What is the ideal length for a video ad on YouTube?

The ideal length for a video ad on YouTube is generally considered to be between 15 to 60 seconds. This duration strikes a balance, allowing advertisers to deliver a concise message while providing sufficient time to engage viewers without losing their attention. With attention spans decreasing and users often skimming through content, keeping ads within this timeframe helps maximize viewer retention and ensure that the core message is communicated effectively.

Shorter ads, such as those in the 5 to 10-second range, may not provide enough time for more complex messages or brand storytelling, limiting their effectiveness. While longer ads can give more detailed information, they risk viewer disengagement, particularly if the content is not compelling enough to hold attention for 60 to 90 seconds or beyond. Consequently, a video ad length of 15 to 60 seconds is often seen as optimal for engaging audiences on YouTube while providing an adequate platform for creative expression and brand impact.