Google’s updated Target Frequency guidance now allows advertisers to combine non-skippable in-stream video ads with YouTube Shorts and in-feed ads in the same multi-format campaign. According to Google’s Target frequency documentation, advertisers can use these formats together to reach audiences across different YouTube viewing experiences without setting up separate campaigns for each format.

Previously, advertisers using Target Frequency campaigns faced restrictions when combining non-skippable ads with Shorts and in-feed placements. Selecting non-skippable ads would turn off those other formats. Google’s updated English-language campaign guidance now allows marketers to select these formats together.

Target Frequency campaigns allow advertisers to choose how often they want people to see their video ads over a week or month. Google then adjusts ad delivery to work toward that goal. However, the selected number is not a strict limit for every viewer. Some people may see the ads more often, while others may see them fewer times.

With the updated options, advertisers can combine skippable in-stream ads, non-skippable in-stream ads, bumper ads, YouTube Shorts ads, and in-feed video ads. Non-skippable in-stream ads can run for up to 20 seconds in these campaigns.

The change could make video advertising easier for businesses managing brand awareness campaigns. For example, a brand could use a short vertical video to reach people watching YouTube Shorts while also showing a longer non-skippable message during regular YouTube videos. The quality of these videos remains important, as explained in ImiliCorp’s earlier report on YouTube ad creative and campaign performance.

This approach gives marketing teams more ways to deliver a consistent brand message across different viewing experiences. However, combining more formats does not automatically guarantee stronger results. Advertisers should review campaign reach, frequency, costs, and creative performance before deciding whether the new combination is working for their goals.

However, the new combination has some limits. Campaigns that mix non-skippable in-stream ads with Shorts or in-feed ads must use auction buying. Reserve buying remains available for supported non-mixed formats. Google also says campaigns created with legacy in-stream-only settings cannot switch to multi-format ads, while campaigns originally created with the multi-format option can change their selected formats in campaign settings.

Advertisers should also check the available options in their own Google Ads accounts. While Google’s main English-language documentation describes the new combination, Google’s Australian Target frequency help page still displays the earlier restriction on mixing non-skippable ads with Shorts and in-feed ads. These differences do not necessarily mean the feature is unavailable in Australia, but account settings should be checked before campaign planning.

Google’s updated Target Frequency settings allow advertisers to choose a goal of two to seven ad exposures per week or four to twelve per month for multi-format campaigns. These are frequency targets rather than guaranteed exposure counts. Advertisers can review average impression frequency and frequency distribution to measure their results, as explained in Google’s guide to measuring reach and frequency.

To check the new combination, advertisers can open Google Ads, start creating a Video reach campaign, select Target Frequency, and review the Ad formats menu. They should confirm whether choosing non-skippable in-stream ads allows Shorts and in-feed ads to remain enabled. Google’s Video reach campaign setup guide explains how to configure the campaign.

For digital marketers, the update creates an opportunity to rethink how different video formats work together. Instead of treating Shorts and traditional YouTube videos as completely separate advertising channels, businesses can plan campaigns that use both formats to support their brand goals.

Marketing teams should pay attention to creative quality, campaign costs, audience reach, and ad frequency before increasing their advertising budgets. Using more formats does not guarantee better performance, and repeating the same message too often may reduce its impact. ImiliCorp’s guide to when a paid campaign is ready to scale explains the broader creative, budget, and performance checks businesses should consider.

The update gives advertisers more flexibility to build YouTube awareness campaigns across Shorts and traditional video placements. Its value will depend on whether the new options are available in their accounts, whether they use suitable video creatives, and whether the campaign reaches its intended audience at a reasonable cost.