Types of YouTube Ads – Skippable, Shorts, Bumper & More

Published: 6 Apr 2026

Did you know YouTube ads can appear in at least 10 different formats, each designed to achieve various marketing goals?

Many marketers aren’t aware of all the options, which can lead to wasted budgets or poor engagement. Understanding the types of YouTube ads helps you select the right format for your objectives.

In this article, we will explore each major ad type, from skippable in-stream to shopping and Shorts ads, explaining how they work and when to use them. By knowing these formats, you can create campaigns that capture attention and drive meaningful results.

Table of Content

Different Types of Ads on YouTube
How to Choose the Right Type of Ad
Final Words
FAQs: Types of YouTube Ads

Join me as we dive into all the different types of YouTube ads.

Different Types of Ads on YouTube

YouTube advertising is one of the best ways to reach people online. With different YouTube ad formats, businesses can promote their products, services, or brands in smart ways. Each ad type works differently and serves a unique purpose.

Below are the most important YouTube ad types explained in a clear and easy way.

Skippable In-Stream Ads
Non-Skippable In-Stream Ads
Bumper Ads
In-Feed Video Ads (Discovery Ads)
YouTube Masthead Ads
Overlay Ads
Sponsored Cards
YouTube Shorts Ads
YouTube Shopping Ads

Let’s examine them one by one.

1. Skippable In-Stream Ads

Skippable in-stream ads show before, during, or after a YouTube video. Viewers can skip the ad after five seconds if they want. This makes it less annoying for viewers. These ads work well when you want to tell a story or explain a product in a simple way. The first few seconds are very important to catch attention.

You pay only if viewers watch for a certain time or click
Good for sharing stories or longer explanations
Let viewers skip if they are not interested
Works for small, medium, or large businesses
Can be creative with images, text, and video

2. Non-Skippable In-Stream Ads

Non-skippable in-stream ads must be watched fully before the video starts. These ads usually last 15–20 seconds. Since viewers cannot skip, the message is fully delivered. This type is good for short, clear messages like announcements, offers, or events.

Everyone sees the full ad
Works best for short and direct messages
Often used for promotions or new products
Costs more than skippable ads
Can be annoying if used too much

3. Bumper Ads

Bumper ads are very short ads, only six seconds long. They are not skippable and give a quick reminder about a product or brand. Because they are so short, the message must be simple and easy to remember. They are often used with other ads as part of a bigger campaign.

Six seconds long and non-skippable
Works well as a quick reminder
Helps people remember your brand
Best with clear pictures and text
Used with other ads for a bigger campaign

4. In-Feed Video Ads (Discovery Ads)

In-feed video ads show up where users are searching or browsing YouTube. They appear as video thumbnails. You can click on the ad if it looks interesting. These ads are good for attracting people who are already interested in the topic.

Show as clickable thumbnails on homepage or search results
Only play if viewers click
Great for tutorials, reviews, and educational videos
Attracts really interested viewers
Thumbnail and title are important to get clicks

5. YouTube Masthead Ads

Masthead ads appear at the top of the YouTube homepage. They are very big and get a lot of attention quickly. These ads are usually used by big brands for launches or special announcements. They are expensive but reach a huge number of people.

Displayed at the top of the YouTube homepage
Perfect for product launches or events
Can reach millions in one day
Expensive, not suitable for small businesses
Works well for brand awareness

6. Overlay Ads

Overlay ads are small banner ads that appear at the bottom of a video on desktop computers. They do not stop the video from playing. These ads are simple and less annoying for viewers. They are a good option for website links or small promotions.

Show as text or image banners at the bottom
Only visible on desktop, not mobile
Less distracting for viewers
Good for website visits or promotions
Cheaper than video ads

7. Sponsored Cards

Sponsored cards show extra information related to the video. They appear as small pop-ups that viewers can click if they want. These ads are subtle and feel helpful rather than pushy. They are great for promoting products or services in videos.

Show products or services related to the video
Clickable only if viewers are interested
Feels natural, not like a normal ad
Works well with tutorials, reviews, or how-to videos
Encourages viewers to explore without forcing them

8. YouTube Shorts Ads

YouTube Shorts ads show between short vertical videos on YouTube Shorts. They match the style of normal Shorts, so they feel part of the experience. These ads are good for quick, fun messages. They are very effective on mobile because people scroll fast through Shorts.

Shown between vertical short videos
Mobile-friendly and matches Shorts’ style
Great for short, creative messages
Works well for young audiences
Designed to catch attention quickly

9. YouTube Shopping Ads

YouTube shopping ads let viewers see products directly in a video. Viewers can click on the product and go straight to the online store. This makes buying easier and faster. Shopping ads are perfect for online stores that want to increase sales.

Show products inside videos
Click to visit the online store instantly
Ideal for e-commerce and online shops
Makes buying faster and easier
Works well with product demos or reviews

How to Choose the Right Type of Ad

Choosing the right YouTube ad type is important to get the best results. Not every ad works for every goal or audience. Your choice should depend on what you want to achieve, your budget, and who you want to reach. Picking the right ad type can save money and bring better results.

Tips to choose the right ad type:

Know your goal: Decide if you want brand awareness, more clicks, or direct sales.
Consider your budget: Some ads, like Masthead ads, cost more, while overlay or skippable ads are cheaper.
Think about your audience: Mobile viewers, young audiences, or desktop users may respond better to different ad types.
Start simple: Test one or two ad types first before trying multiple formats.
Match the message to the ad: Use short ads for quick reminders and longer ads to tell a story.
Track results: Check analytics to see which ad types perform best for your goals.

Final Words

In this article, we have discussed types of YouTube ads in detail, explaining the strengths and purposes of each format. Choosing the right ad type depends on your campaign objectives, whether it’s brand awareness, engagement, or sales.

From my experience, a combination of skippable in-stream and in-feed ads often gives the best results for most businesses.

To help you implement these strategies effectively, we’ve prepared an FAQs section below that answers the most common questions about YouTube advertising.

FAQs: Types of YouTube Ads

Here are some frequently asked questions related to ad types on YouTube:

What are the main types of YouTube ads?

YouTube offers several ad formats, including skippable and non-skippable in-stream ads, bumper ads, in-feed ads, Shorts ads, and shopping ads. Each type is designed to achieve different marketing goals, like building brand awareness, engagement, or driving sales. Choosing the right type depends on your campaign objectives and audience.

How do skippable in-stream ads work?

Skippable in-stream ads play before, during, or after a video, and viewers can skip them after 5 seconds. You only pay when someone watches at least 30 seconds or interacts with the ad. They are great for storytelling and sharing detailed product information with interested viewers.

What are YouTube banner ads, and where do they appear?

YouTube banner ads are image-based display ads that appear at the top or side of videos on desktop. They are less intrusive than video ads and are designed to drive clicks to your website or landing page. Banner ads work best for brand visibility and simple promotions.

Can I run YouTube ads on a small budget?

Yes, YouTube advertising works for all budgets, from small startups to large brands. You can start with in-stream ads or overlay ads, which are cost-effective and let you pay only when people watch or click. Testing different ad types on a smaller scale helps you find what works best before investing more.

What’s the difference between in-feed ads and Shorts ads?

In-feed ads appear as clickable thumbnails in search results, related videos, or the homepage, and only play when viewers click them. Short ads appear between short vertical videos in the Shorts feed and are designed for fast, mobile-friendly engagement. Both formats are effective but serve different user behaviours and campaign goals.

How do I choose the right type of advertising on YouTube?

Choosing the right type of advertising on YouTube depends on your marketing goal. For awareness, use non-skippable or bumper ads. For engagement or conversions, consider in-stream, in-feed, Shorts, or shopping ads, depending on your audience and message.

Are YouTube ads suitable for e-commerce businesses?

Absolutely! Ads like shopping ads and skippable in-stream videos can directly showcase products and drive viewers to buy online. Combining multiple ad types increases engagement and helps e-commerce brands convert viewers into customers. Even small businesses can benefit by targeting the right audience with creative ads.