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YouTube resource guide

YouTube ad specs for in-stream, in-feed, bumper and Shorts ads

Every YouTube video ad spec in one place: sizes, files and lengths for each format, the copy limits Google Ads sets by campaign type, and the checks we run before a YouTube campaign goes live.

Specs checked 3 October 2026 against YouTube's guide to video ad formats

See every specTalk to Our Team
1920 × 1080 px16:9 · 1080p recommended · 256 GB max

Your headline, written to 40 charactersHeadline · 40 max in Demand Gen

A description that gives the viewer a reason to click.Description · 90 max

Your BrandBusiness name · 25 max

Skippable in-stream, skip after
5 seconds
Bumper ad, max length
6 seconds
Shorts feed plays up to
60 seconds
Recommended 16:9 size
1920 × 1080

Creative specs

YouTube video ad specs by format

Google lists six YouTube video ad formats. Five can be bought in Google Ads auctions, and Masthead is reservation only. Every format runs from a video hosted on YouTube, so the file specs are shared and the length, skip and copy rules change by format.

01Specs for all YouTube formats

The file specs every format shares. YouTube adjusts the video to each screen without stretching or cutting it off.

Recommended (1080p)
1920 × 1080, 1080 × 1920 or 1080 × 1080 px
Minimum (720p)
1280 × 720, 720 × 1280 or 480 × 480 px
Ratios
16:9, 9:16 and 1:1; 4:5 and 2:3 vertical also accepted
File type
.MPG (MPEG-2 or MPEG-4) recommended; MP4, MOV, AVI, WebM, ProRes and HEVC also accepted
File size
256 GB max; audio-only files are not accepted
Hosting
Upload to YouTube first; unlisted videos work
Thumbnail
1280 × 720 px (16:9), JPG, GIF or PNG, under 2 MB
Companion banner
300 × 60 px, up to 150 KB, desktop only

02Skippable in-stream ads

Plays before, during or after other videos on YouTube and Google video partners. Viewers can skip after 5 seconds.

Skip
After 5 seconds
Length
No maximum, under 3 minutes recommended
Paid with CPV
At 30 seconds watched, the whole ad if shorter, or an interaction
Other bidding
Target CPM, Target CPA and Maximise conversions pay per impression
Headline (Demand Gen)
40 characters, at least 3 unique headlines
Demand Gen minimum
Videos under 10 seconds will not serve in-stream
Campaigns
Demand Gen, Video view, Video reach, Performance Max, App campaigns for installs and Reservations

03Non-skippable in-stream ads

Plays before, during or after other videos without a skip button, so viewers see the whole message.

Length
15 to 60 seconds, depending on campaign subtype
15 second ads
Videos of 7 to 15 seconds
30 second ads
16 to 30 seconds, horizontal only, shown mainly on connected TVs
30 or 60 seconds
Tick the box when you set up a Non-skippable reach campaign
Bidding
Target CPM, paid per impression
Campaigns
Video reach and Reservations
Remarketing
Viewers cannot be added to remarketing lists

04In-feed video ads

A thumbnail and text in YouTube search results, next to related videos and on the mobile Home feed. People click to watch.

Where it runs
YouTube Search, Watch Next, Home feed and the Subscriptions feed on mobile and tablet
Length
No maximum
Paid
On a click to watch, or 10 seconds of autoplay in Video view campaigns
Long headline (Demand Gen)
90 characters, at least 3 unique
Description (Demand Gen)
90 characters, at least 3 unique
Name shown
Your YouTube channel name
Video reach note
Vertical videos do not serve on in-feed inventory

05Bumper ads

A short message viewers cannot skip, built for broad reach. Plays before, during or after other videos.

Length
6 seconds max, 5 seconds min
Skip
Not skippable
Best practice asset
Horizontal, 6 seconds
Bidding
Target CPM, paid per impression
Campaigns
Video reach, Reservations and App campaigns for installs
CTA (Video reach)
10 characters, with an optional 30 character headline
YouTube TV
Some bumper ads can also show there

06YouTube Shorts ads

Ads that sit between organic Shorts and feel like them. Viewers can swipe past at once, and the ad shows again if they scroll back.

Ratio
9:16 recommended; horizontal shows with blurred top and bottom
Length
Up to 3 minutes; the first 60 seconds play in the feed
Recommended length
Under 60 seconds; 10 to 30 for action-focused ads
Description
90 characters max, 1 line shows on mobile
Headline
40 characters recommended for the mobile CTA card
CTA button
Shows at 3 seconds in App, Demand Gen and Performance Max; 10 seconds in Video view and Video reach
Paid view
10 seconds watched, a CTA click, or a like, comment or share
Devices
Mobile, tablet, desktop and connected TV

Character limits

YouTube length and copy limits at a glance

Length and skip rules come with the format. Copy limits come with the campaign type, so write to the campaign you are building.

YouTube length and copy limits at a glance
FormatVideo lengthSkipCopy limits
Skippable in-streamNo max, under 3 minutes recommendedAfter 5 secondsHeadline 40 in Demand Gen
Non-skippable in-stream15 to 60 seconds by subtypeNo skipCTA 10, CTA headline 30 in Video reach
In-feed videoNo maxClick to watchLong headline 90, description 90 in Demand Gen
Bumper6 seconds maxNo skipCTA 10, CTA headline 30 in Video reach
Shorts3 minutes max, first 60 seconds playSwipe away any timeDescription 90, headline 40 recommended

Creative testing

What to test in YouTube creative

Treat these as test ideas, not rules. Several come from Google's own guidance, but results still depend on your audience, offer and landing page.

Video tests

  1. 15 seconds against longer

    Google's recommended length for in-stream and in-feed is 15 seconds. Test it against a longer story for the same offer.

  2. Native vertical

    Shorts favour 9:16, and horizontal videos show there with blurred bars. Test a vertical edit against your horizontal master.

  3. Sound in Shorts

    Google says sound in Shorts ads has lifted conversions by over 20%. Test voiceover against music only.

  4. Creator-style edits

    Google suggests Shorts that blend in with organic content. Test a creator-led cut against a polished brand edit.

  5. Video enhancements

    Google can generate vertical versions of horizontal videos. Test them against a vertical cut you edit yourself.

Copy and asset tests

  1. Headline angles

    Demand Gen asks for at least 3 headlines of up to 40 characters. Give each a different angle: price, proof or outcome.

  2. Long headlines

    In-feed ads use the 90 character long headline. Test a benefit line against a specific result.

  3. Thumbnails

    In-feed ads lead with a thumbnail. Test a product close-up against a person on screen.

  4. Shorts CTA card

    Add a 40 character headline and a 90 character description so mobile Shorts ads can show the CTA card, then test the wording.

  5. Orientation mix

    App campaigns take up to 20 videos in each of 16:9, 9:16 and 1:1. Test the same concept in all three.

Before launch

Eight checks before a YouTube campaign goes live

  1. Host on YouTube

    Every video ad must be uploaded to YouTube first. Set it to unlisted if you do not want it public on your channel.

  2. Match length to format

    Bumpers stop at 6 seconds, and Demand Gen videos under 10 seconds will not serve in-stream.

  3. Know the paid moment

    Skippable CPV ads charge at 30 seconds or an interaction, and Shorts views count at 10 seconds. Land the message before then.

  4. Use the safe zones

    Google's universal safe zone templates show where overlays, buttons and CTAs sit. Keep logos and supers inside the safe area.

  5. Cover every orientation

    Upload horizontal, vertical and square versions so the campaign can serve each placement with a native fit.

  6. Write to the campaign

    Headline limits differ: 40 in Demand Gen, 30 in App campaigns and 90 in Video reach. Write to the smallest you will use.

  7. Label AI content

    Google flags AI rules in the EU, India and New York. Use the AI label setting when an asset was made or edited with AI.

  8. Preview before launch

    Use the in-platform preview to check the in-stream, in-feed and Shorts versions before the campaign goes live.

FAQ

YouTube ad specs, answered

Short answers to the questions we hear most when teams prepare YouTube creative.

What size should a YouTube video ad be?

1920 × 1080 px for 16:9, 1080 × 1920 px for 9:16 or 1080 × 1080 px for 1:1, all at 1080p, are Google's recommended sizes. The 720p minimums are 1280 × 720, 720 × 1280 and 480 × 480 px, and files can be up to 256 GB.

How long can a YouTube ad be?

6 seconds for a bumper, 15 to 60 seconds for non-skippable in-stream, and no maximum for skippable in-stream or in-feed ads, though Google recommends under 3 minutes for skippable. Shorts ads can run 3 minutes, but only the first 60 seconds play in the feed.

When can viewers skip a YouTube ad?

After 5 seconds on skippable in-stream ads. Non-skippable in-stream and bumper ads cannot be skipped, and viewers can swipe past a Shorts ad at any time.

When do you pay for a skippable YouTube ad?

At 30 seconds watched with CPV bidding, or the whole ad if it is shorter, or when someone interacts, whichever comes first. With Target CPM, Target CPA or Maximise conversions bidding you pay per impression.

What are the YouTube Shorts ad specs?

9:16 vertical video up to 3 minutes long, with only the first 60 seconds playing in the Shorts feed and under 60 seconds recommended. Descriptions are capped at 90 characters, and Google recommends a 40 character headline for the mobile CTA card.

Do YouTube Shorts ads only show on mobile?

No, Shorts ads also serve on tablet, desktop and connected TV, where descriptions get 2 lines instead of the 1 line on mobile. Google still advises building for mobile first so assets render well everywhere.

What are the YouTube ad character limits?

40 characters for a Demand Gen headline, 90 for its long headline and description, and 25 for the business name. App campaigns allow 30 character headlines and 90 character descriptions, and Video reach campaigns allow 90 for each plus a 10 character CTA.

What video specs do YouTube App campaigns use?

Up to 20 videos in each of 16:9, 9:16 and 1:1, with 10 to 60 seconds recommended. App campaigns also take up to 5 headlines of 30 characters and 5 descriptions of 90 characters, and every video must be on YouTube first.

Sources. Specs checked on 3 October 2026 against YouTube's guide to video ad formats, Google Ads: About video ad specs, Video ads specs and format requirements, YouTube Shorts ads: asset specs and best practices, Demand Gen video asset specifications, Video reach campaigns, Non-skippable in-stream ads for YouTube TV, App campaigns specs and format requirements. Platforms update specs often, so confirm them in the ad manager before you upload.

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