YouTube ads are crushing right now

There are actually 6 types

1. Skippable in-stream

→ Plays before or during videos. Viewer can skip after 5 seconds.
→ You only pay when someone watches 30 seconds or clicks. Our blended CPV across the MCC is $0.07.
→ Converts better mid-funnel than any other format we run. This is where the direct response budget goes.
→ Con: only 24% of impressions ever turn into a paid view. Three in four never reach 30 seconds, so the first 3 seconds decide everything.
→ Use it for: demand capture and remarketing where you need the conversion.

2. Non-skippable in-stream

→ 7-15 seconds, no skip button, priced on CPM. Longer variants run on connected TV.
→ Guarantees the full message gets delivered.
→ Con: you pay for every impression, including people who would have skipped. CPMs run higher than skippable, and no skip button doesn't mean anyone watched.
→ Use it for: brand messages where message control matters more than efficiency.

3. Bumpers

→ 6 seconds or less, non-skippable, CPM-priced.
→ Cheap frequency. You can repeat one line across a remarketing pool for very little spend.
→ Con: 6 seconds fits one claim max, so it can't explain anything new.
→ Use it for: retargeting and reinforcing a message your other campaigns already introduced.

4. In-feed

→ Thumbnail plus text in search results, home feed, and watch next. The viewer chooses to click.
→ Mostly opt-in viewing, so intent is the highest of any format here. Autoplay views count too, so the number flatters itself slightly.
→ Con: inventory is limited, so it caps out fast as a spend line.
→ Use it for: B2B and considered purchases, with bumpers behind it for frequency.

5. Shorts

→ Vertical ads inside the Shorts feed.
→ Our blended CPM is $6.09. Cheaper than long-form on paper.
→ Con: the swipe-away is instant and view quality is lower than in-stream.
→ Use it for: top-of-funnel volume and creative testing, judged on downstream quality rather than CPM.

6. Masthead

→ YouTube homepage takeover, reserved through Google Ads Reservation, Programmatic Guaranteed, or a Google rep instead of the auction.
→ Biggest single-day reach YouTube sells.
→ Con: fixed CPM or cost-per-hour commitment, no smart bidding toward conversions.
→ Use it for: launches and moments where one day of mass reach matters.

(Technically there's a 7th, outstream, but it serves on Google video partners rather than YouTube itself.)

Our spend split: 
- Skippable in-stream: 48%
- In-feed: 26%
- Shorts: 25%
- Bumpers + non-skippable: under 1%

Contact us for optimized online advertising on Google | LinkedIn | X | Bing | Meta Ads or for a free review and analysis of your advertising account: 041 512 565.