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Video Advertising
Skippable & Non-Skippable Video Ads
Learning Outcome
6
Compare formats: skip, pricing, cost, campaign goals, etc
5
Explain Non-Skippable Ads working and 15-second limit
4
Understand importance of first 5 seconds
3
Explain Skippable Ads working, charges, video length
2
Identify Skippable and Non-Skippable ad types
1
Understand In-Stream Video Ads and placements
Ads Analogy
Long Ad (3 min): Played before the movie while people settled in. Viewers could ignore it. Advertisers paid only for engaged viewers.
Mandatory Short Ad (30 sec): Played right before the movie. Everyone had to watch it. Advertisers paid more for guaranteed views.
Arvind managed Regal Talkies in Chennai and offered two ad slots:
Ads Analogy
Skippable Ads = Long slot (skip after 5s, pay for engagement)
Non-Skippable Ads = Short slot (forced view, pay for reach)
Moral
Brands chose short ads for reach and long ads for engagement at lower cost.
Ads Analogy
Choice depends on
engagement vs guaranteed reach.
Transition from Analogy to Technical Concept(Slide 5)
Just like Arvind’s cinema had two ad slots for different goals, YouTube also offers two ad formats designed for different outcomes.
Instead of one fixed approach, advertisers can choose between engagement-focused ads and guaranteed reach ads, depending on their objective.
Transition from Analogy to Technical Concept(Slide 5)
This brings us to Skippable and Non-Skippable In-Stream Ads, where the format you choose directly impacts your campaign results.
What are In-Stream Video Ads on YouTube?
Ads that play before, during, or after YouTube videos
Appear within video content (not as banners)
What are In-Stream Video Ads on YouTube?
Used for:
Designed to capture viewer attention through video storytelling
Brand awareness
Engagement
Conversions
Two primary types of In-Stream Ads:
Skippable In-Stream Ads
Non-Skippable In-Stream Ads
How Skippable In-Stream Ads work
Viewer can skip after 5 seconds
Advertiser chooses video length
Ad continues only if viewer is interested
How Skippable In-Stream Ads work
Ideal
for:
Educational content
Storytelling
Product demos
When is an advertiser charged for a Skippable In-Stream Ad?
Advertiser is charged when:
Viewer watches 30 seconds (or full ad if shorter)
OR
Viewer interacts (clicks, engages)
No cost if skipped before 30 seconds
Pay only for interested viewers
Video length recommendations for Skippable In-Stream Ads
Minimum: 12 seconds
Recommended: 30 seconds to 3 minutes
No maximum length — but longer ads require stronger storytelling to retain viewers
Core Concepts (Slide 7)
Core Concepts (.....Slide N-3)
Summary
5
Choose format based on campaign goals
4
Non-Skippable Ads: 15 sec, guaranteed reach
3
Skippable Ads: flexible, pay for engagement
2
Two types: Skippable and Non-Skippable Ads
1
In-Stream Ads play within YouTube videos
Quiz
Rohan wants to run a 90-second YouTube ad and pay only if viewers watch at least 30 seconds. Which ad format should he use?
A. Non-Skippable In-Stream Ad
B. Bumper Ad
C. Skippable In-Stream Ad
D. Display Ad
Quiz-Answer
Rohan wants to run a 90-second YouTube ad and pay only if viewers watch at least 30 seconds. Which ad format should he use?
A. Non-Skippable In-Stream Ad
B. Bumper Ad
C. Skippable In-Stream Ad
D. Display Ad
Performance Marketing - Skippable & Non-Skippable Video Ads
By Content ITV
