What two video ad formats are optimised for engagement and designed to help customers think of you first when they're looking to buy?

Analysis of Correct Answer(s)

The two formats designed to build consideration and drive engagement are skippable in-stream ads and in-feed video ads. They align with the goal of making customers think of you when they're ready to buy.

• Skippable in-stream ads: This format excels at capturing attention. When a user chooses not to skip after five seconds, it signals genuine interest. This voluntary engagement is a key indicator of consideration. Advertisers only pay when a user watches for 30 seconds (or the full ad if shorter) or interacts with the ad, making it cost-effective for engaging interested viewers.

• In-feed video ads: These ads appear in discovery contexts, like YouTube search results or the home feed. They invite users to click and watch. This action requires a high level of user intent, making it a powerful format for reaching people who are actively exploring content related to your product or service.

Analysis of Incorrect Options

The other formats are optimized for different goals, primarily awareness and reach, rather than engagement and consideration.

• Non-skippable in-stream ads: These are built for Awareness. They force a view to deliver a complete message to a broad audience but are not designed to measure or optimize for voluntary user engagement.

• Bumper ads: These are six-second, non-skippable ads created for massive Reach and Awareness. Their goal is to deliver a short, memorable message quickly, not to drive deeper consideration.