Non skippable in stream ads cost

The non skippable in stream ads cost is always a point that requires careful consideration for many brands because it is not merely a price but also reflects how the platform evaluates the value of each impression. Since this format compels viewers to receive the entire content, the system prioritizes videos that can maintain high concentration and sets the price accordingly. The non skippable in stream ads cost is therefore not fixed daily but changes according to viewing behavior, video quality, and competition at any given moment. Properly understanding how the price is formed helps brands avoid guesswork and correctly interpret market signals.

The Nature of Non-Skippable In-Stream Ads

The cost of the forced-view format is determined by how the platform assesses the level of attention viewers dedicate to the video. When users do not have the right to skip, the system must ensure that each impression delivers sufficient value to justify a higher price than other formats. Consequently, the cost not only depends on the time of distribution but is also influenced by viewing behavior, competition, and seasonal changes. These factors combine to create a price that has a stable threshold but still fluctuates according to creative quality and campaign objectives.

Determining the Price from the Moment of Entering a Viewing Session

As soon as a user enters a new viewing session, the platform begins to evaluate their intent to concentrate. If the system determines that the viewer has a high level of attention, the non-skippable ad is inserted at a commensurate price. When signals indicate they are fast-browsing or frequently switching topics, the price is adjusted to avoid wasted impressions. This means the price is set per session, not fixed per day. The system aims to ensure that every ad insertion occurs at a moment when the viewer is likely to fully receive the content.

Why the Duration is Short but the Cost is Still High

Although the duration is typically only 6 to 15 seconds, the cost remains high because this format ensures viewers are fully exposed to the entire message. The value lies in the continuous attention time, not the length. In those short few seconds, the brand is guaranteed that there is no viewer drop-off midway. This increases memorability and creates a strong recognition effect, leading the system to set the price at a higher threshold. The short duration also puts pressure on creativity, forcing the message to be precise and the visuals to be clear right from the first second.

Why the Forced-View Format Always Has a Distinct Price Threshold

The forced-view format is always priced under a separate mechanism because it belongs to the content group with a complete acceptance rate. Since viewers cannot skip, the platform must maintain stable display quality to ensure the experience is not disrupted. This creates a minimum price that the system cannot lower, even when demand is low.

The Influence of Seasonal Advertising Demand

Seasonal advertising demand is always the strongest force impacting the price threshold of the forced-view format. During peak periods such as holidays, New Year, back-to-school season, or new product launches, many brands compete for display positions, causing the price to increase with the fill rate of the distribution session. Conversely, when market demand decreases, the price does not fall sharply because the system must still maintain display quality for the required format. This creates relative stability, but still enough fluctuation to reflect market conditions.

How Fluctuations in Viewing Behavior Change the Cost

Viewing behavior constantly changes from session to session, causing the platform to adjust the price to match the viewer’s reception quality. When users view attentively and tend to interact longer, the system assesses the contact effectiveness of the mandatory format as higher and keeps the price stable. If the viewing session falls into a state of quick browsing or constant topic switching, the platform restricts distribution to avoid wasted impressions, causing the cost to temporarily increase. This change occurs over a short period but is enough to create fluctuations that advertisers need to monitor.

Competition Intensity and Pressure on Cost

Competition intensity is a factor that directly pressures the cost because the forced-view format has a limited number of positions. When many brands bid for the same group of viewers, the platform prioritizes content that best meets the criteria for quality and ability to maintain attention. This drives the price up to allocate positions among advertisers. When competition decreases, the cost slightly lowers but still maintains the basic threshold because the platform must keep a minimum price for the viewing experience. Competition intensity pressures the cost in three main directions:

• Price is pulled up by bidding pressure: The denser the competition, the higher the bid climbs because each advertiser must pay more to secure a display slot.
• The platform prioritizes campaigns with sufficient quality and price: Campaigns with good quality but low prices can still be pushed down, as the platform needs to maximize the value of each impression during high-demand sessions.
• Pressure to maintain the minimum price threshold: The system maintains the price at the threshold and then pushes the increase based on market conditions. This creates the feeling that the price is always “stretched” whenever the advertiser frequency increases, even if viewer demand is unchanged.

How the Platform Calculates Non Skippable In Stream Ads Cost

The non-skippable in-stream ads cost is determined based on how the platform evaluates the value of each appearance on the user’s screen. Because this is a format that compels viewers to watch the entire maximum duration of 15 seconds, the system prices it using a CPM model, meaning the cost is calculated for every 1,000 impressions. This mechanism helps the platform maintain stable distribution while reflecting the competition level at the time the ad appears.

Calculation Method

The platform applies a CPM pricing point, and you pay for every 1,000 impressions regardless of whether the viewer interacts or not. For example, when you set a price of 1 million VND for 1,000 impressions, the system will record that cost after the ad has appeared a sufficient number of times. Since the ad is non-skippable, every impression is viewed completely, creating a more stable price basis than skippable formats. This is also why CPM is generally higher, as the exposure value is much greater.

Bidding Strategy

To adjust the cost to match reach objectives, the platform applies the tCPM (Target CPM) strategy to help you maintain your desired average price. You only need to set a target CPM, and the system automatically optimizes within that range to achieve the widest reach. This strategy is particularly suitable for campaigns aimed at awareness or those needing to secure a large number of appearances in a short period. When competition increases, the platform can flexibly raise or lower the bid to maintain stable distribution performance.

Simple Bidding Guide

Step 1: Go to Campaign → Bidding section → Select “Target CPM” This is the most basic step. When you choose tCPM, Google will understand how much you want to pay on average for 1,000 impressions, and all subsequent distribution will revolve around this figure.

Step 2: Enter your desired CPM level Example: You want to keep the cost around 70,000–100,000 VND/1000 impressions → you enter the desired amount. Google will automatically optimize to keep the average as close as possible while ensuring distribution is not blocked.

Step 3: Monitor daily competition The CPM of non-skippable ads is highly susceptible to competition fluctuations.

• If competition is high that day: CPM will be pulled up.
• If competition is low: CPM will automatically decrease. The system adjusts automatically, so you don’t need to manually change it constantly.

Step 4: Keep the audience broad so the CPM is not choked If you target too narrowly, tCPM will be difficult to optimize and may lead to price increases. Non-skippable ads should be run on a reasonably broad audience for stable CPM and to ensure sufficient reach.

Step 5: Check the “Actual CPM” not just the “Target CPM” If the actual CPM is 20–30% higher than the target for many consecutive days: → the market competition is increasing → you can slightly raise the tCPM to maintain distribution.

Step 6: Be patient for the first 3–5 days tCPM needs time for the system to understand what price level you want to distribute at. The first day might be slightly off, but it will stabilize afterward.

Advantages

The CPM pricing mechanism offers a clear advantage because every impression guarantees that the viewer receives the entire content. This ensures your message is not cut off mid-way and increases memorability compared to the skippable format. Because users are compelled to watch the entire ad, brands can strictly control the speed of information delivery, visuals, and composition precisely. This is crucial for product launch campaigns or those needing to make a strong impression in a short time.

Duration

The duration of non skippable in stream ads is typically a maximum of 15 seconds, and in some markets, it can be extended up to 20 seconds. The ad can appear before, during, or after the viewer completes the content. Since every impression is viewed completely, the duration plays an important role in building the pace of message deployment. If the video is too slow, the reception level decreases; if it is too fast, viewers find it difficult to remember. When you are clear about the duration limit, designing the content becomes more proactive and helps the campaign run stably across different viewing sessions.

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