YouTube tests 30-second non-skippable ads in standard campaigns

By Anu Adegbola

Published: June 10, 2025 at 4:44 pm

Google Ads is testing 30-second non-skippable ads in regular YouTube campaigns. This format, until now, was reserved for premium placements via YouTube Reservation buys.

The details:

The 30-second non-skippables are being rolled out as a beta test.
They’re appearing alongside 15-second non-skippable ads and 6-second bumper ads, often bundled in combo formats.
Advertisers can target by keywords, audiences, and more, just like with existing in-stream formats.

Why we care. The addition of 30-second non-skippable ads means more control over message delivery, access to high-impact inventory without reservation deals, and a chance to fully capture viewer attention.

Advertiser favorite. Anthony Higman, founder and CEO of ADSQUIRE, said the 15-second non-skippable ads have long been a favourite of his due to their balance of brevity and impact. It forces viewers to watch, without being too intrusive. He thinks users will watch a 30-second ad, he wrote on LinkedIn:

Bottom line. If this beta goes wide, advertisers will have a powerful new tool. Viewers will need to get used to waiting longer for videos than they already do – or pay for YouTube Premium.

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About the author

Anu Adegbola

Paid Media News Editor, Search Engine Land

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, AdWorld Experience (Bologna, IT) and more.