In-banner video ads are rich media ads that play a video right inside the banner. The player is typically flush to the bottom of the page and plays automatically – no need for user interaction. The ad’s built in tracking pixel fires events such as: impression, start, and completion so you can measure your results and optimize your campaigns.
In-banner video ads are considered the most impactful type of rich media creative by many advertising professionals. This is due to their ability to convey a powerful message within an extremely confined space, and due to the fact that these ads do not require any user interaction. Furthermore, in-banner video ads are reported to have much higher view-through rates than other forms of display ads.
In-Banner vs. In-Stream
In general, video players are required to show in-stream and out-stream video advertisements. However, in-banner video advertisements do not require a player. It is built into the banner itself. It is called an in-banner video ad because it is displayed inside the banner, completely within its borders.
In-stream video advertisements are generally 15 to 30 seconds long, although 15 seconds is regarded as ideal.
The typical in-stream ad will follow one of the following formats
Pre-roll: These advertisements are played before the video content starts.
Mid-roll: These resemble little commercial breaks that are played throughout the main content. A single video can contain several mid-roll ads.
Post-roll: This form of advertisement is aired at the completion of the main video content. These are generally regarded as the most useful on platforms where a user is positioned to wait for the next piece of content on the playlist.
In-banner video advertisements are video creatives that play in the display banner ad spaces on a website, usually without audio. In-banner video ads, such as in-display, in-page, video interstitial, incentivized video, and in-feed video are banner advertisements (generally 300 x 250 pixels) with videos that can expand to a big interactive screen or redirect viewers to the domain where these video advertisements are published.
There are three forms of in-banner video ads all publishers should know about:
Click to play: In this case, a still image is shown at first and then the video ad begins to play when the user clicks on the creative.
Autoplay with no sound: The video ad in this example is silent. When the user clicks on the video, it begins to play.
Hover to play: When the user hovers over an ad video, it will begin playing. When the user moves the mouse away, it changes back to a still image.
In-Banner Video Ads In Google Ad Manager
Setting up video advertising in Google Ad Manager is straightforward and comparable to other display advertisements. There are simply a few tiny modifications you’ll need to make:
- Ensure that the ad unit size is set to the same value as for banner display ads. However, when configuring ad creative dimensions, choose a video size, such as 300x250v.
- When you’re setting up targeting criteria for line items, make sure you pick Web display and out-stream.
- To enable the server to deliver in-banner video advertisements, you must also Opt-in through Google Ad Manager.
In-banner video advertisements are frequently delivered over Google Ad Manager’s direct campaigns. This is a great way of ensuring that your campaign is as targeted as possible.
Given that ad creatives adhere to the aforementioned criteria and Ad Manager setup is already finished, you’re ready to begin using in-banner ads on the website.
Effectiveness Of In-Banner Video Ads
Most advertisers are familiar with the concept of an in-banner video ad. The majority of the time, these ads play automatically and do not require any interaction to get started playing. These types of interstitials can be effective for increasing brand awareness, however they should be used sparingly since viewers can become annoyed if too many pop up at once and in different places.
Similarly, this ad format does not intrude on the material presented on a website. As all interruptions or engagement with these types of ads are initiated by the viewer, they can be seen as less obstructive compared to their in-stream counterparts. As with all ads, the more unobtrusive they are, the more successful they will be.
Banner blindness may be experienced on the other side of the spectrum, where viewers overlook elements on a page that they understand to be advertising.
The term banner blindness was coined by internet marketers to describe how people are blind to content on websites that they believe (correctly or incorrectly) are advertising. Banner blindness is still prevalent, despite the fact that webpage designs and types of advertisements have changed.
An in-banner video ad might also become more familiar to users over time, reasons why it is important that they be designed to make a strong first impression.
Following a few simple guidelines can help you create an effective in-banner video ad:
- Do not use the same creative for all your campaigns or refresh them too frequently.
- Include a “play” or “start” button that’s easy to locate.
- Use animation, sound, and other engaging elements sparingly.
- Make sure the video plays automatically when clicked on with a smooth transition into full screen if necessary.
- Make the size of an in-banner video ad 300×250 pixels at most since users will not want to spend too much time looking at it.
- Use bright colors and contrast them with the background for high visibility.
By following these guidelines, you can create an in-banner ad that engages your audience without being too overbearing.
Conclusion
Video advertising is one of the fastest growing sectors in digital advertising. It’s rapidly gaining traction and shows no signs of slowing down, with mobile video ads leading the charge. As it continues to gain popularity, more and more marketers are looking for ways to take advantage of this innovative opportunity.
Getting your brand in front of mobile users with outstanding video ads is an excellent way to reach them. Video ads are engaging, they increase brand awareness and boost conversion rates. The ease of creating these types of ads makes them an attractive option for marketers of all types looking to take advantage of this growing media format.