Video advertising
Video advertising is the delivery of video ads across websites, apps, streaming services and connected TV. Formats include in-stream ads that play before, during or after content, and out-stream ads that appear within articles or feeds. Delivery commonly relies on VAST tags and video players.
What is video advertising?
Video advertising spans every screen where video plays: desktop and mobile web, in-app, social platforms and CTV. In-stream formats appear inside a video player as pre-roll, mid-roll or post-roll, while out-stream formats play in non-video environments such as article text. Rewarded video in apps is another common variant. IAB Tech Lab standards like VAST define how ad servers and players exchange ads, and measurement focuses on completion rates, viewability and audibility. Streaming models such as AVOD and FAST rely heavily on video ad revenue.
How video advertising works
A video player requests an ad at a break, often using standards such as VAST and VMAP. The request goes to an ad server or SSP, where direct campaigns or programmatic bids compete. The winning video creative is returned and played, with tracking events recording starts, quartiles and completions.
- A video player reaches an ad break or an out-stream unit enters view.
- The player sends an ad request, typically using VAST or VMAP, to an ad server or SSP.
- Direct campaigns and programmatic bids compete for the slot.
- The winning creative is returned and played, with tracking events fired at key points.
- Completion, viewability and other metrics are reported to buyer and seller.
Why it matters
Video combines sound, motion and storytelling, making it effective for brand awareness and consideration. It also commands higher prices than many other formats, making it valuable to publishers.
For advertisers
Video helps tell richer brand stories and can be measured on completion and attention-related metrics.
For publishers
Video inventory usually earns higher CPMs, but requires reliable players, sufficient content and careful ad load management.
Practical example
A soft drink brand runs 15-second pre-roll ads across sports highlight videos and a CTV campaign on streaming channels during match weekends.
Key considerations
- Out-stream and in-stream deliver different experiences and should not be valued identically.
- Muted autoplay is common on the web, so creatives should work without sound.
- Too many ad breaks increase abandonment and reduce completion rates.
Frequently asked questions
What is the difference between in-stream and out-stream video?
In-stream ads play within a video player alongside content, while out-stream ads play in non-video environments such as articles or feeds.
What is VAST?
VAST is an IAB Tech Lab standard that defines how ad servers deliver video ads and tracking information to video players.
Is CTV advertising the same as video advertising?
CTV is one channel within video advertising, focused on ads shown on internet-connected television screens.