Introduction to in-stream video ads
                     Introduction to in-stream video ads
John Z
Writes on ad managing using AdSpeed ad server platform
, involved with AdSpeed ad serving software.
As more and more people have broadband Internet and high-speed 
cellular data service, online video is becoming more popular than ever 
before. When you search something, video results are often featured on 
the top because it is visual and can deliver a lot of information within 
only a few seconds. Video publishers and platforms like YouTube and 
many smaller website owners are enjoying a huge increase in traffic and 
they all monetize that traffic with in-stream video ads. In-stream video 
advertising is divided into 2 types: linear video ads and non-linear video 
ads. Video ad servers can serve and track these ad formats with the 
industry standard: Video Ad Serving Template, also known as VAST.
Linear Video Ads
Linear video ads are familiar to many people because they are similar to traditional TV ads. The ad plays 
before, during or after the main video content in the same video player. Thus, its official name is in-stream 
linear video advertising.
It’s typical 15-30 seconds long but 15 seconds is often considered the optimal duration because online 
users have many choices and patience is in short supply. To accommodate this behavior, the vast majority 
of in-stream video ads have a "Skip this Ad" button. Skippable ads reduce the impact of ad interruption and 
lets viewers stay in control if they indeed want to see the ad or if they are not interested. The end result is 
a positive experience and a win-win situation for both the viewers and the advertisers. However, video 
advertising is flexible and there are times when you might want non-skippable ads, which force the viewers 
to see the ad, often in exchange for a longer, more valuable, playback or fewer ad breaks.
When the viewers are committed to watching the video playback, they 
are willing to encounter accompanied ad breaks. You can make it an 
even better experience if you can deliver interesting and relevant ads 
with proper ad targeting. For example, a video game ad would fit very 
well into a gaming channel. With event tracking, advertisers know the 
viewing progress of their video ads. Those ads that have a high number 
of Complete events are highly effective and should be studied further.
Pre-roll video ads
A pre-roll ad plays before video content can be viewed. This order has a 
major advantage because viewers are willing to watch the ad, or at least 
the first few seconds of a skippable ad, so they can continue to see the 
main content. Impressions for pre-roll ads are high.
Mid-roll video ads
A mid-roll ad plays in the middle of the video content. Depending on the 
length of the main video, there might be one or multiple mid-roll ads. 
After the mid-roll ad finishes, the main video resumes. It is important to 
time the ad placements at suitable breaks or risk becoming a major 
distraction. Because the viewers are already in the middle of the video 
playback, they are often willing to continue through these ad breaks. 
Thus, impressions for mid-roll ads are also high.
Post-roll video ads
A post-roll ad plays after the end of the video content. Its viewability 
rate and impressions are quite low because it is at the very end and 
viewers already watched what they came for and have little motivation 
to continue. Creative and smart advertisers should make these post-roll 
ads very short and be as direct as possible. It is a good idea to include an 
attractive offer and a call-to-action right away so the viewers can make a 
quick decision to find out more about the offer or end their watching 
activity.
Non-Linear Video Ads
Non-linear video ads are a bit different from linear video ads. This format is not a video inserted 
into another video so that is why it's called a non-linear ad. It does not block or disrupt the main 
video playback like a linear ad. However, it displays at the same time the video plays so it is still 
considered in-stream video ads. It is displayed over the main video content, typically with 
images, text, video or a combination using HTML code. Because of its positioning, they are called 
overlay ads.
It is a good idea to configure overlay ads at a position that minimizes obstruction of the playback 
content, typically the bottom 20% of the video player. The goal is to encourage viewing and 
engagement/click, which pauses the playback and opens the landing page in a new tab or 
window, separately from the current tab. Overlay ads typically have a Close button or can be 
configured to auto-disappear or auto-refresh after a number of seconds, typically 5-15 seconds.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.