Google Expands Access to 15-Second Non-Skippable Video Ads

Google is now enabling all advertisers to use 15-second non-skippable video ads. This ad format, previously exclusive to a limited number of advertisers through YouTube reservation, is now accessible via Google Ads and Display & Video 360.

In their announcement, Google highlighted the update saying: “Today we’re expanding access to advertisers running auction campaigns. Recognizing that advertisers should have access to the full range of creative options regardless of how they buy – whether in advance via reservation or in the Google Ads auction.”

Advertisers looking to leverage these 15-second non-skippable video ads can set up a new campaign through Google Ads or Display & Video 360. These ads will be available across YouTube and Google's network of video ad partners.

Google also reassures that user experience remains a priority, with safeguards in place to limit ad frequency. The rollout of this expanded access is starting today and will become fully available in the coming weeks.

Benefits of 15-Second Non-Skippable Video Ads

The introduction of 15-second non-skippable video ads offers several advantages for advertisers:

  • Guaranteed visibility as viewers are required to watch the full ad.
  • Enhanced engagement opportunities with a concise, 15-second message.
  • Broadened reach across YouTube and video partner platforms.
  • Consistent ad experience that respects user time and attention.

With this update, Google aims to provide advertisers with a more diverse set of tools to reach their desired audience effectively.