Creative

One spot for all surfaces works properly in none

Q: How long may a bumper be?

Six seconds, at least five (Source: Google Ads-Hilfe, Videoanzeigenformate).

The platforms set the frames: bumper ads are six seconds, non-skippable in-stream ads run 15 to 60 seconds, for YouTube Shorts Google recommends less than 60 seconds g-video. Demand Gen takes videos in landscape, portrait and square plus images in the aspect ratios 1.91:1, 4:5 and 1:1 g-demandgen. A single spot, cropped to fit everything, meets these frames formally and loses substantively in every one.

What we do: We produce a separate version per placement, put the message in the first seconds, make every creative readable without sound and create all aspect ratios in one pass; your spot works where it runs instead of half-working everywhere.

By Robin Kardinal, Chief Operation Officer (COO)

Last updated on 5 October 2026

What it is about and when it becomes relevant

The platforms' frames

Skippable in-stream ads have no fixed cap; Google recommends under three minutes. Non-skippable ones run 15 to 60 seconds depending on the campaign subtype. Bumpers are six seconds, at least five. For Shorts, Google recommends less than 60 seconds g-video. Demand Gen expects videos in landscape, portrait and square g-demandgen.

Why cropping is not enough

A landscape cut cropped to portrait loses exactly what sits at the edges, and that is often the message. A 30-second spot cut to six contains the beginning and end of a story, but no complete thought.

When it becomes relevant

As soon as video budget runs on several surfaces at once. Then the format coverage decides how much of the booked reach can actually be served.

Common mistakes and how you spot them

The message arrives too late

How you spot itWith skippable ads, most viewers drop off in the first seconds, and the brand name only falls after that.

Text at the edges of the frame

How you spot itIn portrait, overlays are cut off. Visible in the preview already, but only if someone looks at it in the target format.

Bumper as a short cut

How you spot itThe six seconds tell the beginning of something. Bumpers carry exactly one thought, not the opening of one g-video.

Sound-off case never considered

How you spot itWithout sound, nothing intelligible remains of the creative. In the feeds that is the norm, not the exception.

How we go about it

One dedicated version per surface
Portrait for Shorts and feeds, landscape for in-stream, each with its own composition instead of the same cut g-video.
The message up front
We put the core message into the first seconds and build the reasoning behind it, not the other way round.
Make it readable without sound
Every creative works muted, with overlays inside the safe area.
All formats from one production
All required aspect ratios are produced in one pass g-demandgen, so nothing has to be cropped later.

Frequently asked questions

How long may a bumper be?

Six seconds, at least five g-video.

Which aspect ratios do I need for Demand Gen?

For images 1.91:1, 4:5 and 1:1, for videos landscape, portrait and square g-demandgen.

Can I use my TV material?

As raw material yes, as a finished creative rarely. The frames are different, and a structure aimed at 30 seconds does not carry in six g-video.

Do I need subtitles?

In the feeds practically always, because viewing there happens without sound. A creative that says nothing muted loses the largest part of its delivery.

Is this exactly where you are stuck?

Write to us about where it is stuck. Robin Kardinal and the team will look at what is concretely behind it in your case, and tell you where the biggest lever sits.

Book a meeting

Sources

Every statement about ad products comes from the official documentation of the respective platform, with the date we retrieved it. Products change; if something looks outdated to you, write to us and we will check it.