In August 2022, IAB Tech Lab released updated Ad Format Guidelines for Digital Video and Connected TV (CTV) to enhance transparency and standardization in video advertising. The idea behind the guidelines was to introduce clear distinctions about what is in-stream video and what isn’t. Previously, due to loopholes in the previous definition, there were many kinds of player executions that could be labeled as In-stream, even if they didn’t meet advertiser expectations.
In 2023, the OpenRTB specification reinforced these guidelines with stricter definitions. Then finally in Q2’24 Google adopted these standards. Given their scale, publishers and video platforms were forced to adjust, as inventory that once commanded higher prices may no longer qualify under the new rule.
If you are a buyer, why should you care? These standards ensure video ads appear in high-quality, consumer-intended environments, reducing wasted spend on placements that don’t meet your expectations. So, let’s talk about how to think about In-stream moving forward.
One Size Doesn’t Fit All
In-stream video advertising has long been regarded as the gold standard of digital video ads. In-stream ads command attention and benefit from the credibility of high-quality publishers. However, just because buyers might prefer in-stream, it doesn’t mean alternative formats are ineffective. In fact, options like accompanying content, interstitials, and even no-content environments each offer unique advantages that can drive meaningful impact for advertisers.
The Power of In-stream Video
In-stream video ads—whether pre-roll, mid-roll, or post-roll—are directly embedded within video content that users have intentionally chosen to watch. This placement makes them highly valuable, as they are viewed in a setting where audiences are already engaged.
Benefits of in-stream video include:
- High engagement: Users are more likely to watch since they are already invested in the content.
- High-quality inventory: Typically found on trusted publisher sites and platforms.
- Strong brand association: Aligning with well-produced content enhances credibility.
However, the high cost and limited inventory of in-stream placements can push advertisers to explore other video ad options.
Accompanying Content (AC): A Balanced Approach
Accompanying content placements—such as adjacent video ads, native video ads, and in-feed autoplay formats—allow advertisers to reach audiences outside of traditional in-stream environments. These ads appear within articles, social feeds, or as standalone units within publisher pages.
Why consider accompanying content?
- Greater flexibility: More inventory availability than in-stream.
- Less disruption: Blends into the user experience rather than interrupting viewing.
- Strong viewability: Many formats only play when in view, ensuring higher completion rates.
Interstitials or Between Content (BC): High Impact, High Visibility
Interstitial video ads are full-screen placements that appear between content transitions—such as between levels in a game or when loading a new webpage. While some users may perceive them as intrusive, interstitials deliver undeniable impact.
Key advantages of interstitials:
- Unmissable presence: Full-screen format captures user attention.
- Optimized for engagement: Often designed with interactive elements to encourage participation.
- Desired placement opportunities: Especially effective in mobile gaming and app environments.
No-Content Environments (NC): The Minimalist Approach
While less traditional, video ads placed in no-content environments—such as digital signage, lock screen ads, or ad-only placements—can still be effective in capturing attention. These placements rely on strategic targeting and repetition to drive brand recall.
Why use no-content video ads?
- Low competition: Less cluttered ad environments mean greater focus on the brand message.
- Broad reach: Can appear in unique spaces such as rideshare screens, retail displays, or connected devices.
- Non-disruptive: Users are not expecting other content, making the ad itself the focal point.
Conclusion: It’s About the Right Fit
While in-stream video remains a highly desirable advertising format, alternative placements are not inherently lesser—they are simply different. Accompanying content offers seamless integration, interstitials deliver high impact, and no-content environments provide creative opportunities for brand visibility. The key is aligning the ad format with campaign goals, audience behavior, and platform context. By embracing a diversified video ad strategy, advertisers can maximize reach and effectiveness beyond traditional in-stream placements.