An in-stream video ad is a promotional video that plays before, during, or after streaming video content. These ads appear within video players on platforms like YouTube, social media sites, and streaming services. They're designed to reach viewers who are already engaged with video content.
Types of in-stream video ads
There are three main types of in-stream video ads:
- Pre-roll ads: Play before the main content
- Mid-roll ads: Appear during natural breaks in the content
- Post-roll ads: Show after the content ends
Pre-roll ads are the most common type. They often include a countdown timer showing when the main content will begin. Some pre-roll ads can be skipped after a few seconds.
How in-stream video ads work
When a user clicks play on a video, the publisher decides whether to show an ad. This decision is based on targeting criteria and the user's profile. The video ad plays within the same player as the main content.
Most platforms charge advertisers when their ad plays for a certain duration. Or when viewers take specific actions, like clicking through to a website.
Fraud risks with in-stream video ads
Ad fraud is a growing concern for advertisers. Fraudsters use bot traffic and click farms to generate fake views. This artificial traffic wastes advertising budgets and skews campaign data.
Common types of video ad fraud include:
- Bot networks that automatically play videos
- Hidden video players running ads in the background
- Click farms with real people watching ads repeatedly
- Domain spoofing that misrepresents where ads are shown
Protecting your video ad campaigns
To avoid wasting money on fraudulent video views, advertisers should use fraud detection tools. These tools can identify suspicious patterns in viewing behavior. They also flag invalid traffic from known bot networks.
Working with reputable video platforms and ad networks is essential. Choose partners who actively fight fraud and offer transparent reporting. Regular monitoring of video completion rates and engagement metrics can help spot potential fraud.
