Video Essentials

In-Stream, Out-Stream, and Native: A Guide for the Perplexed


The biggest video advertising challenges for publishers are (in this order) maintaining a quality user experience, solving audience segmentation issues across various platforms and screens, getting around ad blockers, conquering latency, and dealing with the lack of standardized metrics.

That info comes from Wibbitz, a company that automates branded video content creation. And anyone new to video advertising has another big problem to solve: understanding the many options and terms used by video marketing professionals.

Online video ad jargon is crazy difficult, and to help newcomers Wibbitz had created a guide called “Everything You Need to Know About Digital Video Advertising.” For anyone new to the area—whether buying or selling video ads—this is a guide they’ll keep on their desktop and refer to frequently.

Here’s what the guide has to say about in-stream video placement options:

Pre-Roll

Pro: Guaranteed ad impressions: Pre-roll ads are the first thing a user sees when they arrive at a video player—so as long as an ad opportunity is filled, then a user will see it.

Con: Higher bounce rate: According to Mary Meeker’s annual report, 80 percent of users think that pre-roll ads provide a negative viewing experience. This may cause more users to click away before an ad is viewed for a full 2 seconds.

Mid-Roll

Pro: Reduced abandonment: Gives users more incentive to watch an ad to completion in order to continue watching the video content.

Con: More intrusive: Disrupts video content that a user has become engaged with.

Post-Roll

Pro: Less intrusive: Doesn’t disrupt any video content.

Con: No motivation: Once a user has finished watching video content, they have no reason to stick around and watch an ad.

So which is the best option? Wibbitz says, “Mid-roll ads perform better than pre-roll ads across the board, with more than double the revenue and ad impressions and more than 5X the viewable views.”

The guide not only explains ad placement options—such as the difference between in-stream, out-stream, and native—but even includes a guide to social platforms that offer video (such as Facebook, Twitter, and Instagram). For much more, download the full guide (registration required).




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