The popularity of online video has been growing rapidly over the years. That is evident from the fact that videos on YouTube alone get over one billion views daily. So it should come as no surprise that video advertising has become a booming and highly profitable industry. But why is that the case?
For starters, experts at Cisco predict that more than 82% of consumer online traffic will consist of online videos by 2022. And in a survey conducted by Nielsen, more than half of the respondents noted they’d gladly watch ads in exchange for free video content. So when you put the two together, you’ve got yourself a recipe for success in the video advertising realm!
However, if you’re new to the display advertising and video marketing realm in general, you should be aware that not all ads are born equal. Namely, there are many different types of video ads you can choose from. That is why we’ve decided to help introduce you to the digital advertising world by taking a look at one of the newest up-and-coming options you have — in-banner video ads. Here’s a quick overview of what we’ll cover:
Now let’s get straight to it!
In-banner video ads are GIFs or short videos embedded into one of the banner ads on any given web page. These ads are usually 300×250 pixels, contain a thumbnail image, and may include a short text description. Also, they are much more engaging than traditional display banner ads. That is likely the primary reason they are seeing such a surge in popularity.
Overall, there are several kinds of in-banner video ads:
These ads don’t have strict duration limits; you just mustn’t exceed a particular storage limit (the exact size may vary). That leaves advertisers with a lot of flexibility.
OK, these ads sound fantastic, but how do they compare to the competition? Let’s find out! For starters, we should take a look at what your other choices are — instream and outstream video ads.
Instream video ads are short video clips that play before, in the middle, or at the end of an online video. These video ads are most often 15–30 seconds long, but the latter is deemed optimal. Some advertisers allow you to skip these ads if they aren’t to your liking after five seconds by pressing the “Skip This Ad” button that will appear. However, that won’t always be an option.
If you frequent platforms like YouTube, you undoubtedly know what these look like! Nevertheless, here’s an illustration to help you visualize them.
Overall, here are the three most popular types of instream ads:
These video ads have one significant downside — most people dislike them. But why is that? It’s simple — many folks perceive them as intrusive and annoying since they interrupt the viewing experience. So these are best used only if your ad is captivating and engaging. Otherwise, you could just frustrate your viewers, which could reflect negatively on your brand’s image.
Outstream video ads are video advertisements that can appear in different places on a website, such as in-between text, on the side page, etc. These ads usually entail a video player popping up somewhere on the screen (often muted), and, depending on where they appear, there are two primary types:
In-Content Outstream Ads — The video ad appears in-between paragraphs of content at a specific point on the page once the user scrolls down to it.
In-Slide Outstream Ads — The ad pops up from the side of the screen and follows the users’ scrolling until they watch it or close it.
Because outstream video ads are deemed less intrusive and don’t detrimentally affect the user experience like their instream counterparts, they have 25% longer view times than instream ones.
OK, both of these advertising options sound reliable, but how do they compare to in-banner ads? Let’s find out!
The reason in-banner ads aren’t as widely used as their instream and outstream counterparts is that they’re relatively new to the market. However, they have several significant advantages over them:
As you can see, in-banner video advertising is an excellent addition to the digital video advertising world. And when you compare in-banner ads to the current most popular video ad formats, you can see they are a force to be reckoned with.
Now that you know why in-banner ads are an excellent choice over instream and outstream video ads, let’s check the pros and cons of these ads concerning your business.
Let’s see how in-banner ads can benefit your marketing campaign as well as their flaws. We’ll start with the positive sides!
We’ve already mentioned some of these upsides when we were comparing in-banner ads to some of the other video ad types, but here’s a more comprehensive list of pros:
However, it would be unfair for us to sing their praises only as there are some downsides to these ads too. Let’s take a look at those next.
Although these ads are an excellent advertising choice, there are two notable downsides to using them.
The first and possibly the most detrimental is that the demand for these ads has dropped in the last two years.
As it’s evident from this graph, the number of in-banner impressions has dropped significantly. That is likely because many browsers recently introduced restrictions to autoplaying video ads. However, even though it might not be warranted to use in-banner ads as a standalone advertising method anymore, you can still combine them with other video ad types to get the best ROI.
Another potential downside of in-banner ads is that they might prove heavy on some websites, thus, reducing their loading speed. If that happens, it can negatively impact user experience and your site’s SEO.
We don’t know about you, but these minor downsides wouldn’t discourage us from giving in-banner video ads a shot. So if you’re an advertiser and wish to give them a try, here are a few tips for you before we sign off:
Now that you’re acquainted with everything you need to know about in-banner video ads, are you ready to get started? Even if you decide this type of advertising isn’t for you, you really can’t go wrong if you opt for outstream or instream ads too! In the end, it will all depend on your business needs and your target audience. Don’t forget to do some thorough research on that before you start!
And if you’re curious to learn more about the tech side of online video advertising, may we recommend you check out our article on video ad serving technology? We think you might enjoy it!
Until next time, best of luck!