UNDERSTANDING ONLINE VIDEO ADS 1. IN-STREAM & OUT-STREAM
In the online advertising market, video ads are the fastest growing ad products every year. As users watch more video clips by variety of smart devices, the proportion of video ads will continue to grow.
According to the [US Digital Video Ad Spending, 2017-2021] report released be eMarketers last October, video advertising spending will continue to grow after 2017 in the United States.
However, video ads have different ways of placing than display ads. So this can be confusing to advertisers and publishers who were not usually interested in video ad technical knowledge.
So this time, we’ve got a basic overview on what are the types of video ads, and the standards for profitability of video ads.
TYPE 1 : IN-STREAM & OUT-STREAM ADS
- In-Stream Video Ads
In-Stream ads refer to the insertion of video ads into the middle of the content within the player where video content plays such as Pre-Roll, Mid-Roll, and Post-Roll.
In-Stream ads are effective in natural engaging the promising customers by exposing a video ad while user consumes content via video player. In addition, you can rearrange your existing video ads via a variety of devices, not just TV. However, as In-Stream video players are required video player to be run, they have to be executed via the video content distribution site or platform.
In addition to video ads, there are banner ads that stick inside the video contents or banner ads that stick around the video player.
- Linear : Video ad formats that are sent within the video player(Pre, Mid, and Posr Roll)
- Non-Linear : Banner ad that are sent within the video player
- Companion : Banner ad that are sent around the video player
- Out-Stream Video Ads
Out-Stream ads are video ads that are sent out of video player space like between articles and feeds.
- In – Banner: Video ad using display ad inventory
- In – Article(Read): Video ad that steps into the middle of an article
- In – Feed: Video ad that enters and exposes in the middle of a feed, such as a list of contents or articles
The Out-Stream video ads are more profitable than display banner ads and it’s the number of inventories are on the rise because it is easy to insert video ads without technology for the video ads. When scrolling the page, the Out-Stream ads, placed in the middle of an article or feed type of content, could be naturally exposed.
The example above is an In-Banner Out-Stream ad currently available from ADOP. It is more efficient than general display banner ads, attracting natural ad exposure at a lower cost than In-Stream ad without disturbing user’s experience of contents.
We’ve looked at the basic forms of video ads So far. Video ads are areas that can be traded both In-Stream and Out-Stream via Programmatic buying system. So knowing the terms and how to implement them, whether it’s an advertiser or a publisher, can optimize ad effectiveness and extend target reach. Next time, we will discuss about standards for creating video ads.