Google has announced the global availability of Video Reach Campaigns (VRC) Non-Skip advertisements. The new advertising format is now accessible through Google Ads and Display & Video 360.
The company stated that the rollout is designed to reach audiences watching content on television screens, noting that YouTube has remained the most watched streaming service in the United States for three consecutive years.
The non-skippable format is specifically optimised for Connected Television (CTV) delivery. Because viewers cannot skip the advertisement, the format ensures that the entire promotional message is delivered to the audience. Google added that the format is designed to capture viewer attention on larger television screens, particularly within traditional living room viewing environments.
The campaign tool uses artificial intelligence from Google to dynamically manage the delivery of different video formats. The system automatically rotates between six second bumper ads, standard fifteen second videos, and thirty second non-skippable formats, available exclusively on Connected Television.
The company noted that this automated process helps deliver campaigns to the right audience at the most suitable time without requiring manual adjustments.
As per the company, the use of artificial intelligence is intended to improve the overall performance of media campaigns. By automatically optimising distribution across multiple non skippable formats, the system aims to deliver greater efficiency, broader unique reach, and stronger campaign impact compared with manually managed single format advertising campaigns.
