If you are trying to understand ad types on YouTube, you are usually asking two things: what formats exist, and where ads show up across the viewing experience. This guide breaks down the main options in plain UK English, explains what each format is best for, and helps you choose a sensible mix based on your goal and budget.

How ads in YouTube videos actually appear

From a viewer’s point of view, ads can appear before a video starts, during the video, after the video ends, or around the video on the YouTube page. From an advertiser’s point of view, YouTube advertising sits inside Google Ads, and you choose a campaign goal, targeting, and creative. The system then serves your ads across YouTube and, in some cases, Google video partners.

It also helps to separate two ideas:

• Placement: where the ad shows up (before, during, after, or alongside content).
• Format: what the ad looks like (skippable video, bumper, in feed, overlay, masthead).

Ad types on YouTube (formats you can run today)

Below are the core formats most UK advertisers will come across. Names in Google Ads change over time, but the viewer experience stays broadly the same.

Skippable in stream video ads

These play before, during, or after a video. Viewers can usually skip after 5 seconds. This format is often the best starting point because it gives you reach and flexibility without forcing the full message on everyone.

• Best for: awareness, consideration, and driving action when paired with a strong offer and landing page.
• Creative tip: make the first 5 seconds do the work. Show the product, the problem, or the outcome immediately.

Non skippable in stream video ads

These are shorter ads that viewers cannot skip. They can work well for broad awareness, but they are easy to get wrong if the message is unclear or the targeting is too wide.

• Best for: short, simple messages and brand recall.
• Watch out: if your creative is weak, you can create negative sentiment quickly.

Bumper ads (6 seconds)

Bumper ads are very short non skippable ads designed for reach and frequency. They are useful when you want to reinforce a message rather than explain something complex.

• Best for: top of funnel reach, launches, and supporting longer video creative.
• Creative tip: focus on one idea only. One benefit, one proof point, one call to action.

In feed video ads (formerly video discovery)

These appear in places where people browse, such as YouTube search results, the Home feed, or alongside related videos. The viewer chooses to click, so intent can be higher than in stream formats.

• Best for: consideration, product education, longer demos, and content led campaigns.
• Creative tip: treat the thumbnail and title like an organic YouTube video. Make the value clear.

Masthead ads

Masthead is a high impact placement on the YouTube Home feed. It is usually bought on a reservation basis and suits brands that need a big splash in a short window.

• Best for: major launches and mass reach.
• Reality check: it is not a typical small business option due to cost.

Overlay ads and companion placements (where available)

Depending on device and inventory, you may see overlays or companion style placements around the video player. These can support a video campaign but are rarely the core driver on their own.

• Best for: adding a clickable layer to reinforce an offer.

Where each format fits in the funnel

A practical way to choose formats is to start with your goal, then pick the simplest format that can achieve it.

Awareness

• Skippable in stream for broad reach with controlled cost
• Bumper ads for frequency and message reinforcement
• Non skippable in stream if your message is extremely clear and short

Consideration

• In feed video ads to capture people browsing and searching
• Skippable in stream with stronger storytelling and proof

Action and conversions

• Skippable in stream with a direct offer and clear next step
• Retargeting viewers who watched key parts of your video

Targeting options that affect performance

Even the best format will struggle if targeting is vague. YouTube targeting can be simple and still effective if you pick one or two strong signals rather than stacking too many.

Audience targeting

• Affinity: broad interests, useful for awareness.
• In market: people actively researching a category, useful for consideration.
• Custom segments: based on search terms, URLs, or apps, useful for reaching people with clearer intent.
• Your data: remarketing to site visitors or YouTube engagers, useful for conversions.

Content targeting

• Keywords: show around videos related to certain terms.
• Topics: broad categories.
• Placements: specific channels or videos. This can be powerful, but it needs regular checks.

Creative basics that matter on YouTube

You do not need a huge production budget, but you do need clarity. Most people watch with limited attention, so structure matters.

• Open fast: show the product or result in the first few seconds.
• Use simple language: one message per ad is often enough.
• Build trust: show proof such as reviews, numbers, or a recognisable process.
• Make the next step obvious: say what to do, and match the landing page to the promise.
• Design for mobile: large text, clear visuals, and readable captions.

Practical setup: a step by step approach for ad types on YouTube.

If you want a reliable starting point, use this simple plan. It works for most UK SMEs and marketing teams that need results without overcomplicating the account.

Step 1: pick one goal per campaign

Decide whether the campaign is for awareness, consideration, or conversions. Mixing goals makes it harder for Google Ads to optimise and harder for you to judge success.

Step 2: choose one primary format to start

• Start with skippable in stream if you want a balanced option.
• Use in feed if you have strong content and want higher intent clicks.
• Add bumper ads later to increase frequency once you know what message works.

Step 3: build a tight targeting test

Create two to three ad groups with different targeting types, for example:

• In market audience for your category
• Custom segment based on high intent search terms
• Remarketing to website visitors or YouTube viewers

Step 4: create two versions of the ad

Keep the offer the same, but change the opening and one key line. This gives you a fair test without turning it into a full production project.

Step 5: set a sensible budget and learning period

Give each test enough time to gather data. A common mistake is switching things off after a day or two. Aim for at least a week, longer if spend is low.

Step 6: measure the right metrics

• Awareness: reach, impressions, view rate, lift studies if available
• Consideration: views, clicks, engaged views, time on site
• Conversions: cost per conversion, conversion rate, assisted conversions

Step 7: tighten and scale

Once you find a winning audience and opening hook, scale spend gradually. Then test a new creative angle rather than changing everything at once.

Common mistakes to avoid

• Leading with a logo: viewers care about the outcome first.
• Too many messages: one clear promise beats a list of features.
• Sending clicks to a generic page: match the landing page to the ad.
• Ignoring exclusions: review placements and add exclusions where needed.
• Judging success by views alone: views can be cheap but not valuable if they do not lead to the next step.

FAQ

What are the main ad types on YouTube?

The most common formats are skippable in stream ads, non skippable in stream ads, bumper ads, and in feed video ads. Larger brands may also use masthead placements.

Why am I seeing ads in YouTube videos even on channels I follow?

Creators can monetise videos with ads, and YouTube also serves ads based on viewer signals and advertiser targeting. Following a channel does not remove ads.

Which YouTube ad format is best for small businesses in the UK?

Skippable in stream is usually the best starting point because it is flexible, works across funnel stages, and lets viewers skip if it is not relevant.

How long should a YouTube ad be?

It depends on the format. Bumper ads are 6 seconds. Non skippable ads are short by design. Skippable ads can be longer, but you should communicate the main point in the first 5 seconds.

Can I choose the exact videos my ads appear on?

Yes, you can use placement targeting to select specific channels or videos. You can also add exclusions to avoid content that does not fit your brand.

How do I reduce wasted spend on YouTube ads?

Start with tight targeting tests, use clear creative hooks, review placement reports, add exclusions, and optimise towards the metric that matches your goal rather than chasing cheap views.