Skippable video ads allow users to skip a video ad after a specific duration. Depending on your network settings, VAST version, where your creatives are hosted, and the type of demand, the duration may be configurable. #skippable
Skippable ads may provide a better user experience for viewers, demonstrate reduced content abandonment rates, and provide you with the opportunity to allow longer ads on more inventory (for example, 60+ second ads) by allowing users to skip.
See which environments and platforms support skippable video ads.
Requirements and specifications
- Requires IMA SDK 3 for implementation
- Displays a skip button after 5 seconds, by default*
- Counts as an engaged view after 30 seconds, by default, or to the end of the ad, whichever comes first*
- Provides additional metrics that can measure the effectiveness of creatives
* If your Ad Manager network uses VAST 3, you can set the maximum duration for skippable or non-skippable video in your inventory rules.
For any programmatic demand, Ad Manager uses the skippable offset set in the buyer's VAST, which allows for a value of 5 seconds.
Configure skippable video creatives
Skippable video is configured in the settings for video creatives when you traffic a video creative type.
Ad Manager hosted or externally hosted video
Video creatives that use Ad Manager hosted or externally hosted video files can set the Skippable video setting to either Enabled or Disabled.
YouTube hosted video
Publishers that use Cross-sell for YouTube and video creatives that use YouTube hosted video files set the Skippable video setting to In-stream select (rather than "Enabled").
In-stream select is a YouTube skippable creative format used in Ad Manager reservation (guaranteed) campaigns and sold on a CPM basis. There is a 30 second maximum duration for in‑stream select creatives.
Serve only short or skippable ads for short-form video
You can configure your Ad Manager network to serve only short or skippable ads for short-form video. For video content of less than 8 minutes, Ad Manager doesn't serve skippable ads with over 5 seconds of non-skip time or non-skippable video ads longer than 31 seconds to the environments you choose.
vid_d). If the vid_d parameter is not present, the content duration information from content ingestion can be used. The vid_d parameter takes precedence over the content ingestion duration.- Sign in to Google Ad Manager.
- Click Inventory, then Inventory rules, then Video settings.
- Whether you create a new ad format setting, or edit an existing setting, choose the targeting and set the "Maximum ad duration" for "Skippable video" or "Non-skippable video and audio".
- Click Save.
