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What are Instream Video Ads & What’s so great about it?

PUBLISH DATE: 22 November 2023

Navigating the marketing industry can be daunting with its ever-evolving landscape of acronyms and dynamic definitions. The latest puzzle to unravel? Instream video.

To empower marketers, let’s delve into what are Instream video, highlighting recent updates, the pros and cons, aiding in an informed decision tailored to specific marketing goals and target audiences.

What are Instream Video Ads Anyway?

Historically, these ads play within an existing video stream and can be classified as pre-roll, mid-roll, or post-roll ads.

Pre-Roll Instream Ads

Display before a video starts.

Mid-Roll Instream Ads

Interrupt the viewing experience, often in longer content with a high completion rate due to viewer engagement.

Post-Roll Instream Ads

Appear when a video concludes, offering a better user experience but with lower effectiveness.

Furthermore, instream video ads come in two primary formats: non-skippable and skippable, each with distinct viewer interactions. Non-skippable ads demand the audience’s full attention, playing in entirety before granting access to the desired video content. On the flip side, skippable ads offer viewers the flexibility to bypass the advertisement after a set duration, typically around five seconds.

These ads present advertisers with a valuable opportunity to connect with a diverse audience, engaging them during active video consumption. Striking a delicate balance between conveying the message effectively and respecting the viewer’s experience is crucial for advertisers. This equilibrium ensures a positive reception of the ads, enhancing the overall impact of their marketing efforts.

When it comes to video ads, people tend to find pre-roll ads less annoying than others, according to a study. The research showed that 69% of folks could remember a pre-roll ad, while only 41% could recall a mid-roll ad.

Also Read: Video Contextual Advertising: Everything You Need to Know

Pros of Instream Ads

Captivated Audience:

Leveraging instream ads capitalizes on the fact that viewers are already primed for video content, actively seeking and engaging with it. Whether at the beginning, middle, or end of a video, the audience is comfortably tuned in, with audio on, creating an opportune environment for your message.

Motivated Engagement:

Particularly with non-skippable pre-rolls and mid-rolls, viewers have a compelling reason to stay engaged—they want to return to their initial content. This inherent motivation, coupled with sophisticated retargeting, can enhance their viewing experience and increase the likelihood of exploring your product or service further.

Cons of Instream Ads

Limited Placement Options:

An inherent drawback of instream ads lies in the limited array of platforms available for marketing. While major platforms like YouTube and Facebook are prominent choices, businesses targeting B2B clients or demographics less active on social media may find their options constrained.

Perceived Intrusiveness:

Instream ads are encountered by users who have not necessarily chosen to watch them, potentially rendering them as intrusive or bothersome. The lack of explicit user consent may contribute to a sense of interruption, impacting the overall viewer experience.

More Recent Updates for Advertisers

In the OpenRTB 2.6 specifications from the IAB Tech Lab, a new classification for Instream and other video ads emerged…

  • Instream: Played before, during, or after requested video content, with sound on.
  • Accompanying Content: Pre-, mid-, or post-roll ads within editorial content, playing automatically without sound.
  • No Content/Standalone: Video ads independent of specific content, shown in video players playing only ads.
  • Interstitial: Full-screen video ads on the web and in-app.

Next Steps

Given video’s effectiveness, staying informed is crucial. Adapting to the new classification system is paramount, and Crafters is here to help.

To discover how we can support you in navigating this evolving landscape and achieving your business goals, reach out to us.

Festive Season 2023: Here’s How to Stand Out with Innovative Video Ads

PUBLISH DATE: 25 September 2023

The festive season in India is a time of joy, celebration, and significant opportunities for brands to connect and engage with their audiences. As more and more people spend their time online, it has become crucial for businesses to leverage digital platforms effectively. One powerful tool that can help brands ace their score this festive season is interactive ads.

As we step into the festive season in India, the advertising industry is gearing up for what promises to be a blockbuster year. With Dussehra, Diwali, and the ICC Cricket World Cup 2023 on the horizon, brands are ready to capitalize on this opportunity to connect with their target audience.

By staying informed about market trends, effectively targeting specific industries, and developing engaging advertising campaigns, brands can tap into the potential of festive marketing to boost their sales and leave a lasting impression. Dynamic video advertising is a valuable tool that enables brands to distinguish themselves in a crowded marketplace and outshine their competitors.

2023 Festive Season: Brands Go All Out for Ad Revenue!

As per a report by the Economic Times, the media industry, spanning print & digital platforms, is anticipating advertising revenue to grow at double digits to more than 30,000 crore during this festive season in 2023 due to a longer period of festivals.

Based on leading advertising agencies’ reports, the projected advertising revenue for the 2023 festive season in India is estimated to be a staggering $5.5 billion. This is a significant increase from the previous year, driven by the convergence of major festivals and highly anticipated sporting events.

Read More: Navigating Path in Programmatic with Contextual advertising

The Growing Trend of Online Shopping in India

Deloitte India predicts that the online retail market in the country could surge to a staggering USD 325 billion by 2030, a significant leap from the USD 70 billion recorded in 2022. This remarkable growth is primarily attributed to the rapid expansion of e-commerce in tier-2 and tier-3 cities.

In 2023, online shopping in India is reaching new heights, with an increasing number of consumers turning to the internet for research & purchase products. According to a study, 81% of consumers go online to find information about the product/service before making a buying decision.

In FY 2021-2022, as per a report by Mint, the number of annual online shoppers in India was about 185 million across India. This number is likely to increase to 425 million by 2027. 

Leveraging Dynamic Online Video Ads for Personalized Festive Advertising

Let’s explore strategies, insights, and trends behind successful festival ad campaigns. Here’s how your brand can leverage granular targeting, innovative strategies, and interactive ad experiences to stand out during festive seasons, captivate your audience and elevate your brand recall.

1. Captivate Users Amidst Festival Frenzy!

Festivals bring people together, both personally & digitally, leading to a significant increase in online activity. To cut through the digital clutter and capture user attention, brands should craft innovative and interactive campaigns.

By leveraging the power of dynamic & interactive video advertising for shoppable ads new retail opportunities by allowing brands to connect with people in a new way and stimulate the user to make a purchase.



Shoppable Interactive Video Ad

2. Understand the Cultural Significance

India’s festivals are steeped in rich culture and tradition. To create compelling campaigns, brands should begin by gaining a profound understanding of the cultural significance of the celebrations they aim to engage with. This comprehension serves as the foundation for tailoring messages that deeply connect with the emotions and values inherent in these festive occasions.

3. Engage your Audiences with Create Festive-Themed Content 

Brands have the opportunity to customize their short video and open web ad content to harmonize with the festive ambience. By incorporating festive colours, symbols, and music, they can craft an immersive experience for their audience. This approach allows them to showcase how their product or service can elevate and become an integral part of the festival celebrations, enhancing the overall festive experience.

4.  Evoke Nostalgia and Emotions Through Compelling Storytelling

Crafting messages that evoke nostalgic childhood days or cherished festive memories not only enriches content but also bolsters the authenticity of the brand. Furthermore, relatable content has the power to kindle nostalgia, prompting individuals to feel compelled to share it with their loved ones. This not only boosts brand visibility but can also foster the creation of a dedicated and loyal customer base.

5. Run targeted Innovative Ads & Optimize for Mobile

Given the rise of mobile internet usage in India, it’s imperative to prioritize the optimization of ad campaigns for mobile devices. To maximize the impact of festive campaigns, it’s essential to segment your audience based on demographics, preferences, and behaviour. This segmentation ensures that your ads are strategically delivered to the right audience, at the right time, enhancing their effectiveness.

Final Take

This festive season, it’s all about maximizing your brand’s awareness and leading to more clicks. Dynamic video optimization tool is your ticket to achieving just that. With personalized video content, data-driven insights, interactive elements, and a seamless user journey, you’ll be well-equipped to make a lasting impression on your audience. So, don’t miss out on the online video ads advantage and make 2023 unforgettable with standout Festival marketing.