What is Video Ads?
Advertising format that uses video content to deliver marketing messages, available in various formats like pre-roll, rewarded, and in-stream.
Video ads are advertising formats that use video content to deliver marketing messages to users. They can appear as pre-roll (before content), mid-roll (during content), post-roll (after content), or as standalone video placements. Video ads are highly engaging and effective for storytelling, product demonstrations, and brand awareness campaigns.
Why It Matters
Video ads typically achieve higher engagement rates and better recall than static formats. They enable rich storytelling and product demonstrations that can drive stronger emotional connections with audiences. Video ads are particularly effective for mobile advertising, where full-screen video experiences can capture user attention and drive conversions.
How to Calculate
Video ad metrics include: Video Completion Rate (VCR) = Completed Views ÷ Video Starts × 100%, View-Through Rate = 25%/50%/75% Video Views ÷ Total Impressions × 100%, Cost Per Completed View (CPCV) = Total Spend ÷ Completed Views, and Video CTR = Clicks ÷ Video Starts × 100%.
Industry Benchmarks
| Category | Average | Good Performance |
|---|---|---|
| Mobile Video Completion | 75% - 85% | 90%+ |
| Desktop Video Completion | 70% - 80% | 85%+ |
| Video CTR | 1.0% - 3.0% | 4.0%+ |
| Rewarded Video Completion | 90% - 95% | 97%+ |
Best Practices
Create compelling openings to capture attention within the first 3 seconds. Optimize videos for mobile viewing with vertical or square formats. Include clear calls-to-action and brand messaging early in the video. Test different video lengths to find optimal performance for your audience. Use high-quality audio and visuals to maintain professional standards.
Examples
A mobile game uses 15-second gameplay videos as rewarded ads, achieving 92% completion rates and 25% install rates. An e-commerce app creates product demonstration videos that increase purchase conversion rates by 60% compared to static image ads.
Notes
Video ad formats include skippable, non-skippable, bumper ads (6 seconds), and interactive video ads. Mobile video consumption has grown significantly, making mobile-optimized video ads essential. Vertical video formats (9:16) often outperform horizontal formats on mobile platforms.