Google launches VRC non-skip ads globally

Google is rolling out VRC Non-Skip ads, expanding how brands reach connected TV audiences on YouTube.

What’s happening. VRC (Video Reach Campaign) Non-Skips are now live globally in Google Ads and Display & Video 360. The format is built specifically for the living room experience, ensuring ads run as non-skippable placements optimized for connected TV (CTV) screens.

Why we care. YouTube has become the No. 1 streaming platform in the U.S. for three consecutive years, making the TV screen a critical battleground for brand budgets. With guaranteed, non-skippable delivery, advertisers can ensure their full message reaches viewers in premium, lean-back environments.

AI in the mix. Google AI dynamically optimizes across 6-second bumper ads, 15-second standard spots and 30-second CTV-only non-skippable formats. Instead of manually splitting budgets by format, brands can rely on AI to allocate impressions for maximum reach and efficiency.

The bottom line. Advertisers now have a simpler way to secure guaranteed, full-message delivery on the biggest screen in the house — using AI to maximize reach and efficiency across non-skippable formats without manually managing the mix.

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