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Google Expands 15-second Non-skippable YouTube Video Ads to More Advertisers

Google is increasing the number the access 15–second non-skippable video ads that appear on its YouTube platform to more advertisers, says Google.

A key part of YouTube’s digital ad format since the beginning, the non-skippable 15–second ad format was until now accessible through YouTube reservation.

It announced today that all advertisers who are serving auction campaigns can now access this video ad format.

Google says it wants advertisers to have access to all creative options irrespective of their purchase preferences — [in advance via reservation or in Google Ads auction].

“Overall, this is another step towards a more flexible and intuitive buying experience, where all formats are accessible to all advertisers, regardless of how they buy,” stated Google.

The change taking effect in the next few weeks will provide 15–second non-skippable video ads across YouTube, Display and Video 360, Google Ads and Google video partners.

In the intervening period of time, says Google it will continue to cap the number of ads a user view while watching YouTube via its ad system for best user experience.

A non-skippable video ad is an ad format that can be up to 15-20 seconds long and appears on the desktop and mobile devices as pre-, mid-, or post-roll while watching content on YouTube.

Creators can add nonskippable 15-second video ads need to set up a new ad campaign by navigating to Google Ads or Display and Video 360.

The 15–second nonskippable video ad format will become fully available in the coming weeks.

For more information on setting up a video ad campaign, head over to see this Help Center article.

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