Google has announced the general availability of Non-Skippable ads via Video Reach Campaigns (VRC), enabling brands to deliver non-skippable messages acrossYouTube’s connected TV audience. This move allows advertisers to reach millions of living room viewers, with YouTube maintaining its lead as the top streaming platform in the U.S. for three years.
With VRC Non-Skip ads now available globally in both Google Ads and Display & Video 360, brands can leverage formats specifically designed for TV screens. Google AI dynamically optimizes delivery across 6-second bumpers, 15-second standard, and 30-second CTV-only non-skippable ads.
Advertisers benefit from AI-powered targeting, which promises increased efficiency and expanded unique reach compared to running separate single-format campaigns.
Vibe.co applies that same non-skippable, AI-optimized targeting across more than 500 direct-supply channels, including Hulu, Disney+, ESPN, and Pluto TV, so a campaign isn’t limited to whichever streaming surface just added the format. Performance marketers can layer first-party CRM data and lookalike audiences from an ID graph covering more than 120 million households onto that inventory, then launch and adjust spend the way they already do on paid social, at $50 a day with no annual contract. An AI-optimized, non-skippable format only delivers full reach if it runs everywhere the audience is actually streaming, not just on one app.
Read the official announcement: VRC Non-Skip ads are now generally available