In-stream video ads

What are In-stream ads?

In-stream video ads are ad units that display video ads inside video content. Most often, just as in traditional TV, where ads are shown before, during, or after the show, in-stream ads appear before, midway, or at the end of online videos. Alternatively, they can also appear while the content is playing. What’s more, In stream ads are often displayed on platforms like Facebook and YouTube. In fact, many users associate In stream ads with YouTube videos, as that’s where they most often encounter them. This format captures viewers’ attention when they are already engaged in watching content, making it one of the most effective and profitable ad types for publishers. The twist is that digital publishers don’t need to have video content on their site or app to start monetizing their content with this ad format, for instance, when collaborating with an ad partner like optAd360 – we can provide it for you (but we’ll explain more in the upcoming paragraphs).

Types of In-stream ads

In stream ads don’t all look or behave the same way. To make sense of these particular ad types, it helps to categorize them clearly. There are two main ways to do this, depending on the format and the level of control the viewer has. So here’s the first category of In stream advertising – linear and non-linear:

• Non-linear (or overlay ads) are rich media ads or images displayed while the video content is playing. It allows users to carry on watching and is usually considered by publishers as an additional source of revenue. According to the IAB’s Ad Format Guidelines for Digital Video and CTV (August 2022), they shouldn’t cover more than a fifth of the screen, typically come in sizes such as 300×50 or 450×50, and remain visible for 5-15 seconds. If clicked, they should either expand or lead straight to the advertiser’s page. This ad type often appears in the form of Overlay Banners, which are subtle ads that appear at the bottom or top of the video, allowing it to continue playing;
• Linear ads are designed to make viewers watch them instead of video content, occupying the entire screen space of the video player. Standard lengths are 6,15, or 30 seconds. Interactive ads usually require 15-30 seconds of watch time, but can continue as long as someone engages, whether that’s by clicking or swiping on mobile. Here’s how linear ads are categorized:
  • pre roll ads show up before the video starts, so the viewers see them before the main content,
  • mid roll ads play partway through the video, giving the brand a chance to reach viewers while they’re highly engaged,
  • post roll ads show up right after the video ends, so after users finish watching the content.

Another way to see In stream ads categorization is through the lens of viewer control. In other words, whether the ad can be skipped after a few seconds or if it has to be watched all the way through:

• Skippable ads give viewers the option to click “skip” after a few seconds, allowing them to watch the whole ad only if they’re interested. It’s less pushy than non-skippable ads, which means people don’t get irritated. However, in this case, brands have to make the first few moments count to hook their audience;
• Non-skippable ads ensure that people actually see what the brand wants to show, which is perfect for telling a story or showcasing a product. This gives advertisers more time to tell a story, explain their product, or make a lasting impression. On the other hand, these ads can frustrate viewers who just want to get to the video they came for, especially if the ad is too long.

Out-stream ads

Out stream ads (in-read or native video) are online advertising that is placed within regular non-video content. The name for this type of ad derives from the fact that they aren’t served inside video, as opposed to In stream video ads, which require the main video content. Let’s take a closer look at the types of Out-stream video ads:

• In-article video ads (in-content) are a type of video embedded inside the content, most often between paragraphs of text. They autoplay when in view and pause when out of it. Their subtype is a Sticky video ad:
  • Sticky (Floating) ad is a variation of the ad type mentioned above. The video starts playing when embedded in the article, and when the viewer scrolls away, it shrinks and “sticks” to a corner of the screen;
• In-banner video ads display engaging content to viewers. They are usually fixed in the slot and do not move when the user scrolls;
• Sidebar video ads, as the name suggests, are displayed on the side of a web page. They can be sticky;
• Interstitial ads are full-screen advertisements commonly used in mobile apps. It’s advised to show them to a user during natural breaks in an app flow, for instance, when the game level is loading.

Companion ads, an alternative path

While not technically video ads, companion ads can appear simultaneously with video or audio ads, so publishers should be aware of them. The primary purpose of companion ads is to capture more attention, provide additional information, or even persuade a user to take action.

In-stream ads vs Out-stream ads

As mentioned earlier, there are generally two main types of video ads: In stream and Out stream. In stream ads play within existing video content, and usually are shown before, during, or after the main video, commonly known as pre roll, mid roll, or post roll placements. Out stream ads, on the other hand, appear outside of video content. We recommend reading our full article for a more comprehensive understanding of programmatic video advertising and how other videos formats fit into the broader picture.

In-stream video ads examples

We’ve got what you need!

We are a company that helps publishers monetize their digital content, and with us, you can also do that using In-stream video ads! As we’ve seen above, In stream video ads let advertisers reach their target audience with precision, delivering the core message when viewers are highly engaged, while you get high ad revenue. To benefit from our solutions, all you need to do is get familiar with our requirements and fill out the registration form!