed for mobile viewing and swiping, suiting awareness and consideration goals. In-Stream is an ad that plays in regular clips, in landscape and across various devices. The main difference is that Shorts focuses on short-form vertical viewers, while In-Stream covers general video viewing.