Both skippable and non-skippable YouTube ads can be effective, but each is typically better suited for different strategies. Non-skippable ads are ads that are 15-20 seconds in length and cannot be skipped over. These ads can be controversial as users complain they are too aggressive, and because the audience must watch them, they are more expensive. That said, non-skippable ads can be very effective and are usually recommended when your primary goal is to raise awareness for your brand.
As the name suggests, Skippable Ads do not need to be watched in their entirety – after the viewer watches 5 seconds of your ad, they have the option to click the ‘Skip’ button. These ads are typically considered less aggressive, and they are cheaper as you do not have to pay for them unless the viewer watches 30 seconds of your video. Because of all these factors, Skippable Ads are often considered more ideal for lead generation or reach.