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Top 5 Video Advertising Formats for 2024: Professional Overview

In this article, we analyze the five primary video advertising formats for 2024, including Instream, Outstream, Rewarded Video, Connected TV, and Social Video, uncovering their advantages and unique features.

As we venture further into the digital age, video advertising continues to be a dynamic and influential force in the marketing world. With each passing year, new trends and formats emerge, reshaping the way advertisers connect with their audiences. In this comprehensive guide, we'll delve into the top 5 video advertising formats poised to dominate 2024. From the tried-and-true to the innovative, we'll explore the intricacies and advantages of each format. So, let's dive into the exciting landscape of video advertising without further ado.

1. Instream Video Advertising: Captivating Viewers Seamlessly

Instream video advertising has long been a staple of digital advertising, encompassing both skippable and non-skippable formats as well as Bumper formats. These ads play within video content and offer unique benefits to advertisers:

Skippable Video Ads

Skippable video ads provide viewers with the option to skip the ad after a few seconds, ensuring advertisers pay only when viewers engage meaningfully. This approach is a favorite on platforms like YouTube, allowing advertisers to capture the attention of engaged audiences without incurring unnecessary costs.

Non-skippable Video Ads

Non-skippable ads, on the other hand, compel viewers to watch the entire ad, guaranteeing undivided attention. While they come at a higher price point, their effectiveness shines on platforms like Netflix, delivering maximum impact and brand exposure in a distraction-free environment.

Bumper Video Advertising

Introducing the Bumper video advertising format, where brevity meets impact. Bumper ads are ultra-short, non-skippable video ads lasting just six seconds. While you might wonder how much can be conveyed in such a short time, their effectiveness lies in creative storytelling and strategic placement.

Bumper ads are a common sight on platforms like YouTube, where they play before or during videos. They capture viewers' attention in a concise yet memorable way. These ads are perfect

for delivering quick brand messages and maintaining brand visibility without overwhelming the viewer.

When we talk about Bumper ads, we're talking about condensed, impactful storytelling. In a world where attention spans are shrinking, Bumper ads cut through the noise and deliver the message quickly and effectively. They are less intrusive, respecting viewers' time, and can be a cost-effective option, as advertisers pay for impressions, not engagement duration.

2. Outstream Video Advertising: A Cost-Effective Reach

Outstream video advertising offers advertisers an efficient way to reach a wide audience. This format can be further divided into three primary sub-formats, each presenting unique advantages:

a. InFeed Video

InFeed video seamlessly integrates into a website's content feed, appearing as native content. Its non-disruptive nature makes it a favorite for both publishers and advertisers. It's like a hidden gem waiting to be discovered by viewers.

b. InBanner Video

InBanner video ads reside within standard banner ad spaces on webpages. Their unobtrusive presence is well-suited for news websites and blogs, offering a cost-effective way to engage audiences.

c. Native Video

Native video advertising seamlessly integrates with the design of the platform on which it is displayed. Its ability to align with the aesthetics of native content provides users with an impressive experience.

Dmitriy Miroshnichenko, CMO of Fusify, emphasizes:

"Native Video is a format that naturally fits into the content, ensuring maximum audience engagement. Viewers do not switch or skip this type of advertising because it is integrated into their content consumption and does not irritate the user."
"Outstream video advertising provides advertisers with a versatile and valuable way to reach their audience. In particular, Native Video advertising is a powerful tool for increasing attractiveness and creating a positive brand perception."

Native Video Advertising: Advantages and Features

Native Video Advertising, or "Native Video Advertising," is one of the most effective formats of video advertising, distinguishing itself from other approaches. Let's consider the main advantages and features of this format:

  • Integration with content: Native video advertising seamlessly integrates with video content, appearing naturally within it. This smooth integration makes it less intrusive for users, as they expect video in this context.
  • Maintaining visual contact: Native video advertising allows for maintaining visual contact between the user and video content, remaining visible above the primary content as it follows the user throughout the site.
  • High view and interaction rates: Thanks to its natural integration, native video advertising often achieves high viewing and interaction rates, such as Click-Through Rate (CTR).
  • Mute by default (advantage): Native video advertising plays without sound by default, not annoying users. They have the option to manually enable sound if necessary.

Users expect video content on specific platforms, and native video advertising meets these expectations, making it more easily digestible. 

Native video advertising can be easily personalized to match the interests of the target audience, increasing the effectiveness of advertising campaigns.

3. Rewarded Video Advertising: User-Centric Engagement

Rewarded video advertising is gaining prominence for its user-centric approach. In this format, viewers voluntarily engage with an ad in exchange for a reward, such as in-game currency or extended content access. This mutually beneficial arrangement yields high view-through rates and fosters positive brand perceptions.

Rewarded video ads have found a natural home in mobile gaming apps, where users willingly choose to watch an ad to unlock in-game rewards. This format combines low costs with substantial engagement, making it a compelling option for advertisers seeking to capture the attention of a diverse audience.

4. Connected TV (CTV) Advertising: Premium Quality, Targeted Reach

Connected TV advertising targets the growing trend of streaming content on smart TVs, OTT devices, and gaming consoles. While it comes at a premium price, it offers precise targeting options and access to premium content environments.

Leading streaming platforms like Netflix and Hulu heavily rely on CTV advertising to deliver a premium viewing experience with minimal interruptions. Although it may have a smaller audience volume, the quality and receptiveness of the audience make it an attractive choice for high-budget advertisers.

5. Social Video Format: From Facebook to TikTok and Instagram

Facebook:

  • Live Streams (Live Video): Users can broadcast video in real-time, engaging with the audience through comments and reactions.
  • Video Posts: Video recordings that can be uploaded to a page or group. They can be both short video clips and longer video presentations or advertisements.

TikTok:

Creative Short Videos: TikTok is known for its short, creative video clips, typically lasting from 15 seconds to 3 minutes. Users can add music, filters, and special effects.

Instagram:

  • IGTV (Instagram TV): A platform for longer video clips, which can last up to 60 minutes. IGTV allows users to create more extensive content.
  • Feed Video Posts: Short video recordings that can be viewed directly in the feed, but they are usually shorter than those on TikTok.
  • All of these platforms offer the opportunity to create diverse video content, and each of them has its unique features that appeal to different types of audiences.

The video advertising market in 2024 offers a variety of formats, each of which caters to specific needs and goals. Regardless of your choice—whether it's the interactive Instream advertising format, the versatile Outstream options, user-focused Rewarded Video, premium CTV, or personalized Native Video advertising—your choice should align with your campaign's objectives and audience preferences. Video advertising is not just about the message; it's about the format in which it's delivered. Choose wisely!

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