In today's fast-paced digital landscape, video ads have emerged as one of the most potent tools in your arsenal. Yet, it's not just about hitting record and hoping for the best. Each type of video ad holds unique potential, and understanding these can significantly elevate your campaigns. Ready for an in-depth tour? Let's jump right in.
1. Pre-roll Ads
What are they?
Ever clicked on a video only to be met with an advert first? That's a pre-roll ad. These brief videos precede your chosen content and serve as a teaser of sorts.
Why use them?
Here's the catch: with pre-roll ads, you've got a captive audience. Viewers are already settled, ready to consume, making them more receptive to your message. It's an invaluable few seconds where you can make a strong impression.
Strategic Insight:
It's all about immediacy. You've got a limited window, typically 15 to 30 seconds, to grab attention. Use striking visuals, concise messaging, and always, always ensure your brand ethos shines from the outset. Even if users skip, they should leave with a brand memory.
2. Mid-roll Ads
What are they?
Think of mid-roll ads as the online counterpart to TV commercial breaks. They interrupt the video at strategic points, usually the halfway mark.
Why use them?
The beauty of mid-roll ads is that they tap into viewers who are already engrossed. They're committed to the content, which means a lower likelihood of them abandoning the video altogether.
Strategic Insight:
This is your playground, but tread carefully. Your ad content should be contextually relevant to the main video, maintaining the viewer's interest. Steer clear of overtly sales-driven messages; instead, aim for a narrative that adds value or entertains.
3. Post-roll Ads
What are they?
Once the primary video wraps up, post-roll ads take the stage.
Why use them?
These ads bank on the viewer's just-concluded engagement. Having watched an entire video, they're likely in a receptive state, primed for further content.
Strategic Insight:
Now's the time to be direct. Your viewer has stuck around – reward them with compelling CTAs. Offer additional insights, exclusive deals, or teasers for upcoming content. Keep them hooked and eager for more.
4. In-stream Ads
What are they?
In-stream ads are like pit-stops within a longer video journey, embedded seamlessly into lengthier content pieces.
Why use them?
They're perfect for reaching audiences invested in longer formats, such as tutorials or webinars.
Strategic Insight:
Consistency is key. Ensure your in-stream ad complements the primary video in tone, style, and messaging. It should feel like a natural extension, not an unwelcome interruption.
5. Native Video Ads
What are they?
Camouflaged to match their platform, native video ads offer content that looks and feels organic, blurring the lines between content and advertisement.
Why use them?
Their non-intrusive nature often leads to higher engagement rates. They don't "sell"; they inform, entertain, or inspire.
Strategic Insight:
Do your homework. Understand the platform's tone, style, and user expectations. Craft content that doesn't just blend in but stands out for its quality and relevance.
6. Interactive Video Ads
What are they?
Beyond mere viewing, these ads engage the audience with clickable elements – think polls, forms, or even shoppable items.
Why use them?
Engagement is the name of the game. Active participation often translates to better brand recall and heightened interest.
Strategic Insight:
Balance is crucial. While interactivity can intrigue, overloading can overwhelm. Design with the user's experience in mind, ensuring each interactive element adds genuine value.
For marketers eager to leave an indelible mark, understanding and harnessing the power of various video ad types can be a game-changer. With the right strategy, each video ad type can be a narrative masterpiece, echoing your brand's message in memorable ways. So, marketers, let's not just make ads; let's tell stories that resonate.
Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.
