WhiteDigital is a Google Premier Partner, and therefore they are always on the pulse of Google Ads’ upcoming features and modifications. Recently, we came across details of a new ad option on YouTube that could be beneficial for advertisers seeking additional time to tell their brand’s story. If you’re seeking to share more information when your next presentation, offer explanation or brand awareness campaign comes up, these details are all for you.
The feature is 20-second non-skippable in-stream ads that will not give viewers the option to skip the ad. The early beta specs show that qualified advertisers can work with this longer format via an allowlist in select markets.
Let’s find out how it works and how it differs from the current 15-second format.
YouTube 20-Second Non-Skippable Ads
YouTube non-skippable in-stream ads play before, during, or after YouTube videos, and viewers cannot skip them. The existing standard format generally allows ads of up to 15 seconds.
The proposed 20-second option should give advertisers an extra five seconds to communicate their message. This might be helpful if a brand wants to take longer to get a product out, let people know what it is, or communicate a strong call to action.
The format will be sold via Google Ads or Display & Video 360 (DV360) through a cost-per-thousand-impressions (CPM) auction, the early beta details show.
The feature will be used to allow viewers to watch the full creative to help build brand awareness.
What Is the Difference Between the Existing 15-Second and New 20-Second Formats?
To me, the biggest difference between the current 15-second non-skippable ads and the proposed 20-second ads is the 5 extra seconds. Because it’s standard 15 seconds per region, I have to get the major message across in a short amount of time. When I need to explain the benefit of a product, demonstrate how it operates, and add a call to action, I have 15 seconds. This is good if the message is brief and simple.
The suggested 20-second timeframe would allow me the opportunity to share what new product features I have, to elaborate on an offer, and to deliver a solid brand message. The early beta also notes that native 20-second creative assets will be supported, which could allow advertisers who have 20-second TV commercials or 20-second digital videos to use them without having to trim them down to 15 seconds.
Which Countries Are Eligible for the 20-Second Format?
The early beta information identifies the following eligible markets for allowlist access:
- India
- Mexico
- Singapore
- Malaysia
- Selected markets in EMEA (Europe, the Middle East, and Africa)
Advertisers targeting these markets may be eligible to request access through the allowlist. Not every country in EMEA is necessarily included.
The beta details also state that the standard 15-second non-skippable format remains available in other regions.
How YouTube 20-Second Non-Skippable Ads Are Purchased?
The early feature details state that advertisers can purchase the 20-second format through a CPM auction in either Google Ads or Display & Video 360.
CPM means cost per thousand impressions. Instead of paying only when someone clicks the ad, the advertiser bids for impressions.
If I made a brand awareness campaign, I would consider how many people the campaign would reach, how often they would see the ad, and if the campaign was aiding in brand awareness.
This auction-based advertisement delivery system enables advertisers to bid for their ads’ placement instead of just for clicks.
Why YouTube 20-Second Non-Skippable Ads Be Useful?
Early beta data shows that a key benefit of videos that cannot be skipped is that they can raise brand awareness. Since viewers cannot skip the ad, advertisers can display their message to their audience.
Here are a few ways I could use the five seconds:
- Product introductions – Show a product and highlight its main benefit.
- Build the message around brand storytelling.
- Describe a special offer or promotion and the important information about it.
- Product demonstrations – Demonstrate more of a product.
- Calls to action – Give time to reinforce the brand and the next step.
These are scenarios that could be achieved but are not guaranteed. I’d still assess the outcome on the brand awareness and reach goals of the campaign.
My Take on YouTube 20-Second Non-Skippable Ad Format
What interests me most about this beta feature is the extra creative flexibility. When I work with video advertising, I know that shortening a 20-second video to 15 seconds can mean removing an important product detail or part of the story.
For advertisers planning YouTube brand campaigns, I would check whether their target markets are eligible, prepare a suitable 20-second creative, and contact their Google representative about allowlist access.
The 20-second non-skippable in-stream format is a pretty cool beta that advertisers who have more time to tell their message can use. The value will be determined by its market availability, creativity, and campaign goals.
Contact WhiteDigital and discuss your advertising needs to help you plan YouTube and Google Ads campaigns.
