As the number of media that allows you to upload videos, such as YouTube, Facebook, and Instagram, is increasing, in-stream advertising is attracting attention. By using in-stream advertising , you can target sales and branding to users who are previewing your video .
In this article, we will introduce the types of in-stream ads , their advantages and disadvantages, and how to place them. If you are a marketer who is interested in video advertising , please refer to it.
table of contents
- What is in-stream advertising?
- Features of in-stream advertising
- Advantages and disadvantages of in-stream advertising
- Types of in-stream ads
- In-stream advertising costs
- How to post in-stream ads
- In-stream advertising example
- Key points for achieving results with in-stream advertising
- In-stream advertising is the hottest topic in the rapidly growing video advertising market
What is in-stream advertising?
In-stream ads are ads that appear before, during, or after a video plays . You can target your company’s video ads to users who are watching videos of a specific genre .
In-stream ads can be delivered on various devices such as PCs, smartphones, and tablets .
Features of in-stream advertising
A feature of in-stream advertising is that it can be distributed to media that already have a large number of users, making it easy to expand your reach .
Additionally, in-stream ads incur advertising costs based on the number of times they are viewed . Another feature of in-stream advertising is that it can be started with a small budget compared to TV commercials .
Another feature is that you can fine-tune the destinations to which your ads will be distributed.
Main media that can deliver in-stream ads
In-stream advertising can be delivered through media such as:
・YouTube
・Facebook
・Instagram
・Twitter
Depending on the media, the length and size of videos that can be used for advertisements and the target audience that can be reached vary.
Advantages and disadvantages of in-stream advertising
There are advantages and disadvantages to in-stream advertising , so be sure to check them before you start using them.
Benefits of in-stream advertising
“In-stream advertising ” uses the entire video playback screen to mix images, narration, music, and sound effects to create impactful appeals .
When compared to text ads and image-based banner ads , the biggest advantage of video ads is that depending on the creative design, you can strongly impress your brand on viewers and gain recognition .
There are some “skippable ads ” that viewers skip after 5 seconds , but if you create a video with the idea that “the content of the first 5 seconds is the key to success and include the message you want to convey,” you can “gain brand recognition.” ” will be achieved.
Disadvantages of in-stream advertising
In the previous section, we stated that “the creative nature of video ads greatly influences the viewer’s impression.”
Two sides of the same coin are the points that “ it is difficult to create creative elements ” and “ it takes time, manpower, and cost .”
If it is a text advertisement or a banner advertisement with a single image, some companies may complete everything from production to operation in-house.
However, when it comes to video ads , which have a more complex production process and are more difficult to create, it is difficult to gain brand recognition unless you hire a professional company to create the creative using an objective perspective and specialized skills. It can also be said that it is difficult to lead to profitability.
Types of in-stream ads
There are several types of “in-stream ads ” that differ in the timing of playback and whether or not they can be skipped.
Skippable ads (skippable)
This is a video ad that can be skipped a few seconds after it starts playing . It is suitable for purposes such as promoting products, acquiring potential customers, and attracting traffic to your website .
Non-skippable ads (cannot be skipped)
This is a video ad that cannot be skipped until it finishes playing . Since the entire content is reproduced, it is suitable for uses such as branding and expanding awareness.
pre-roll advertising
A video advertisement that is inserted before a video plays . Since it can be seen by viewers, it has benefits in terms of gaining recognition for companies, products, and services.
mid-roll ad
A video advertisement that is inserted while the main video is playing . It is said that this is a method that can be expected to maximize revenue because viewers who want to watch the video until the end are more likely to do so.
post roll ads
A video advertisement that is inserted after the main video is viewed . If it is highly related to the main video, viewers will not leave the video and will be more likely to watch it.
bumper ads
These are video ads that are characterized by short playback times, such as 6 seconds or less . Bumper ads cannot be skipped. This is suitable when you want a simple message to be seen by a wide audience.
In-stream advertising costs
For “in-stream ads ,” the billing method for advertising costs differs depending on whether the ad can be skipped or not . Let me explain using YouTube as an example.
For skippable ads
CPCV (Cost Per Completed View) billing is a billing method that incurs costs based on the number of complete video views completed by the user (actually, the number of complete views or the number of views completed up to the maximum number of seconds). You can
Specifically, you will be charged when a viewer views a video ad for 30 seconds or clicks on a link within the video ad .
For non-skippable ads
You are charged for the number of times a viewer views your video ad . The detailed unit price varies depending on the genre and channel.
Guide to choosing video production tools
In recent years, with the rise of YouTube, the shift to 5G, the addition of video functions to social media, and the increasing importance of video, more and more companies are using video content as part of their marketing strategy. This document introduces points to consider when comparing tools and a comparison of tools from different companies for those who are considering introducing video production tools.
How to post in-stream ads
The method of placing in-stream ads differs depending on the media in which the ads are distributed. Here’s how to run in-stream ads in major media :
For YouTube
YouTube in-stream ads can be posted from the Google Ads management screen. Create a new campaign in Google Ads and select the ” Brand Awareness and Reach ” goal.
Select ” Video ” as the campaign type .
Select ” Video Reach Campaign ” or ” Ad Sequence ” for the campaign subtype .
Select whether to skip or not and click ” Continue “.
Specify the budget, schedule , distribution area, etc. in the campaign settings .
Set target user attributes , ad display location , etc. in ad group settings .
Select the video to be distributed as an in-stream ad , save the settings , and the submission process is complete.
Once the ad review is complete, in-stream ads will begin serving on YouTube .
For Facebook
Visit Facebook Ads Manager, create a new campaign , and select one of the following objectives :
After setting the campaign name, budget, etc., select “ Manual placement ” under “ Placement ” of the ad set , and check only “ Facebook ” under Platform.
In the asset customization section, check only ” Facebook in-stream video “.
Once you’ve saved your ad set, click Edit under Media under Creative .
Upload the video you want to use for in-stream ads from ” Upload “.
Once you have completed the ad creative settings and saved it, the trafficking process is complete. After the review is complete, advertisement distribution will start.
For Instagram
Instagram is a social networking site owned by Meta, which operates Facebook, so you can place ads on it from the same advertising manager.
Visit Facebook Ads Manager, create a new campaign , and select one of the following objectives :
After setting the campaign name, budget, etc., select ” Manual placement ” under ” Placement ” of the ad set , and check only ” Instagram ” under Platform.
In the asset customization section, check only ” Instagram in-stream video “.
Once you’ve saved your ad set, click Edit under Media under Creative .
Upload the video you want to use for in-stream ads from ” Upload “.
Once you have completed the ad creative settings and saved it, the trafficking process is complete. After the review is complete, Instagram in-stream ad distribution will start.
Points to note when posting
The size and duration of videos that can be used for in-stream ads vary depending on the medium. Upload videos in the recommended format according to each media’s regulations.
Additionally, since in-stream ads are played in a way that interrupts the main video playback, there is a risk that some users may feel uncomfortable. Especially if you choose a non-skippable format, you need to be careful not to give a negative impression of your product or brand.
Before placing an in-stream ad , pay close attention to the content to ensure that there are no expressions that may hurt viewers or extreme expressions .
In-stream advertising example
American beverage brand LIFEWTR uses in-stream advertising on Facebook and Instagram to increase awareness and cost efficiency.
LIFEWTR products are characterized by the use of up-and-coming artists in the bottle design. We are promoting the event with the message that “life requires both water and art.”
As a measure to increase brand awareness, we created short videos based on videos from the company’s art projects and created in-stream advertisements . The company’s in-stream ads are characterized by editing so that the content can be understood even without audio, and by giving an impression of the artist’s production scene and bottle design.
In-stream advertising doubled awareness compared to traditional advertising campaigns and reduced advertising costs by 43% per point of awareness increase .
Key points for achieving results with in-stream advertising (video advertising)
In order to achieve good results with in-stream advertising , you need to pay attention to several points, such as targeting and video creative.
Clarify your target
Be clear about what kind of target you want to see your video ads . For example, the optimal content will be different depending on whether your target audience is people in their 20s who are interested in fashion or if your target audience is business people in their 40s.
The key is to be specific about who you want to deliver video ads to and to encourage them to take what actions .
Focus on the first few seconds
Whether skippable or not, it’s important for video ads to grab the viewer’s attention within the first few seconds . If your video ad doesn’t capture their interest at the beginning, you won’t be able to get your message across.
Create a video ad that includes content that your target audience is interested in or a message that grabs their attention in the first few seconds.
Find winning creatives through effectiveness verification
After distributing a video ad , you need to verify its effectiveness. Let’s analyze some creatives with different patterns that achieved high results and find the factors behind their success.
If you find creatives that are likely to get a response, such as ` `swiftly switching the video within the first few seconds ” or “ making the captions stand out in large letters, ” you can utilize them in subsequent measures.
In-stream advertising is the hottest topic in the rapidly growing video advertising market
“In-stream advertising ” can be said to be the format that is currently attracting the most attention in the rapidly growing video advertising market.
In particular, in the case of “skipable ads ”, the billing method is clear, “CPCV billing”, and it is relatively easy to enter even for those who are new to posting video ads .
Please understand the advantages and disadvantages of “in-stream advertising ” and utilize it for your company’s branding.
