Lights, camera, conversions! Mobile in-app video ads steal the spotlight — and for good reason. Whether you’re a publisher aiming to boost revenue or an advertiser looking to captivate audiences, video ads offer a dynamic, high-impact solution.
With attention spans shrinking, competition for eyeballs is fiercer than ever. In-app video ads provide the perfect blend of storytelling and performance to engage any audience. Ready to roll?
Mobile video ad formats
Mobile in-app video ads come in a variety of formats, each designed to engage users in different ways. Some are short and skippable, while others offer a more immersive, full-screen experience. Let’s explore the most popular mobile video ad formats and how they can fit into your strategy:
Instream video ads
These ads play within existing video content. Think of them as the digital version of a TV commercial, seamlessly integrated into the viewing experience.
There are three types of instream video ads:
- Pre-roll: These are the ads that you see before the requested video begins.
- Mid-roll: Like commercial breaks, these ads play during the requested video content.
- Post-roll: These ads play (yes, you guessed it) at the end of the requested video, making them the least intrusive for users.
Outstream video ads
Unlike instream ads, outstream videos appear within non-video content, such as in an article or between paragraphs. They autoplay when in view, making them a great way to expand video reach beyond traditional video platforms.
Rewarded video ads
A user-friendly format where viewers choose to watch an ad in exchange for a reward, such as in-game currency or premium content. This creates a win-win scenario — engaged users and high-performing ads.
Interstitial video ads
Full-screen video ads that appear between content transitions, like when moving between app screens or levels in a game. Their immersive nature grabs attention, making them highly effective for engagement.
Playable video ads
An interactive ad format that is commonly used by app advertisers to allow users to test out an app or game before downloading. These ads offer an engaging, hands-on experience, driving high intent and better conversion rates.
Choosing the right video ad format for your ad campaign
Each mobile video ad format offers unique benefits for advertisers looking to maximize their reach and engagement. From increasing brand visibility to driving user interaction, understanding the strengths of each format can help you choose the right one for your campaign goals. Let’s take a closer look at the top benefits of each to help you get the most out of your ad spend:
Instream video ads
- High visibility: Ads play within premium video content, ensuring strong user engagement.
- Familiar format: Mimics traditional TV commercials, making it easy for brands to repurpose creative assets.
- Better completion rates: Users are already watching video content, increasing the likelihood of full ad views.
Outstream video ads
- Expanded reach: Video ads can appear in a variety of non-video environments, like articles and social feeds.
- Cost-effective: With eCPMs that are typically lower than other video formats, outstream offers a budget-friendly way to engage your target audience with video.
Rewarded video ads
- High engagement: Users willingly watch these ads in return for a reward, leading to higher completion rates.
- Positive UX: Creates a value exchange, making ads a welcome break rather than a disruption.
- Better brand perception: Users associate the ad with the benefit they receive, leading to a more favorable view of the advertiser.
Interstitial video ads
- Full impact: Captures 100% of the screen, eliminating distractions and boosting ad recall.
- High engagement: Well-timed interstitials grab users attention during natural breaks in content.
Playable video ads
- Higher intent: Users who convert via these ads are more likely to become loyal customers.
- Lower uninstall rates: Since users get a preview before installing the advertised app, they are less likely to uninstall later.
Video ad spending trends
In the mobile advertising world, video is king. Last year, mobile video ad spending growth surpassed 26%. And although this growth is expected to slow, total mobile video ad budgets will still be expanding by over $10 billion in the US year-over-year.
Mobile video ads offer a powerful way to engage users and drive results, and these numbers are further proof of that. No matter what your campaign goal, there’s a video ad format that can fit your objectives. By understanding the benefits of each format and strategically integrating them into your campaigns you can maximize both reach and engagement, ensuring your ads deliver the best possible performance.
