Google rolls out AI-optimized non-skippable TV ads what marketers should know now

VRC Non-Skip ads now generally available

VRC Non-Skip ads sit within Google's Video Reach Campaigns for YouTube inventory on television screens. The setup focuses on non-skippable ad placements that run on connected TV devices. Google states that VRC Non-Skip ads are now available to advertisers worldwide through both Google Ads and Display & Video 360.

According to Google, VRC Non-Skip ads support three video lengths within a single campaign: 6-second bumper ads, 15-second standard non-skippable ads, and a 30-second non-skippable format reserved for connected TV. The company indicates that this structure is intended to help brands reach viewers on TV screens while keeping ads viewable from start to finish.

Key details and background

Google reports that its AI dynamically allocates impressions across the supported non-skippable formats, selecting between 6-, 15-, and 30-second units based on signals such as audience and context. According to the company, the goal is to manage reach and frequency across TV screens while delivering complete ad messages.

The company states that VRC Non-Skip campaigns are optimized for delivery on YouTube content streamed to smart TVs, streaming boxes, and similar connected TV devices in the living room. Google reports that millions of viewers watch YouTube on television screens each day.

According to Nielsen's The Gauge report for the U.S. in February 2026, YouTube ranked as the top streaming platform. Nielsen states that YouTube has held this position for three consecutive years and accounted for the largest share of TV streaming viewing time in the U.S. during the period measured.

Key product facts, as described by Google, include:

• Format: Non-skippable video ads within Video Reach Campaigns focused on YouTube connected TV inventory.
• Lengths: 6-second bumper, 15-second standard non-skippable, and 30-second connected-TV-only non-skippable ads.
• Availability: Global access through Google Ads and Display & Video 360, according to Google's announcement.
• Delivery: Optimized for connected TV devices in living rooms, targeting viewers watching YouTube on TV screens.
• Optimization: Google AI selects among supported formats within a campaign to manage delivery to target audiences.

Source citations

Product information in this article is based on Google marketing materials describing VRC Non-Skip ads for YouTube on connected TV.

Creative examples referenced by Google include a 30-second connected-TV-only non-skippable ad asset hosted on a Google domain (example asset).

Audience and ranking data for YouTube streaming share come from Nielsen, The Gauge: February 2026, U.S.