YouTube TrueView video ads

Petra Milin

Traffic Manager

YouTube is the most rapidly growing online force from its very beginning. Over 80% of online population in the Adriatic region uses YouTube.

It is a great platform to reach your audience and give them a reason to engage with your brand.

Last month YouTube introduced video advertising. With YouTube video ads users can choose whether they want to watch the whole ad or just skip it. Good news is, you will be charged only if user chooses to watch your ad. This means you will pay only for those users who are truly interested in your brand, because they watched the ad through.

There are 3 available TrueView ad formats:

  • TrueView in-stream ads
  • TrueView in-search ads
  • TrueView in-display ads

All of the 3 ad formats can be created with AdWords for Video and YouTube videos.


TrueView In-stream ads



In-Stream ads appear on YouTube and Google Display network. After 5 seconds viewer can choose to skip the ad and continue to the regular video, game or app. You are charged only if a viewer watches the full ad or the first 30 seconds, whichever comes first (CPV – cost per view pricing model).
It is recommended to keep this type of video ad under 3 minutes and try to communicate your message within the first 5 seconds.

During the full duration of the video on YouTube (whether a viewer skips the ad or not) a free companion banner 300x60px is shown on the right side above the recommended videos. If you do not have a companion banner uploaded, then an Auto generated video banner will be shown instead of the banner.

TrueView In-search and In-display ads

With TrueView In-search and In-display ads you can upload YouTube video of any lenght. Ad will be shown as a YouTube video thumbnail. All rules that apply to text ads in AdWords generally apply to TrueView video ads as well.

Unlike In-Stream ads, with these ad formats you are charged when a user clicks on ad and chooses to view your video on YouTube.

How to target your audience?

Targeting options are similar to the ones available in classic AdWords campaigns. You can target your audience by location, demographic, topics of pages, interests of users, placements, content keywords, YouTube search keywords and remarketing lists.

Video Remarketing lists differ from AdWords Remarketing lists. Because of that you cannot use AdWords remarketing lists for remarketing in YouTube, instead you have to create new ones in AdWords for video.
Link your YouTube account with the Adwords account and create lists you can use. Include those users who visited your YouTube channel, those who engaged with your video (like, dislike, share), those who subscribed to your channel, etc. There is an option which allows you to include users from last 30 days, so you don’t have to start with an empty list.
After everything is set up and your video campaign is live and running you will probably want to see who watches your ads, why do viewers come or go, how do they interact with ads etc. All this data is accessible for free in the Youtube’s Analytics tool, but we’ll talk about that in detail some other time.


Petra Milin

Traffic Manager

Google's BFF. Tough girl with an attitude that gets things done. Like a cat, you never know if she will scratch you or purr. Passionate about eating, sleeping and dancing.

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