Digital Advertising Guide

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Video

Overview

Digital video ads are clips that are typically 15, 30 or 60 seconds long. The video ads are either housed in a banner ad or played before, during, or after the viewing of a full-length video. Oftentimes, video ads are accompanied by companion ads to encourage clicks after the video is viewed.

Ad Formats

Digital video may be used within any of the standard banner sizes, within custom sizes that are specific to individual publishers, and within video players on publishers' websites. Digital video placements may be classified as either in-banner or in-stream.

In-banner

In-banner placements are videos played within a standard banner. These videos may either be user-initiated (click-to-play) or auto-played. Video ads may also be part of rich-media ads.

In-stream

Similar to television commercials, in-stream video ads are auto-played within publishers' digital video content. Some in-stream ads give the viewer an option to skip it or just watch the first several seconds. Others require the viewer to watch it in its entirety before he or she can watch the original video content. Marketers may purchase three types of in-stream placements: pre-roll, mid-roll, or post-roll.

Pre-roll

A pre-roll placement is a video advertisement that is played before a publisher's video is viewed.

Mid-roll

A mid-roll placement is a video advertisement that is played as a commercial break during the viewing of a publisher's video.

Post-roll

A post-roll placement is a video advertisement that is played after the viewing of a publisher's video.

Page 31 of 73
 

Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

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