In recent years, video advertising has become a dominant force in the digital advertising ecosystem, with 87% of businesses leveraging video content into their marketing strategy in 2019. The term ‘video advertising’ encompasses not only online display advertisements which contain video, but also ads in formats other than video that are shown within or around the video stream. Video advertising offers a host of benefits, including greater exposure to consumers, a more engaged audience and higher performing ads. In this guide, we’ll give you an overview the different types of video ad creatives available.
eMarketer predicts that by 2023, overall video ad spending is predicted to increase to 62.1%.
In-Stream Video Ads
In-Stream Video Ads are the most common type of video ads. These ads play either before, during or after a piece of video content and are played within the main video player, where the actual video content will be viewed. These ads are also referred to as Linear Video Ads because they run in line sequentially with the video content.
Types of Linear Video Ads:
Pre-roll: Video ads that run before video content
Mid-roll: Video ads that run during video content which pauses the content and resumes once complete
Post-roll: Video ads that run once the video content is complete
Non-Linear Video Ad
Non-Linear Video Ads run simultaneously alongside video content playback without disrupting the playback. Clicking the ad during playback will generally pause the content.
Types of Non-Linear Video Ads:
Overlay Ads: Ads that run concurrently with video content in the lower part of the video player. This ad type does obstruct the video to an extent and runs for around 5-15 seconds, before collapsing into a smaller size. Generally, this ad type will cover 20% of the bottom of the video content, but will not force the viewer to watch the ad before consuming the intended content.
Non-overlay Ads: Ads that run simultaneously with the video content but below the main area of video playback, meaning that they do not obstruct the visual content.
Companion Ads: Ads that run around video content are known as companion ads, as they run in companion with the ad. These ads are in rich media or text format and come in a variety of sizes.
In-Banner Video Ads: Typically-sized banner ads that are video-embedded and are triggered to run on a webpage with video content.
In-Page Video-Ads: Video ads that are specifically placed to show on a page through an embedded video player. These ads can be placed on a page without video content or other streaming material attached to it. This ad type tends to require a large amount of space on a page, however, some ad networks can offer smaller placements.
In-Text Video Ads: Ads that are triggered when a user navigates to a certain part of the text content and an overlay pops up and plays a video ad associated with the text. These interactions are user initiated and the video ad will pause if the user continues to scroll.
Sponsorship Graphics: Ads that are displayed within a video player in the format of graphics or video components. These generally are displayed as a branded video player skin which extends beyond the video players main window and can run during the playback or throughout the entire video playback. Sponsorship graphics can be placed in, around or adjacent to the video playback and generally remain on screen throughout the video playback. Some may also offer interactivity outside of the video playback window.
In-game video ads: A video ad, typically in the form of an overlay, that is shown to users while a game is loading or in between levels. Alternatively, users can also choose to view ads in exchange for free items in their chosen game, such as extra tokens or extra lives.
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