YouTube opens bidding for 30-second non-skippable adverts

Previously reserved for premium reservation-based campaigns, 30-second non-skippable advertising videos are now entering YouTube Ads’ standard auctions. This test, currently in closed beta, marks a significant strategic shift in YouTube’s advertising offering, which appears to be moving towards greater alignment between its programmatic solutions and its premium inventory.

A new long-form, high-impact format now available without reservation

YouTube has historically offered several in-stream advertising formats:

• Bumper adverts (6 seconds, cannot be disabled),
• 15-second advertisements that cannot be disabled,
• Advertisements can be disabled after 5 seconds.

The 30-second non-skippable format, previously only available through YouTube Reserve (direct purchase of premium inventory), is now being tested on programmatic campaigns via Google Ads. This development lowers the barriers to entry for advertisers while allowing them to benefit from maximum visibility without prior commitment.

Broadcast on connected TVs and advanced targeting via Google Ads

The 30-second videos are embedded:

• In addition to other short formats,
• On premium placements, particularly content with high viewership or broadcast on connected TVs — an increasingly strategic screen for reaching attentive audiences in an immersive context.

Advertisers also retain access to the full power of Google Ads targeting:

• Keywords,
• Custom audiences,
• Demographics,
• Purchase intentions, etc.

The combination of a long, non-skippable format with these targeting capabilities opens up opportunities for more ambitious and better controlled advertising storytelling.

 What are the benefits for advertisers?

The arrival of this format in programmatic advertising opens up new opportunities for brands:

• Full control over the message: the video is viewed in its entirety, with no option to skip it.
• Simplified access to premium inventory, with no prior commitment.
• Performance optimisation through Google auctions and machine learning.

“The 15-second non-skippable adverts have always been my favourite because they make an impact without being too intrusive. I think users will watch a 30-second advert.”
— Anthony Higman, CEO of ADSQUIRE

Key takeaways:

• Google is testing 30-second non-skippable advertisements in open auctions on YouTube.
• This format was previously reserved for YouTube Reserve campaigns.
• It is particularly aimed at brands looking for a long-form, immersive and impactful format, broadcast in a high-quality setting.
• If the test proves successful, a global rollout could follow in the coming months.

Would you like assistance in improving your YouTube Shorts campaigns? Please do not hesitate to contact our Display & Programmatic agency.

About Ad's up

Pierre Blarre
Webmaster