The average CPM on YouTube in Romania is 12-22 lei, significantly lower than Meta (18-38 lei) or Display (20-40 lei). With a good video, you can generate massive awareness at low cost and retarget viewers with more direct ads.
YouTube Ads formats: which, when and how
In-Stream Skippable (TrueView)
Ads that appear before or during a video and can be skipped after 5 seconds. You only pay if the user watches at least 30 seconds or interacts. The formula: the first 5 seconds must be irresistible.
In-Stream Non-Skippable (15 seconds)
It can't be skipped. You force the full message through: effective for brand awareness and product launches, but it has to be concise and relevant. You pay per 1000 impressions (CPM).
Bumper Ads (6 seconds)
An ultra-short, non-skippable format, paid on a CPM basis. Ideal for reinforcement and retargeting. One message, one image, one CTA. Nothing more.
In-Feed Video Ads (Discovery)
They appear in YouTube search results and in the feed. People click voluntarily: higher intent. Ideal for education, tutorials and consideration content.
YouTube Shorts Ads
The new frontier in 2026. Ads between Shorts are shown to a young, highly engaged audience. Vertical 9:16 format, maximum 60 seconds.
The structure of a winning video script
Seconds 0-5 (Hook): a provocative question, a surprising figure or a recognisable situation. “Did you know that 80% of new restaurants in Romania go under in their first year... because of a lack of customers, not bad food?”
Seconds 5-15 (Problem + Agitation): you dig deeper into the pain point. You make the user recognise themselves in the situation.
Seconds 15-25 (Solution): you introduce the brand and the main promise, simply and clearly.
Seconds 25-30 (CTA): a single, specific call to action. “Click the link below to book a consultation.”
YouTube targeting: how to reach the right audience
- Keywords: videos with specific content (e.g. you target the ad at videos about “tile installation”)
- Intent audiences: people who have recently searched Google for relevant terms
- Remarketing: website visitors or people who have interacted with your channel
- Customer Match: your imported list of customers or prospects
- Similar Audiences: lookalikes based on your converters
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