YouTube Video Ad Formats: TrueView, Bumper, and Discovery Ads Explained
YouTube offers six distinct ad formats, each designed for different campaign objectives. Choose wrong, and you'll pay for the wrong outcome.
This guide breaks down every YouTube ad format available to ecommerce brands in 2026—when to use each one, how they're priced, and which delivers best results for different goals.
Overview: All YouTube Ad Formats
| Format | Length | Skippable? | Pricing | Best For | |--------|--------|------------|---------|----------| | TrueView In-Stream | 12s-6min | Yes (after 5s) | CPV | Storytelling, retargeting | | TrueView for Action | 15s-6min | Yes (after 5s) | CPV/CPA | Direct response, conversions | | YouTube Shorts | Up to 60s | No (scroll past) | CPV/CPM | Mobile, Gen Z, vertical video | | Bumper Ads | Exactly 6s | No | CPM | Brand awareness, reinforcement | | Video Discovery | Any length | N/A (user clicks to watch) | CPV | Search intent, evergreen content | | YouTube Shopping | Varies | Yes | CPV/CPA | Product discovery, catalogs |
Let's break down each format in detail.
1. TrueView In-Stream Ads (Skippable)
What It Is
Video ads that play before, during, or after other YouTube videos. Viewers can skip after 5 seconds.
Specs
- Length: 12 seconds to 6 minutes - Recommended: 15-30 seconds (optimal engagement) - Aspect ratio: 16:9 (landscape) or 9:16 (vertical on mobile) - Resolution: 1080p minimum - File format: MP4, MOV, AVI
How Pricing Works
CPV (Cost Per View): You only pay when:- Viewer watches 30 seconds (or full video if shorter), OR - Viewer clicks on ad
Average cost: $0.10-0.30 per view Key advantage: Anyone who skips in first 5 seconds = $0 cost. You only pay for engaged viewers.When to Use
Best for:- Product demonstrations and how-tos - Brand storytelling - Retargeting website visitors - Building awareness with engaged audiences
Not ideal for:- Quick brand awareness bursts (use bumper ads) - High-frequency reach (CPM model better)
Creative Strategy
First 5 seconds: Hook that prevents skip- Pattern interrupt (unexpected visual/statement) - Clear value proposition - Direct question or problem statement
Seconds 6-30: Core message- Product benefits - Social proof - Clear CTA
Avoid:- Long logo intros (instant skip) - Slow pacing (loses attention) - Burying CTA at end only (many drop off)
Optimization Tips
- Test 3-5 different hooks for same video - Include captions (60%+ watch without sound) - Add end screen with clickable CTA - Monitor view rate (target 20%+)
2. TrueView for Action Ads
What It Is
Skippable in-stream ads designed specifically for direct response with prominent CTAs.
Specs
Same video specs as TrueView In-Stream, plus: - Headline: Up to 15 characters (appears on video) - Description: Up to 60 characters - CTA button: "Shop Now," "Learn More," "Sign Up," etc. - End screen: Shows products or destination URL
How Pricing Works
CPV or Target CPA:- Can bid per view like standard TrueView - OR optimize for conversions with Target CPA bidding
Average cost: $0.12-0.35 CPV or $25-75 CPAWhen to Use
Best for:- Driving website traffic and conversions - Product launches with limited-time offers - Campaigns with clear conversion goal (purchase, sign-up) - Retargeting campaigns pushing for sale
Not ideal for:- Pure brand awareness (less emphasis on recall, more on action) - When you don't have conversion tracking set up
Key Differences from Standard TrueView
TrueView In-Stream:- Awareness and consideration focus - Viewers naturally explore more - No persistent CTA overlay
TrueView for Action:- Conversion-focused - Prominent CTA throughout video - Optimized for clicks and conversions
Creative Strategy
- Lead with offer/benefit immediately - Verbal CTA by 10 seconds - On-screen CTA persistent throughout - Show product/outcome clearly - Create urgency ("Limited time," "While supplies last")
3. YouTube Shorts Ads
What It Is
Full-screen vertical video ads appearing in the YouTube Shorts feed (YouTube's answer to TikTok).
Specs
- Length: Up to 60 seconds (recommended 15-30 seconds) - Aspect ratio: 9:16 (vertical only) - Resolution: 1080x1920 minimum - Placement: Appears between organic Shorts content
How Pricing Works
CPV or CPM:- Often cheaper than standard TrueView ($0.08-0.25 CPV) - Viewers scroll past (not click "skip"), so engagement signals differ
When to Use
Best for:- Reaching Gen Z and younger Millennials (18-34) - Mobile-first brands - UGC-style authentic content - Quick product showcases - Testing creative concepts cheaply
Not ideal for:- Detailed product explanations (too short, too fast) - Older demographics (35+, though growing) - Horizontal/landscape creative
Creative Strategy
Think TikTok, not traditional ads:- Fast pacing, quick cuts - Hook in first 2 seconds (even faster than standard YouTube) - Vertical framing (close-ups, faces) - Authentic, raw, unpolished aesthetic often performs better than slick production - Native feel (blend with organic content)
Avoid:- Repurposing horizontal video (looks terrible cropped) - Slow, cinematic pacing - Long text blocks (unreadable on mobile)
4. Bumper Ads (6-Second Non-Skippable)
What It Is
Ultra-short, non-skippable ads that play before YouTube videos.
Specs
- Length: Exactly 6 seconds (not 5, not 7—must be 6) - Aspect ratio: 16:9 (landscape) - Resolution: 1080p minimum
How Pricing Works
CPM (Cost Per 1,000 Impressions):- You pay for every 1,000 times ad is shown - Average: $4-10 CPM
No skip button = guaranteed 100% view-through rateWhen to Use
Best for:- Brand awareness bursts - Reinforcing longer TrueView campaigns (show bumper after someone watches full TrueView) - Product launches (short, punchy announcements) - High-frequency reach campaigns
Not ideal for:- Explaining anything complex (6 seconds is too short) - Direct response (no time to drive action) - Standalone campaigns (works best paired with longer ads)
Creative Strategy
6 seconds is brutal. Focus on ONE thing:- Single product shot + brand name - One-line memorable tagline - Logo + simple benefit statement
Examples:- "Coffee that doesn't taste burnt. [Brand]." - [Product shot] "Available now at [Brand].com" - "The running shoe podiatrists recommend. [Brand]."
Avoid:- Multiple messages (information overload) - Complex visuals (no time to process) - Anything requiring thought or decision
Optimization Tips
- Use as frequency cap follow-up (after someone watches longer ad) - Test different single messages (benefit vs. social proof vs. offer) - Pair with TrueView campaigns for full-funnel coverage
5. Video Discovery Ads
What It Is
Thumbnail + text ads appearing in YouTube search results, next to related videos, or on the homepage. Viewers click to watch your video.
Where They Appear
- YouTube search results: When people search for keywords - Related videos: Next to videos viewers are watching - YouTube homepage: Alongside recommended content
Format
- Thumbnail: Custom image from your video - Headline: Up to 100 characters - Description: Up to 2 lines of text
How Pricing Works
CPV (Cost Per View):- You pay when someone clicks your thumbnail to watch video - Average: $0.10-0.35 CPV
Key difference: Unlike in-stream ads, viewers actively choose to watch (higher intent).When to Use
Best for:- Reaching people actively searching for solutions/products - Evergreen content (tutorials, how-tos, reviews) - Growing YouTube channel subscribers - Low-pressure awareness (viewers opt in)
Not ideal for:- Urgent campaigns (lower volume than in-stream) - High-frequency reach - Viewers who don't actively search/explore YouTube
Targeting Strategy
Keyword targeting works best:- "how to clean [product type]" - "best [product] for [use case]" - "[product] review" - "[competitor] alternative"
Placement targeting:- Specific videos related to your niche - Competitor product review videos - How-to content adjacent to your product
Creative Strategy
Thumbnail is everything (determines click rate):- Clear, compelling image - Readable text overlay (if used) - High contrast - Faces perform well (human connection)
Video content:- Deliver on thumbnail promise (avoid clickbait) - Provide genuine value (viewers chose to watch) - Include CTA but don't hard-sell immediately - Longer-form content works (viewers expect it)
6. YouTube Shopping Ads
What It Is
Video ads connected to your Google Merchant Center product feed, showing browsable products directly in the ad.
Format
- Video plays (skippable TrueView format) - Product carousel appears below/beside video - Viewers can browse and click products without leaving YouTube
Requirements
- Google Merchant Center account with approved product feed - YouTube channel linked to Merchant Center - Video content showcasing products in feed
How Pricing Works
CPV or CPA:- Similar to TrueView for Action - Can optimize for product clicks or conversions
When to Use
Best for:- Brands with large catalogs (10+ SKUs shown) - Products with strong visual appeal - Driving product discovery and direct sales - Showcasing multiple items in one campaign
Not ideal for:- Single-product brands (no catalog to browse) - Service-based businesses (requires physical products) - Brands without Merchant Center feed
Creative Strategy
- Show multiple products from catalog in video - Create "shoppable" moments (highlight products featured in carousel) - "Shop the look" or "Shop this collection" messaging - Feature products viewers can immediately browse
Setup Tips
- Ensure product feed is optimized (high-quality images, complete data) - Group products by collection or category - Use dynamic retargeting to show products viewers browsed on site
Choosing the Right Format: Decision Framework
By Campaign Objective
Goal: Brand Awareness→ Use Bumper Ads or TrueView In-Stream (broad reach)
Goal: Direct Response / Conversions→ Use TrueView for Action or YouTube Shopping
Goal: Retargeting→ Use TrueView for Action (website visitors) or Bumper Ads (frequent reminders)
Goal: Product Discovery→ Use YouTube Shopping or Video Discovery (search intent)
Goal: Reaching Mobile/Younger Audiences→ Use YouTube Shorts
By Budget
Limited budget (<$1,000/month):→ Start with TrueView In-Stream retargeting only (highest ROI)
Moderate budget ($2,000-5,000/month):→ TrueView for Action (prospecting) + TrueView In-Stream (retargeting)
Larger budget ($5,000+/month):→ Multi-format: TrueView for Action + Shorts + Bumper Ads + YouTube Shopping
By Product Type
Visual, demonstrable products (beauty, fitness, home):→ TrueView In-Stream, YouTube Shopping, Shorts
Complex products requiring education:→ TrueView In-Stream (longer-form), Video Discovery (search intent)
Impulse-buy, low-consideration:→ Shorts, TrueView for Action (quick conversions)
Multi-Format Campaign Strategy
Most successful ecommerce brands use multiple formats together, not one in isolation.
Full-Funnel Example
Top of Funnel (Awareness):- Bumper Ads: 6-second brand introduction - TrueView In-Stream (broad targeting): 30-second product storytelling
Middle of Funnel (Consideration):- Video Discovery Ads: Target "how to choose [product]" searches - YouTube Shorts: Quick product demos and UGC content
Bottom of Funnel (Conversion):- TrueView for Action: Retarget website visitors with offer - YouTube Shopping: Dynamic remarketing showing exact products viewed
Frequency: Viewers see bumper ad → watch TrueView → research via Discovery → convert via TrueView for Action. Full journey.Common Format Mistakes
1. Using TrueView In-Stream for Direct Response
TrueView In-Stream = awareness. If your goal is conversions, use TrueView for Action (designed for that purpose).
2. Running Only Bumper Ads
6 seconds can't tell a complete story. Bumper ads work best reinforcing longer content, not standalone.
3. Ignoring YouTube Shorts
"We don't have vertical video" isn't an excuse. Shorts are cheaper and reach younger audiences—worth testing even if you need to shoot new content.
4. Choosing Format Based on Preference, Not Goal
"We like long-form video" doesn't mean TrueView In-Stream is right for a conversion-focused campaign. Match format to objective.
5. Not Testing Multiple Formats
Different formats reach different viewers in different mindsets. Test across formats to find what works for your brand.
How ATTN Approaches Format Selection
At ATTN Agency, we choose formats based on funnel stage and historical performance data.
Our default stack for ecommerce:- Video Discovery as primary format (low volume for most brands) - Bumper-only campaigns (insufficient storytelling) - Format selection without clear objective
Real example: For a home goods brand, we launched with TrueView for Action retargeting (3.8:1 ROAS) and TrueView In-Stream prospecting (1.6:1 ROAS). Added YouTube Shorts month 2 (vertical UGC-style demos) driving 2.2:1 ROAS at 40% lower CPV. Multi-format approach delivered 2.4:1 blended ROAS vs. single-format testing.Conclusion
Quick reference:- Want conversions? → TrueView for Action - Want awareness? → TrueView In-Stream or Bumper Ads - Want to reach mobile/Gen Z? → YouTube Shorts - Large product catalog? → YouTube Shopping - Search intent? → Video Discovery
Most brands succeed with a 2-3 format approach:
Start simple (one format, prove it works), then layer additional formats based on performance and objectives.
Ready to build a multi-format YouTube strategy? Work with ATTN Agency to test, optimize, and scale video ads that actually drive revenue. Related reading:- YouTube Ads for Ecommerce: Complete Guide - YouTube Ads Cost: What to Expect and How to Budget - How to Create YouTube Ads That Don't Get Skipped