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Digital Ads Playbook

YouTube Ads

In Depth Assessment

Unlike other highly-trafficked social media platforms, YouTube is centered around video consumption, and thus is a natural fit for ad campaigns with quality video content. Campaigns are run through Google Ads (the ad platform that also houses Google Search and Google Display) and benefits from Google’s wealth of data on users. YouTube also has a variety of inventory types at different price points, from short, affordable, non-skippable “bumper” ads (6 seconds or less), to more general non-skippable ads that are 15 seconds or less, to skippable ads of any length.

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Quick Facts

YouTube Ads
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Skill Level Needed to Buy Ads

Some Expertise Required

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Typically Managed By

Communications & Digital Staff, Ad Agencies

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Notable Targeting Capabilities

  • Demographic targeting
  • Geotargeting
  • Contextual targeting
  • Behavioral targeting*
  • Retargeting*
  • Custom list audience*

Lookalike audience**Advertisers who do not fall under the political advertising policy are able to access the starred targeting options.

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Available Creative Formats

  • Videos (6s, 15s, 30s, 60s, 60s+)

Additional Resources

Political Ads Archive Video Ads Technical Specs Google Political Content Policies YouTube Ad Mockup Tool Google Academy for Ads: Google Ads Video Google Academy for Ads: Google Ads Search Election Advertising Verification Google Ads Editor Google Tag Assistant

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