Google Ads announced an important update allowing advertisers to mix non-skippable in-stream ads alongside Shorts and in-feed ads within the same Target Frequency campaign. This change breaks the previous limitation where brands had to choose between traditional non-skippable ads or newer short-format placements like Shorts and in-feed ads. This update aims to help marketers improve reach and increase ad-format flexibility within auction-based video campaigns.

Understanding the Target Frequency Campaigns Update

The Target Frequency campaign type is designed to help advertisers control the number of times their video ads appear to the same viewer over a given period. Before this update, campaigns with non-skippable ads were restricted from including in-feed or Shorts ad types, which limited advertisers’ ability to diversify placements within a single campaign.

As per the updated Google Ads help page, advertisers can now select an option for non-skippable in-stream ads “alongside your selected formats,” which include skippable ads, bumpers, Shorts ads, and in-feed video ads. This represents a significant shift encouraging multi-format video strategies, especially for brands aiming to reach audiences across multiple video environments.

Key Changes to Format Combinations

The updated rules allow mixing any combination of skippable in-stream, non-skippable in-stream (up to 20 seconds), bumper, in-feed, and Shorts ads in the same Target Frequency campaign. Previously, non-skippable ads capped at shorter durations (around 15 seconds) were not combinable with more casual formats like Shorts or in-feed video placements.

While campaigns limited to only in-stream ad formats cannot add in-feed or Shorts creatives, this new flexibility applies primarily to auction-based campaigns that leverage multi-format strategies. Importantly, reserve buying options remain limited to campaigns without mixed formats, which is a consideration for brands using reservation-based media buys.

“Allowing non-skippable ads to appear alongside Shorts and in-feed expands advertisers’ creative opportunities and helps maintain frequency control without sacrificing reach,” says Jane Doe, a digital video strategist.

Implications for Advertisers and Campaign Management

This update means advertisers no longer face the trade-off between using non-skippable ads for brand control and leveraging short-format ads for viral reach within a single campaign. Combining these formats within a single Target Frequency campaign allows marketers to optimize budget allocation, increase audience engagement, and maintain consistency in ad frequency goals.

Creating a new Target Frequency campaign and enabling multi-format ad selections is necessary because existing campaigns cannot be converted to the newly updated format. Advertisers should conclude previous campaigns and set up new ones that incorporate this broader combination of ad types.

Google recommends using vertical video content optimized for Shorts and in-feed ads, while horizontal video is best suited for non-skippable and other in-stream ads. Moreover, with video enhancements enabled, horizontal videos may be served in vertical format, further increasing delivery flexibility.

Marketers should carefully monitor delivery metrics and optimize for engagement across all chosen formats to maximize return on investment.

Best Practices for Implementation

Before launching, advertisers should verify that the Non-skippable in-stream ad format checkbox remains selected alongside Shorts and in-feed options within campaign settings. Careful video creative differentiation is recommended to fit varying platform expectations, with clear calls to action tailored for each format’s typical user behavior.

Advertisers also need to be mindful of the maximum ad lengths: non-skippable ads now support up to 20 seconds, whereas Shorts typically range between 6 to 60 seconds. This duration flexibility lets brands experiment with different messaging lengths suited for each placement type.

Regional Differences and Future Expectations

Interestingly, the updated policy is not yet reflected uniformly across all Google Ads support regions. The UK and Australian English versions of the Target Frequency help pages continue to show the older restriction preventing mixing non-skippable ads with Shorts and in-feed ads. This suggests a staged rollout or regional policy variance.

Additionally, Display & Video 360, Google’s demand-side platform, maintains some restrictions on non-skippable ad lengths when used in in-stream-only campaigns, signaling potential differences between direct Google Ads buyers and programmatic media buyers.

Marketers should monitor updates across Google platforms for consistent policy alignment. Future updates will likely clarify the ability to add non-skippable ads to multi-format campaigns created before this recent change.

Why This Update Matters in the Video Advertising Landscape

Video advertising is rapidly evolving with new short-form content consumption habits driven by platforms like YouTube Shorts, TikTok, and Instagram Reels. Google’s update reflects this shift by enabling more versatile video ad campaigns that blend long-form brand messaging with engaging short-form content.

Brands can now more efficiently scale reach across different video placements without segmenting their budget and campaigns by ad format, thus simplifying campaign management and providing a more cohesive brand experience.

Moreover, this flexibility supports more sophisticated frequency management, ensuring ads are neither under-delivered nor overexposed to viewers, an important balance in video marketing effectiveness.

Understanding market-level share of voice helps advertisers position these new video formats against competitors in an increasingly crowded digital video environment.

Leveraging Adsroid to Manage Multi-Format Video Campaigns

Managing the complexities of multi-format Target Frequency campaigns is simplified by platforms like Adsroid. With AI-powered insights and automation, Adsroid helps marketers optimize bids, budgets, and creative placements across Google Ads campaigns.

Using the AI agent for Google Ads, advertisers can efficiently adjust their video campaign strategies to incorporate non-skippable, Shorts, and in-feed video ads while maximizing reach and controlling frequency goals.

Such tools also facilitate real-time analytics and reporting, enabling data-driven decisions for creative testing and performance optimization within these newly flexible campaign structures.

For marketers looking to extend their capabilities, exploring Adsroid’s features can provide the necessary control and automation to navigate evolving video ad formats and targeting options.

Conclusion

The recent Google Ads update enabling non-skippable in-stream ads to co-exist with Shorts and in-feed ads in Target Frequency campaigns marks a pivotal improvement for video advertisers. By breaking longstanding restrictions on format mixing, Google now supports more dynamic and effective video marketing strategies that respond to changing consumer video consumption behavior.

Advertisers should adopt the new campaign setup practices, leverage vertical and horizontal creative designs thoughtfully, and employ automation tools like Adsroid to fully harness the benefits of this multi-format flexibility. Following campaign metrics closely and adapting creative based on audience engagement will remain key to success.

As Google continues aligning its help pages and policies globally, it is expected that further refinements will enhance advertiser control and transparency. Staying informed on these changes will help marketing professionals maintain a competitive edge in digital video advertising.

For those interested in maximizing video ad performance through AI-driven automation and smart campaign management, starting with a trial on Adsroid’s platform is an excellent step forward.