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YouTube ad formats infographic: a timeline showing bumper (6 seconds, no skip), non-skippable (15 to 60 seconds by subtype), skippable (skip at 5 seconds, paid at 30) and Shorts (swipe away anytime), a table of what you pay for with each format, and three steps on what to do.

Oct 6, 2026

YouTube Ad Formats: Lengths, Skips and Costs (Infographic)

The six YouTube ad formats in Google Ads: skippable and non-skippable in-stream, bumper, in-feed, Shorts and masthead, with lengths, skip rules and what you pay for.

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<a href="https://searchinsider.io/infographics/youtube-ad-formats"><img src="https://searchinsider.io/research/youtube-ad-formats/youtube-ad-formats-infographic.png" alt="YouTube ad formats infographic: a timeline showing bumper (6 seconds, no skip), non-skippable (15 to 60 seconds by subtype), skippable (skip at 5 seconds, paid at 30) and Shorts (swipe away anytime), a table of what you pay for with each format, and three steps on what to do." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/infographics/youtube-ad-formats">YouTube ad formats infographic</a> by Search Insider.</p>

Which YouTube ad format should you use?

The short answer: Google Ads offers six main YouTube video ad formats. They differ in length, whether viewers can skip, and what you pay for: views, impressions or clicks. Match the format to the goal: reach, consideration or action.

Based on Google Ads Help.

What it shows

  • Skippable in-stream ads can be skipped after 5 seconds.
  • With CPV bidding, you pay when someone watches 30 seconds (or the whole ad if shorter) or interacts, whichever comes first.
  • Non-skippable in-stream ads run 15 to 60 seconds depending on campaign subtype, bought on Target CPM.
  • Bumper ads are up to 6 seconds and can't be skipped.
  • In-feed ads charge when someone clicks to watch, or after 10 seconds of autoplay in Video View campaigns.
  • Masthead ads are only available on a reservation basis through a Google sales representative.

What to do

  • Skippable: Put brand and message in the first 5 seconds.
  • Reminders: Pair bumpers with a longer ad.
  • Shorts: Make vertical versions.

The walkthrough

How do skippable in-stream ads work?

They play before, during or after videos and can be skipped after 5 seconds [1]. With CPV bidding, you pay when a viewer watches 30 seconds, or the whole ad if it's shorter, or interacts, whichever comes first [1].

How long can non-skippable ads be?

Non-skippable in-stream ads run 15 to 60 seconds depending on the campaign subtype, and you pay based on impressions with Target CPM bidding [1].

What are bumper ads?

Bumper ads are short, non-skippable ads of up to 6 seconds, bought on Target CPM [1].

How are in-feed video ads charged?

In-feed ads appear in places like YouTube search results, Watch Next and the home feed [1]. You're charged when someone clicks to watch, or, with Video View campaigns, when it autoplays for at least 10 seconds [1].

How do YouTube Shorts ads work?

Shorts ads appear between Shorts, and viewers can skip immediately by swiping [1]. Google recommends keeping them under 60 seconds [1].

How do you buy a YouTube masthead?

Masthead ads are only available on a reservation basis through a Google sales representative, priced on CPM or cost per hour [1].

Sources

  1. About video ad formats, Google Ads Help

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