You know that mixing video ad formats is a good idea, but you aren't sure which mix is most appropriate for your goal of driving maximum reach and video completions. What mix of awareness ad formats should you use?

To achieve the dual goals of maximum reach and video completions, it's essential to use a mix of ad formats where one excels at broad, efficient audience engagement and the other ensures the message is fully delivered.

Analysis of Correct Answer(s)

The combination of skippable in-stream ads and non-skippable in-stream ads is the most effective mix for this specific objective. Here's why:

• Skippable in-stream ads are excellent for driving reach efficiently. You only pay when a user watches for 30 seconds (or the full video if shorter) or interacts with it, allowing you to reach a large audience at a potentially lower cost.
• Non-skippable in-stream ads (up to 15-20 seconds) are designed to guarantee your full message is delivered. Since viewers cannot skip them, they directly contribute to high video completion rates.

This pairing creates a balanced strategy: one format captures a wide audience, while the other ensures your story is told in its entirety to a captive audience.

Analysis of Incorrect Options

• Masthead ads are a high-cost, premium placement for massive, short-term reach (e.g., a 24-hour takeover of the YouTube homepage). They are not a standard format for a typical ongoing campaign focused on balancing reach and completions.
• Bumper ads are 6-second, non-skippable ads. While excellent for building reach and frequency with a short, memorable message, their primary goal is recall, not "video completions" in the sense of a longer narrative. They complement other formats but aren't the best choice when completions are a key performance indicator.