What video ad formats are optimised to drive action among potential customers in decision-making moments, making it easier for them to take meaningful actions that you can measure?

Analysis of Correct Answer(s)

The question asks for video ad formats specifically optimised to drive action. Google's Video Action campaigns are designed for this exact purpose, using a combination of formats to efficiently drive conversions.

• Skippable in-stream ads: These are a core component of action-focused campaigns. They appear before, during, or after videos on YouTube and partner sites. They are effective for driving action because they can feature prominent, interactive elements like a call-to-action (CTA) button, site links, and lead forms that encourage viewers to click, sign up, or purchase.
• In-feed video ads: These ads appear in places of discovery, such as the YouTube home feed, search results, and the "Watch Next" feed. Users who click on these ads have shown higher intent, making them more likely to take the desired action on your landing page.

Combining these two formats allows Google's machine learning to find the most cost-effective placements to achieve your conversion goals.

Analysis of Incorrect Options

• Non-skippable in-stream ads: These are primarily designed for brand awareness and reach. Because viewers cannot skip them, they are best used to deliver a complete message to a broad audience, not to encourage an immediate, voluntary action.
• Bumper ads: These are very short, 6-second, non-skippable ads. Their primary goal is to deliver a quick, memorable message to maximize reach and brand recall. They are not designed to drive complex user actions like a purchase or form submission.

The other options are incorrect because they include either non-skippable or bumper ad formats, which are not the primary formats optimized for driving measurable customer actions.