Ad Platform Specs
YouTube Ads Specs
YouTube ad specs are simple once you accept that format choice drives creative structure, not the other way around. A six second bumper and a skippable in stream ad are different films, and the most common failure I see is one edit trimmed to fit both.
| Format | Skippable | Length | Typical objective |
|---|---|---|---|
| Skippable in stream | After 5 seconds | No hard maximum, keep under 3 minutes | Consideration and conversion |
| Non skippable in stream | No | Up to 15 seconds in most markets | Reach with a full message |
| Bumper | No | 6 seconds maximum | Frequency and recall |
| In feed video | N/A, click to play | Any length | Discovery and subscribers |
| Shorts placement | Varies | Vertical short form | Reach on short form inventory |
| Asset | Requirement | Notes |
|---|---|---|
| Video file | Uploaded to YouTube | Can be unlisted, not private |
| Aspect ratio | 16:9 primary, 9:16 for Shorts | Square 1:1 also serves |
| In feed headline | Around 100 characters | Shorter reads better on mobile |
| In feed description | Two lines, around 35 characters each | Truncates aggressively |
| Companion banner | 300 x 60 | Desktop only surface |
Notes
The first five seconds are the entire media buy on skippable inventory, because that is the portion you are guaranteed to deliver. Put the brand, the problem and a reason to stay inside it. Saving the logo for the end card means paying for impressions that never identify you.
Bumpers are not trailers cut down. Six seconds holds one idea and one visual, which makes them ideal as a frequency layer around a longer hero asset rather than a standalone campaign.
Your video must be uploaded to YouTube to run, which means the ad is also a public asset with a URL, a title and a thumbnail. Treat it like a video on the channel, not a file, and you get organic value from the same production.
Google adjusts YouTube ad format availability, maximum lengths and market specific rules regularly. Confirm the current specification in the Google Ads Help documentation before committing an edit to a length.
Frequently asked questions
Should the video be public or unlisted?
Unlisted is fine and keeps the channel tidy, but public is better when the creative is good enough to earn organic views and comments. Private videos will not serve at all.
How long should a skippable in stream ad be?
As long as it holds attention and no longer. Most of my strongest performers are between 30 and 90 seconds, structured so the message is complete by 30 for anyone who leaves.
Official sources
Platforms change specifications without notice. Check the primary documentation before a launch that depends on an exact value.
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