Out-stream video ads
Video ads are generally defined by their placement, their creative components, and whether the user receives something (reward) for watching a video.
In-stream video
In-stream video is shown inside a content video player. These ads are shown when you're watching a clip, a live sporting event, television show, etc.
Out-stream video
Out-stream video is shown outside a content video player. These ads are shown within articles, social feeds, between levels of a game, etc. Learn more about out-stream video in the IAB documentation.
Out-stream video types and descriptions
Type | Interstitial video | Rewarded video | Native video | In-Feed video | In-Article video |
---|---|---|---|---|---|
Appearance | |||||
What is it | A full-screen video ad that appears in between experiences in an app | An option to watch a video in order to receive a reward from the publisher (i.e. wifi access, additional lives in a game, etc.) | A video ad that is styled like the surrounding app or page content | A video ad in content, social, or product feeds; often is a native |
A video ad between paragraphs of editorial content, existing as a standalone branded message |
Placement | Interstitial | Interstitial | N/A (no video message) | In-feed | In-article |
Platform | mApp | mApp | mApp, mWeb, desktop | Mostly mApp | Mostly mWeb and desktop |
Initiation | Auto-play, sound on or off | Click to play, sound on | Auto-play (when in view), sound off (tap for sound) | Auto-play (when in view), sound off (tap for sound) | Auto-play (when in view), sound off (tap for sound) |
Benefits of Interstitial video ads:
- Clicks are only counted if the user clicks the Learn more button. This prevents inflated click through rates. The user is also protected from accidentally exiting the app.
- Ads are highly viewable since they are full screen. Active View can also be used to measure viewability.
- Interstitial video ads are only served when the user is connected to a wi-fi network, preventing excessive mobile data usage.
- When in an app, interstitial video ads are only served in between experiences, never interrupting the user or content.
Buying Best Practices:
Interstitial video ads are only served on mobile app, follow all mobile video buying recommendations. See below for key signals specific to interstitials:
Field name | Description |
Placement |
Describes where the video ad will play. Be sure to include interstitial in targeting. (Do not only target instream or pre-roll) |
Player size (Width, height) |
Multiple width / height pairs are passed in the bid request. However the first width / height pair is always identical to the screen size, which is important as these are full screen placements. |
Allowed_Video_Formats |
Describes the allowed video technologies for ads served in response to this request. Note that VPAID is not accepted for mApp requests |
ScreenOrientation | The screen orientation of the device when the ad request is sent. Because interstitials are full screen, it's recommended that a portrait video creative is returned when the user is holding their phone vertically. |
SkippableBidRequestType | A lot of interstitial inventory is skippable. Do not target non-skip only. |
Viewability | Ad Exchange measures viewability using Active View across mApp inventory. Third party viewability vendors do not currently work in app environments. |
Benefits of Rewarded video ads:
- Users make a conscious choice to watch the ad, inventory is explicitly opt-in "click to play".
- Improved performance from engaged users, high completion rates, and end cards with clear call to actions.
- Full screen video ad, can use Active View to measure viewability.
- User first experience:
- User can close the ad at any time, they will be prompted to choose forfeiting the reward if they want
- Countdown timer to show user how long the ad is
- Policies to ensure a great user experience and advertiser value, including these as well as others:
- Rewards may not be converted into actual currency
- No encouraging users to click on ads or misleading context
Buying Best Practices:
Rewarded ads are mobile app inventory. Follow all mobile video buying recommendations. See below for key signals and best practices specific to Rewarded video ads:
Field name | Description |
Is_rewarded |
Whether the user receives a reward for viewing the ad |
Placement | Describes where the video ad will play. Rewarded ads are Insterstitial placements, make sure to include interstitial in targeting. (Do not only target instream or pre-roll) |
Playback_method | click_to_play |
Player Size (width, height) | Multiple width / height pairs are passed in the bid request. However the first width / height pair is always identical to the screen size, which is important as these are full screen placements. |
Allowed_Video_Formats | Describes the allowed video technologies for ads served in response to this request. Note that VPAID is not accepted for mApp requests. |
ScreenOrientation | The screen orientation of the device when the ad request is sent. Because interstitials are full screen, it's recommended that a portrait video creative is returned when the user is holding their phone vertically. |
Viewability | Ad Exchange measures viewability using Active View across mApp inventory. Third party viewability vendors do not currently work in app environments. |
Benefits of native video ads:
- Matches look and feel of the site or app, is a more seamless viewing experience for the user.
- There are many policies in place to make sure in-feed creatives are a good user experience.
Buying Best Practices:
For native video ads, follow all creative specifications and bidder recommendations.
Native Video ads will not include a video message in the bid request at this time.
Benefits of in-feed and in-article video ads:
- Gives buyers the opportunity to reach audiences in more moments throughout the day, even when the user is not necessarily watching video content
- Valuable on mobile where there is scarce real estate on the screen
- Bid with the same VAST response that you use to buy video on all other inventory
- There are many policies in place to make sure outstream video creatives are a good user experience. Including, but not limited to:
- Ad attribution - all creatives will be clearly marked as such
- The video cannot cause the page to reflow its layout before, during, or after the video ad renders
- Creative only plays when in view; protects advertiser from false views and completion rates
Buying Best Practices:
Most in-feed video ads are served on mApp and most in-article video ads are served on mWeb and desktop. Follow all mobile video buying recommendations for mobile placements. See below for key signals and best practices specific to In-feed and In-article ads:
Field name | Description |
OpenRTB: AdX Signals: allowed_video_formats, allowed_ad_type |
Use VAST. Do not use VPAID, MRAID, FLV, or WEBM |
Placement: in_feed, in_article |
Do not target In-stream, above the fold, pre-roll, mid-roll, or post-roll |
OpenRTB: AdX Signals: |
To determine if the creative is mWeb, Desktop, or mApp |
OpenRTB Signals: w, h AdX Signals: width, heigh |
If appropriate, read the player size for targeting |
OpenRTB Signal: Metric AdX Signal: viewability |
Use Active View for viewability. 3rd party viewability vendors do not work (no VPAID accepted) |
OpenRTB Signal: ifa AdX Signal: advertising_id |
Web placements have cookies, App placements have IDFA/ADIDs. |