Google’s New Target‑Frequency Mix Lets Non‑Skippable Ads Run with Shorts
Google’s updated Target‑frequency rules allow non‑skippable in‑stream ads to be combined with Shorts and in‑feed ads. Learn how to set up a mixed‑format campaign and why it matters.
Google has revised its Target‑frequency help page to allow advertisers to mix non‑skippable in‑stream video ads with Shorts and in‑feed ads in the same campaign. Previously, the rule forced a choice between non‑skippable ads and the short‑form placements. The change removes that restriction and lets you run a single multi‑format campaign that includes both.
The update also expands the allowed length of non‑skippable ads from the earlier 7‑second cap to up to 20 seconds, giving more creative flexibility.
What the new mixing rule actually does
The updated page says you can select the “Non‑skippable in‑stream” checkbox and still keep the In‑feed and Shorts formats selected. The system will then serve any combination of:
- Skippable in‑stream ads
- Non‑skippable in‑stream ads (up to 20 seconds)
- Bumper ads
- In‑feed ads
- Shorts ads
Because the mix is only available for auction buying, you cannot use reserve buying for a campaign that includes both non‑skippable and short‑form placements. Campaigns limited to in‑stream formats alone still cannot add Shorts or In‑feed ads, and Google warns that doing so may reduce reach or raise CPM.
Setting up a mixed‑format Target‑frequency campaign
Our read is that the safest way to use the new mix is to start a fresh Target‑frequency campaign rather than trying to retrofit an existing one. Follow these steps:
- Create a new Target‑frequency campaign in Google Ads.
- In the Ad formats drop‑down, tick the “Non‑skippable in‑stream” box.
- Confirm that In‑feed and Shorts remain selected; they should stay checked automatically.
- Choose auction buying (the only option that supports mixed formats).
- Upload vertical video assets for Shorts (6‑60 seconds) and horizontal assets for In‑feed and non‑skippable ads (15‑second minimum for horizontal).
If you have legacy in‑stream‑only campaigns, Google’s page advises ending those campaigns and setting up a new Target‑frequency campaign to take advantage of the mix.
Creative considerations
Google suggests using vertical video for Shorts and horizontal video for In‑feed and non‑skippable ads. Because non‑skippable ads can now run up to 20 seconds, you can tell a short story that starts in a 6‑second Shorts spot and finishes in the longer non‑skippable slot, creating a narrative thread across placements.
What to do now
Audit your current video reach strategy. If you are only using skippable or non‑skippable in‑stream ads, consider launching a pilot mixed‑format Target‑frequency campaign that includes Shorts. Track metrics such as reach, CPM, and brand recall surveys to see whether the added short‑form exposure improves overall performance.
Because the rule change is reflected only on the English help page so far, keep an eye on the UK and Australian versions for consistency. If you run campaigns through Display & Video 360, note that its help page still caps non‑skippable length at 15 seconds for in‑stream‑only purchases.
The services behind this post.
Frequently asked questions.
Google’s help page says an existing campaign cannot be converted into a Target‑frequency campaign. The advised approach is to end the current campaign and set up a new Target‑frequency campaign that includes the desired formats.
No. The updated guidance states that mixed formats are only available with auction buying. Reserve buying remains limited to campaigns that use a single format type.
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