Video advertising remains one of the most powerful ways for brands to engage consumers. As the digital landscape evolves, advertisers and publishers alike have access to a diverse range of video formats designed to meet different objectives and deliver varied user experiences. Let’s take a closer look at some of the most effective types of video advertising today.
Display advertising has evolved far beyond static banners. High impact video formats combine the immersive nature of video with the prominence of large-format display placements.
High impact video display ads help advertisers break through banner blindness, delivering video experiences that truly capture and hold user attention.
Social platforms like Instagram, TikTok, Facebook, YouTube, and Snapchat have all built native video ad ecosystems. These formats include Stories, Reels, in-feed video, and more.
Social video advertising can be good for both brand awareness and performance campaigns when brands want to meet users in their preferred digital spaces. While this type of advertising offers reach and targeting, it also comes with notable downsides.
One major concern is brand safety - ads can appear alongside controversial or low-quality content, potentially harming brand reputation. Additionally, ad fatigue is common, as users scroll through high volumes of content rapidly, making it harder for ads to capture lasting attention. There’s also limited control over placement and context, and performance can be impacted by ever-changing platform algorithms. Lastly, while engagement metrics may look promising, actual attention quality can be low with users passively doom-scrolling.
In-stream video ads appear directly inside video content, typically as pre-roll, mid-roll, or post-roll ads. The VAST (Video Ad Serving Template) standard enables seamless delivery of video ads across different video players, allowing for engaging placements within premium content.
In-stream video offers a highly immersive format where ads are placed directly in the content stream, maximising attention and engagement. Adnami recently started offering publishers a variety of in-stream video templates using VAST. Reach out if you want to learn more.
Rewarded video ads are commonly used in mobile apps, particularly in gaming. These ads offer users a reward (e.g., extra lives, in-game currency, or premium content) in exchange for watching a video ad in full.
This format is effective for performance marketing, app installs, and brand storytelling within highly engaged user environments.
Regardless of which type of video advertising you choose, transparent measurement is essential for optimising performance and ensuring effectiveness. Robust video analytics can provide insights into:
Transparent measurement allows advertisers to identify high-performing placements, eliminate wasted impressions, and continuously optimise campaigns based on real user attention and engagement.
Video advertising now offers more flexibility and precision than ever before. From immersive in-stream formats to high impact display placements, mobile rewarded videos, and dynamic social video ads, advertisers and publishers can tailor their video strategies to achieve specific objectives while reaching audiences in brand-safe, engaging environments.
To ensure video campaigns are truly effective, measurement tools like Sonar by Adnami play a crucial role. Sonar goes beyond basic metrics by capturing detailed attention signals, such as screen size, ad placement, and user engagement, offering a deeper understanding of how viewers interact with your content. This level of transparency empowers marketers to make smarter decisions, optimise performance in real-time, and eliminate wasted impressions.
Adnami offers a variety of video solutions optimised for getting maximum attention. Let's talk if you'd like to get started.