What are Video Ads and How to Choose the Best Platform

Video advertising is one of the best tools for brands to engage with their audience in a big and impactful way. With the rise of mobile and the increase in video consumption advertisers have a lot of opportunities to reach their target market. 

Let’s discover the top video ad networks, what they offer, their targeting options and what sets them apart in a crowded market.

What is Video Ad Format: Meaning

Video ad format is one of the best and popular ways of advertising nowadays. Its widespread popularity is caused by the effectiveness of relevant video content that easily reaches users and contributes to successful conversions.

What is Video Ad Format

Horizontal and vertical videos engage people on a deeper level than images or text. They combine visual, sound and narrative to tell stories that stick with the viewer. This multi sensory experience not only grabs attention but also builds emotional connection with the brand.

And with the rise of mobile devices video ads have grown. More people are consuming video content on their mobiles so advertisers can tap into that by delivering targeted messages to users wherever they are. Platforms like social media, streaming services and websites offer many opportunities for video ad placement so brands can reach their audience.

Types of Video Ads

And with the many video ad formats available advertisers can choose the one that suits their goal:

1. In-Stream Video Ads

These are video ads that appear before, during or after a video on platforms like YouTube or other streaming services. These ads are embedded in the video content itself so advertisers can reach audiences that are already engaged with the content. 

Placement

  • Pre-Roll: Ads that play before the main video starts;
  • Mid-Roll: Ads that interrupt the video;
  • Post-Roll: Ads that play after the video.

Types

  • Skippable Ads: Viewers can skip the ad after a few seconds (usually 5 seconds);
  • Non-Skippable Ads: Viewers must watch the whole ad before they can see the main video. These are 15-30 seconds long;
  • Bumper Ads: Short, non-skippable ads that are 6 seconds long and play before the main video.

2. Outstream Video Ads

Outstream video ads appear in non-video environments, such as websites, articles or social media feeds. Unlike in-stream ads which play before video player, during or after video content, outstream ads are standalone and can be placed anywhere on a page.

Key Features

  1. Auto Play: Outstream ads play automatically when they come into view on the user’s screen, grabbing attention without needing a video to be playing;
  2. Visibility Control: These ads pause or stop playing when the user scrolls away, so they only play when actively viewed, which can increase engagement;
  3. Multiple Formats: Outstream ads can be in the form of banners that expand into video when clicked or ads that auto-play in specific areas of a page.

3. Social Media Video Ads

Social media video ads are those short video ads that users usually see on Facebook, Instagram, Twitter, TikTok, or LinkedIn. They take advantage of the video format to grab users’ attention as they scroll through their feeds.

Key Features

  1. Short: These are short, 2-60 seconds long, so quick and easy to watch;
  2. Seamless: They are designed to look like regular posts or stories on social media, not like traditional ads;
  3. Shareable: Videos are easy to share so can help increase brand awareness as users share within their networks.

4. Interactive Video Ads

Interactive video ads are ads where viewers can engage with the content in a more hands on way than regular video ads. These ads often have clickable buttons, quizzes, polls, or choices that can change the direction of the video.

5. Native Video Ads

Native video ads are designed to look like part of the platform they’re being shown on. Unlike traditional video ads that interrupt the viewer, native video ads match the content around them to increase engagement.

As we move further into the digital age, the importance of video ad formats will only grow. So marketers need to stay up to date with the latest trends and techniques to make the most of this powerful medium.

How Video Ad Networks Work?

Video advertising networks work like all ad networks in the affiliate marketing industry. They unite advertisers and publishers. So, advertisers come to promote their products or services by getting high-quality traffic, which, moreover, is willing to pay. In turn, publishers offer their platforms – blogs, websites, and social networks – to place video ads on them.

How Video Ad Networks Work

As soon as an ad receives a conversion (clicks, downloads, purchases, etc.), the digital video advertising network checks the traffic. If the publisher has provided quality traffic, the advertiser pays a commission in accordance with the established payment model.

The processes that the online video advertising platforms takes over:

  1. Crafting Creatives:
    Advertisers can upload their video material to the network. These can be in different formats and lengths, in-feed video ads and out-stream ads. However, if advertisers cannot provide these materials to publishers, the advertising platform specialists can create them in accordance with the needs of ads;
  2. Tracking Performance:
    Once the ad is served, the network tracks its performance metrics – views, clicks and conversions. This is shared with the advertiser so they can measure the success of their campaign;
  3. Payment and Revenue Sharing:
    Advertisers pay the video ad network based on different models – CPC, CPM or CPA. The network then splits the ad revenue with the publishers.

How Do Video Ad Networks Bill Advertisers?

Now, it’s time to discuss billing models of video ad networks for publishers and advertisers. There are several options that are generally used:

  • CPM, or Cost-Per-Mile: “Mille” means thousand in Latin. So, publishers are charged for every thousand times their ad is shown. This model is used when advertisers want to maximize visibility rather than immediate user action;
  • CPE, or Cost-Per-Engagement: Advertisers pay commissions to webmasters based on how users interact with their ads. This includes clicks, likes, shares, comments;
  • CPI, or Cost-Per-Impression: In this case, advertisers pay for each display of an ad with their product or service. This is for campaigns where visibility is key, regardless of user interaction;
  • CPC, or Cost-Per-Click: Merchants pay per click on their ad, not views. This is for performance driven campaigns that want to drive traffic to a website or landing page.

By understanding these options, you can select the strategy that aligns with your objectives and optimize advertising efforts. Check out the following article to learn more about all advertising commission types:

Video Ads Networks: Pros & Cons 

There are numerous benefits of video ad networks that influence advertisers choice. However, disadvantages also exist making it essential for advertisers to carefully consider their options.

Pros:

  • Captivating Appeal: Video ads grab and hold attention highly. Unlike static ads, they create a rich, multi-sensory experience that can spark interest better. One third of viewers watch video ads all the way through and this increases with shorter formats;
  • Higher Engagement: Video ads outperform other ads as users are 10 times more likely to interact with a video ad than a banner or image ad;
  • Social Media: Platforms that were once image focused are moving towards video content. Video ads keep viewers engaged and interacting on these platforms and capture attention as users scroll through their feeds;
  • Mobile Friendly: Some ads are designed for desktop only, but videos are mobile friendly;
  • Flexibility: Video ads have unlimited options for length, content and style. Businesses can create different content – product showcases and sales promotions to customer and employee interviews to increase brand awareness.

Cons:

  • Expensive Format: Video ads has higher cost in terms of developing creatives;
  • Not for All Verticals: Depending on your niche, content may not always be the best option. For example, Finance (banking and insurance) often requires detailed explanations, which may be better suited to articles or infographics rather than videos;
  • Hard to Edit: Updating other forms of advertising like written content or static images is easy and quick. But videos are much harder to edit. Making changes or re-shooting a video means incurring the same costs again. For businesses with tight budget, the ongoing cost of updating video ads may not be feasible.

How to Choose the Best Video Ad Network

There is a small guide that should help you to choose top video advertising platforms:

Partners Base

Having access to a bunch of publishers through video ad platforms is a big benefit for your media business. But you gotta make sure the traffic is run by trusted marketers. Working with a video ad platform that has a good base of publishers is key. Low quality ads not only generate less revenue but can also harm the trust you’ve built with your audience.

Software Integrations

To start monetizing your content now, the video ad network you choose should be able to integrate with your trackers or other important software. This integration should give you useful analytics on traffic and monetization.

Variations of Video Format Types

Think about various ad formats offered, such as instream and outstream ads. Having a variety of options can improve your ability to engage your audience.

Support

Good support service is crucial when choosing a video ad network. Look for one that has great support, dedicated account managers to help with any questions or problems you may have and also guides you through the platform so you can manage everything by yourself.

Transparency and Reporting

Transparency and accountability are key to measuring your campaign. Clear reporting allows you to see the instant results of your ads. For example, some video ad networks give clients access to all essential metrics and results which increases brand visibility.

Final Thoughts

Choosing the right ad network for video monetization in 2025 will make or break your ad campaigns. By knowing the options and focusing on the key factors of targeting, inventory and support you can make an informed decision for your brand. As video advertising grows use the best platforms to engage with your audience, increase brand visibility and drive real conversions. Get video and take your marketing to the next level.