Are In-Stream Video Ads Worth the Investment? [Benefits & Best Practices for Marketers]
By pbump@hubspot.com (Pamela Bump)
It should come as no surprise to us marketers that short-form video was the top performing content format in 2024. As video content overtakes text-heavy content formats — whether in the form of live streams, YouTube videos, or Instagram Stories — marketers must include a plan to use in-stream video ads in their strategies.
I’m sure you know already how effective the combination of video and marketing tactics can be. In-stream ads provide the opportunity to get your brand in front of your audience when they’re already consuming content.
Using the right combination of tactics — like a strong hook, compelling message, and visually exciting creative — will increase the chances of viewers engaging with your ad. But it also helps to have the right data. Below, I want to break down the basics of using in-stream videos as well as some successful tactics marketers have experimented with.
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What are in-stream ads?
An in-stream video ad is a promotion created by a brand that runs before or during a video on a streaming platform, such as YouTube. Aside from appearing in popular videos, these ads can also appear in Stories or live streams on platforms like Instagram and Facebook.
To give you a visual of what an in-stream ad looks like, here’s a screenshot of a Chewy Pharmacy ad that appeared during a YouTube video I recently watched:
Benefits of In-Stream Video Ads
When done right, there are a handful of perks to in-stream advertising. To find out exactly what the benefits are, I asked video marketing experts for their insights.
Ad Sequencing
According to Maria Harrison, the President and Co-Founder of Bullseye Strategy, the digital agency of record for The Corcoran Group, one benefit of in-stream video ads is that they allow ad sequencing. This is a powerful tool that allows marketers to control the order in which viewers see a series of video ads.
“This creates a cohesive narrative or story arc to engage audiences, enhancing brand recall, message retention, and user engagement,” says Harrison. “Ad sequencing can drive a deeper sense of engagement and affinity for a brand due to our ability to bring a brand to life through a relatable story for the target audience. These ads can truly allow prospective customers to envision themselves as part of the story being portrayed in the ads.”
Targeting Capabilities
Your video can be targeted to audiences similar to your brand‘s or can be placed in videos that match your ad’s keyword. With these types of targeting options, you can present your ad to viewers that match your audience’s demographics or interests.
Because these viewers might have similar interests and purchasing motives as your customers, a well-targeted in-stream …read more
Source:: HubSpot Blog
