{"id":34167,"date":"2025-09-20T00:51:00","date_gmt":"2025-09-19T19:21:00","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=34167"},"modified":"2025-11-25T21:42:43","modified_gmt":"2025-11-25T16:12:43","slug":"instream-video-ads","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/","title":{"rendered":"Instream Video Ads 2025: What Works, What\u2019s Out, and How to Win","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Video streaming platforms like Netflix and Hulu have experienced an upward trend in viewing time. Users are spending 17 hours a week streaming OTT content (<a href=\"https:\/\/www.demandsage.com\/ott-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">DemandSage<\/a>). Moreover, with ad-supported OTT subscription plans gaining popularity, the viewership is bound to increase.<\/p>\n\n\n\n<p>Now, out of these 17 hours, a good portion would likely be spent watching ads, given their heightened attention span and low abandonment rates.<\/p>\n\n\n\n<p>This can only be achieved with instream video ads. These ads are becoming increasingly prominent across platforms, and publishers &amp; advertisers are reaping their benefits alike.<\/p>\n\n\n\n<p>In this blog, we will explore what in-stream video ads are, how they differ from <a href=\"https:\/\/www.adpushup.com\/blog\/outstream-video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">out-stream ads<\/a>, and the criteria defining in-stream ads in the eyes of the IAB.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#Key_Takeaways\" >Key Takeaways<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#What_are_Instream_Video_Ads\" >What are Instream Video Ads?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#In-stream_Video_Ads_Example\" >In-stream Video Ads Example<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#Types_of_Instream_Video_Ads\" >Types of Instream Video Ads<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#What_are_the_Pros_and_Cons_of_In-Stream_Video_Ads\" >What are the Pros and Cons of In-Stream Video Ads?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#Instream_Video_Ads_vs_Outstream_Video_Ads\" >Instream Video Ads vs Outstream Video Ads<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#Skippable_Instream_Video_Ads_vs_Non-skippable_Instream_Ads\" >Skippable Instream Video Ads vs Non-skippable Instream Ads<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#Best_Practices_for_Instream_Video_Ads\" >Best Practices for Instream Video Ads<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#Top_5_Video_Players_to_Run_In-Stream_Video_Ads\" >Top 5 Video Players to Run In-Stream Video Ads<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#Run_Video_Ads_with_AdPushup\" >Run Video Ads with AdPushup<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#FAQs_on_Instream_Video_Ads\" >FAQs on Instream Video Ads<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-key-takeaways\"><span class=\"ez-toc-section\" id=\"Key_Takeaways\"><\/span>Key Takeaways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"has-background\" style=\"background-color:#fff1f5\"><li>Instream video ads, now clarified by IAB run within dedicated video streams, increasing viewer engagement on platforms where video is the top focus.<\/li><li>Distinct from traditional \u201caccompanying content\u201d ads on social media, these formats use both linear (interruptive) and non-linear (overlay) placements on OTT and video sites.<\/li><li> Publishers leveraging instream ads can achieve high engagement and eCPMs, as viewers spend an average of 17 hours weekly streaming content.<\/li><li>However, overuse risks viewer fatigue and requires technical integration with a robust video player.<\/li><li>Skippable instream ads can actually outperform non-skippable ones by giving viewers a sense of control. Find out how this small tweak keeps audiences happier and yields better results<\/li><\/ul>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_are_Instream_Video_Ads\"><\/span>What are Instream Video Ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.adpushup.com\/video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Video ads<\/a> that are displayed sequentially within a video stream are called in-stream video ads. Essentially, instream ads are integrated directly within the streaming content, hence providing a seamless ad experience.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>They appear before, during, or after the main video, capturing the viewer&#8217;s attention while they are most engaged with the video.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>A <a href=\"https:\/\/iabtechlab.com\/march-2023-update-to-openrtb-is-now-ready-for-implementation\/\" target=\"_blank\" rel=\"noreferrer noopener\">March 2023 notification by IAB Tech Labs<\/a> had further narrowed down the definition of instream video ads. The remaining video ads that earlier used to come under the \u201cinstream\u201d category were given a new name &#8211; Accompanying Content Ads.<\/p>\n\n\n\n<h3>True Instream Video Ads vs Accompanying Content Ads<\/h3>\n\n\n\n<ul><li>True Instream Video ads are run in a video-intensive environment where the <strong>main intent of the user is to consume video content<\/strong>. It can include video-streaming platforms like Youtube, or OTT platforms like Netflix.<\/li><li>However, accompanying content ads are run in environments where <strong>video consumption is not the user\u2019s main intent<\/strong>. The examples include social media platforms like Facebook.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Notice the \u201cvideo will resume after the ad\u201d.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/image-12.png\" alt=\"Accompanying Content Ads in Facebook\" class=\"wp-image-34168\" width=\"263\" height=\"525\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/image-12.png 495w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/image-12-150x300.png 150w\" sizes=\"(max-width: 263px) 100vw, 263px\" \/><figcaption>Accompanying Content Ads in Facebook<\/figcaption><\/figure><\/div>\n\n\n\n<ul><li>Unlike in true instream ads that are generally set to \u201csound on\u201d, accompanying content ads are set to \u201csound off\u201d by default.<\/li><li>Moreover, true instream ads are set to autoplay while the accompanying content ads only play when the ad is in the viewport.<\/li><\/ul>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"In-stream_Video_Ads_Example\"><\/span>In-stream Video Ads Example<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3>1. YouTube Pre-roll Video Ads<\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/image-13-1024x445.png\" alt=\"Youtube Pre-roll Video Ads\" class=\"wp-image-34170\" width=\"644\" height=\"279\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/image-13-1024x445.png 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/image-13-300x130.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/image-13-768x334.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/image-13-1536x667.png 1536w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/image-13-1170x508.png 1170w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/image-13-150x65.png 150w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/image-13.png 1600w\" sizes=\"(max-width: 644px) 100vw, 644px\" \/><figcaption>Youtube Pre-roll Video Ads<\/figcaption><\/figure><\/div>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Types_of_Instream_Video_Ads\"><\/span>Types of Instream Video Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In-stream video ads can primarily be divided into two categories:<\/p>\n\n\n\n<h3>1. Linear Ads<\/h3>\n\n\n\n<p>Linear ads are the most common type of in-stream ads, temporarily pausing the main video content by taking over the entire playback area. They\u2019re called &#8216;linear&#8217; because they run in sequence with the video, much like traditional TV commercial breaks that appear before, during, or after a show.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Linear ads are further categorized into three subcategories:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul><li><strong><a href=\"https:\/\/www.adpushup.com\/blog\/pre-roll-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pre-roll ads<\/a>:<\/strong> Lasting 15-60 seconds, these ads roll in before the streaming content begins and are ideal for brand awareness. Pre-roll ads are considered to be an ideal format among advertisers for brand awareness campaigns. These ads can either be skippable or non-skippable.<\/li><li><strong>Mid-roll ads: <\/strong>These ads are shown in the middle of the streaming video content and capitalize on the heightened viewer attention, hence commanding higher <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-completion-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">completion<\/a> and lower abandonment rates.<\/li><li><strong>Post-roll ads:<\/strong> These ads are displayed at the end of a streaming video. Users find them less disruptive compared to both pre-roll and mid-roll ads, as they technically do not interrupt your streaming <a href=\"https:\/\/www.adpushup.com\/blog\/increasing-ad-revenue-through-user-experience-optimization\/\" target=\"_blank\" rel=\"noreferrer noopener\">experience<\/a>.<\/li><\/ul>\n\n\n\n<h3>2. Non-linear Ads<\/h3>\n\n\n\n<p>Non-linear video ads don\u2019t interrupt playback. They are run simultaneously with the main video content, hence positioning themselves as less disruptive compared to linear formats.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Non-linear ad format can further be categorized as:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul><li><strong>L-banner Ads:<\/strong> These ads, shaped like the letter L, briefly shrink the main video while they are displayed.<\/li><li><strong>Split Screen:<\/strong> Here, the screen splits into two, with one half displaying a commercial while the other half continues to stream video content.<\/li><li><strong>Pause TV:<\/strong> These ads, in the form of static images, appear on the user\u2019s screen a few seconds after they pause the video content.<\/li><li><strong>Overlay Ads:<\/strong> These are small and at times semi-transparent ads that appear on top of the existing content without blocking the entire screen.<\/li><\/ul>\n\n\n\n<h3>3. Companion Ads<\/h3>\n\n\n\n<p>Companion ads don\u2019t fall under the in-stream category but are displayed alongside <a href=\"https:\/\/www.adpushup.com\/blog\/types-of-video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">video a<\/a>ds outside the video player. These ads are an excellent choice for advertisers who want to subtly display their message without irritating the users.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Companion ads, regardless of their placement, play a crucial role in enhancing brand visibility and combating <a href=\"https:\/\/www.adpushup.com\/blog\/banner-blindness\/\" target=\"_blank\" rel=\"noreferrer noopener\">banner blindness<\/a>. They are frequently used with linear or non-linear in-stream adverts, hence the term &#8220;companion ads.&#8221;<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_are_the_Pros_and_Cons_of_In-Stream_Video_Ads\"><\/span>What are the Pros and Cons of In-Stream Video Ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3>Pros<\/h3>\n\n\n\n<ul><li>Allows ad sequencing that let marketers decide the series of ad narration, enhancing brand affinity and&nbsp;<\/li><li>Captures the attention of the viewers by appearing at key junctures within streaming content<\/li><li>As viewers are already invested in the main video, in-stream video ads offer a higher probability of being noticed and watched till the end, offering high completion rates.<\/li><li>Can be displayed as short video ad (as short as 5 seconds), which can save advertisers\u2019 resources while delivering results<\/li><li>Offers multiple targeting parameters, including <a href=\"https:\/\/www.adpushup.com\/blog\/behavioral-targeting-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">behavioral<\/a>, demographic, and interest-based.<\/li><\/ul>\n\n\n\n<h3>Cons<\/h3>\n\n\n\n<ul><li>Can be considered <a href=\"https:\/\/www.adpushup.com\/blog\/intrusive-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">intrusive<\/a> as linear in-stream ads literally interrupt the playback to be displayed<\/li><li>Technical dependency, as publishers are required to have an HTML5 video player to run them<\/li><li>Can lead to ad fatigue and ad avoidance in users if deployed too frequently<\/li><li>Only limited to environments where video content already exists<\/li><\/ul>\n\n\n\n<!-- Ask ChatGPT This Section -->\n<section style=\"position:relative; margin:60px auto; padding:40px 24px; max-width:820px; font-family:'Inter',sans-serif; border-left:6px solid #ED1C24; border-radius:12px; background:transparent;\">\n  \n  <!-- Premise -->\n  <p style=\"color:#555; font-size:15px; margin-bottom:10px; line-height:1.6;\">\n    \ud83d\udcac Curious to go deeper? Use the prompt below to explore this topic with ChatGPT\n  <\/p>\n\n  <!-- Heading -->\n  <h3 style=\"font-size:20px; font-weight:700; color:#1E1E2D; margin-bottom:14px;\">\n    Ask ChatGPT This:\n  <\/h3>\n\n  <!-- Prompt Box -->\n  <div style=\"border:1px solid #ED1C24; border-radius:10px; padding:18px 20px; \n           font-size:17px; font-weight:500; color:#1E1E2D; background:none; \n           transition:all 0.3s ease; cursor:copy;\" onclick=\"navigator.clipboard.writeText(this.innerText); alert('\u2705 Prompt copied to clipboard!');\">\n    What are the best practices for publishers using in-stream video ads in 2025?\n  <\/div>\n\n  <!-- Optional copy tooltip (appears on click) -->\n  <p style=\"font-size:13px; color:#888; margin-top:8px;\">\n    Tip: Click the box to copy the question and try it in ChatGPT.\n  <\/p>\n<\/section>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Instream_Video_Ads_vs_Outstream_Video_Ads\"><\/span>Instream Video Ads vs Outstream Video Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Here&#8217;s a comparison table on <a href=\"https:\/\/www.adpushup.com\/blog\/instream-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">instream video ads vs outstream video ads<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-table aligncenter\"><table><tbody><tr><td><strong>Factor<\/strong><\/td><td><strong>In-stream Ads<\/strong><\/td><td><strong>Out-stream Ads<\/strong><\/td><\/tr><tr><td><strong>Placement<\/strong><\/td><td>Run within video content, such as pre-roll (before), mid-roll (during), or post-roll (after); requires a video player.<\/td><td>Run independently, outside of video content, like in articles, social feeds, sidebars, or in\u2011banner <a href=\"https:\/\/www.adpushup.com\/blog\/best-ad-placement-strategies-on-your-website\/\" target=\"_blank\" rel=\"noreferrer noopener\">placements<\/a>.<\/td><\/tr><tr><td><strong>User Experience &amp; Engagement<\/strong><\/td><td>High attention capturing as users are invested in the video, but it can feel disruptive if displayed too frequently or for too long.<\/td><td>Less intrusive, autoplay only when in view and pause when out of view; easier to scroll past, so <a href=\"https:\/\/www.adpushup.com\/cpe-calculator\/\" target=\"_blank\" rel=\"noreferrer noopener\">engagement<\/a> can be lower.<\/td><\/tr><tr><td><strong>Ad Formats<\/strong><\/td><td>&#8211; Linear (pre, mid, post-roll)- Non-linear (overlays)- Companion ads (banners beside video)<\/td><td>&#8211; In-slide (<a href=\"https:\/\/www.adpushup.com\/blog\/sticky-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">sticky<\/a> corner unit)- In-text (inside articles\/text)- In-banner (video within <a href=\"https:\/\/www.adpushup.com\/blog\/banner-ad-sizes\" target=\"_blank\" rel=\"noreferrer noopener\">banner ad<\/a>)<\/td><\/tr><tr><td><strong>Monetization Potential<\/strong><\/td><td>Higher <a href=\"https:\/\/www.adpushup.com\/ecpm-calculator\/\" target=\"_blank\" rel=\"noreferrer noopener\">eCPMs<\/a> due to engagement and visibility; strong fit for publishers with video libraries or OTT\/CTV.<\/td><td>Lower eCPMs, but a broader reach and higher <a href=\"https:\/\/www.adpushup.com\/blog\/ad-fill-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">fill rates<\/a>, as video content isn\u2019t required. Good fit for text-heavy sites.<\/td><\/tr><tr><td><strong>Autoplay Behavior<\/strong><\/td><td>Plays automatically within the video stream; usually skippable only after 5 seconds. Must start with sound on (or with clear user intent).<\/td><td>Plays automatically when in view within non\u2011video content; muted by default, can be scrolled past easily.<\/td><\/tr><tr><td><strong>Viewer Control<\/strong><\/td><td>Limited control, as users often must watch part of the ad before skipping.<\/td><td>More control as users can scroll past or close the ad quickly, minimizing disruption.<\/td><\/tr><tr><td><strong>Content Requirement<\/strong><\/td><td>Needs video content and a compatible player; limited to video-based environments.<\/td><td>No existing video is required; it works on any site with text or display inventory.<\/td><\/tr><\/tbody><\/table><figcaption> Instream Video Ads vs Outstream Video Ads <\/figcaption><\/figure>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Skippable_Instream_Video_Ads_vs_Non-skippable_Instream_Ads\"><\/span>Skippable Instream Video Ads vs Non-skippable Instream Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-table aligncenter\"><table><tbody><tr><td><strong>Aspect<\/strong><\/td><td><strong>Skippable Instream Ads<\/strong><\/td><td><strong>Non-skippable Instream Ads<\/strong><\/td><\/tr><tr><td><strong>General Use Case<\/strong><\/td><td>Promote ads with flexibility; suitable for sales, leads, traffic, and awareness campaigns.<\/td><td>Promote ads that need to be viewed in full; best for brand awareness and consideration.<\/td><\/tr><tr><td><strong>Ad Experience<\/strong><\/td><td>The viewer can skip the ad after a few seconds, hence giving control over the ad experience.<\/td><td>The viewer must watch the whole ad, which can be seen as intrusive to some users.<\/td><\/tr><tr><td><strong>Placement<\/strong><\/td><td>YouTube watch pages, websites, <a href=\"https:\/\/www.adpushup.com\/blog\/ctv-vs-ott\/\" target=\"_blank\" rel=\"noreferrer noopener\">OTT<\/a>, and apps on Google video partners.<\/td><td>YouTube, <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-run-video-ads-in-google-ad-manager-gam\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google<\/a> video partner sites\/apps, OTT; may also run on YouTube TV.<\/td><\/tr><tr><td><strong>Bidding &amp; Charges<\/strong><\/td><td>CPV (pay if watched for platform-specified seconds or interacted) or impression-based (<a href=\"https:\/\/www.adpushup.com\/blog\/adsense-cpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">CPM<\/a>, <a href=\"https:\/\/www.adpushup.com\/blog\/cpc-vs-cpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">CPA<\/a>, maximize conversions).<\/td><td>Target CPM &#8211; charged per <a href=\"https:\/\/www.adpushup.com\/blog\/ad-impressions\/\" target=\"_blank\" rel=\"noreferrer noopener\">impression<\/a> (ad is always fully viewed).<\/td><\/tr><tr><td><strong>Format Duration<\/strong><\/td><td>Flexible, can be short or long<\/td><td>Must be within the limit specified by the platform to fit the standard length.<\/td><\/tr><\/tbody><\/table><figcaption> Skippable Instream Video Ads vs Non-skippable Instream Ads <\/figcaption><\/figure>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Best_Practices_for_Instream_Video_Ads\"><\/span>Best Practices for Instream Video Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3>1. Content Relevance<\/h3>\n\n\n\n<p>In-stream ads work best when they match both the viewer\u2019s interests and the content being watched. For instance, a gaming accessory ad fits naturally within a gaming video, while a fitness app ad resonates more in health-focused content. This kind of alignment boosts engagement and conversion, since the primary video content already matches with the user\u2019s interest.<\/p>\n\n\n\n<h3>2. Video Length<\/h3>\n\n\n\n<p>A key factor in in-stream <a href=\"https:\/\/www.adpushup.com\/blog\/ad-performance\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad performance<\/a> is their length and timing. Research shows that shorter ads, usually under 15 seconds, tend to deliver better results by preventing viewer fatigue and sustaining attention. While longer formats can work in specific contexts, keeping ads brief is generally the most effective way to maximize engagement.<\/p>\n\n\n\n<h3>3. Skippable over Non-skippable Instream Ads<\/h3>\n\n\n\n<p>It\u2019s recommended to display skippable ads over non-skippable ads to retain the user\u2019s sense of agency. Many users can find unskippable ads intrusive as they disrupt the viewing experience and remove control, often leading to frustration and ad avoidance.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Top_5_Video_Players_to_Run_In-Stream_Video_Ads\"><\/span>Top 5 Video Players to Run In-Stream Video Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Here are the 5 best video players that you should consider for running instream video ads:<\/p>\n\n\n\n<h3>1. AdPushup\u2019s FrameRate<\/h3>\n\n\n\n<p>FrameRate is AdPushup&#8217;s in-house instream player, which utilizes machine learning to fetch <a href=\"https:\/\/www.adpushup.com\/blog\/the-ultimate-guide-to-real-time-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">real-time<\/a>, user-specific, and targeted <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-post-bid\/\" target=\"_blank\" rel=\"noreferrer noopener\">bids<\/a>. The video solution has user experience-focused functionalities, ensuring only high-quality videos are served to the user.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>A Google policy-certified video player, it supports both in-content and floating content ads, adapting to the website\u2019s design for a seamless user experience. The proprietary video player also utilizes custom auction logic and a <a href=\"https:\/\/www.adpushup.com\/floor-sense\/\" target=\"_blank\" rel=\"noreferrer noopener\">dynamic floor engine<\/a> to deliver user-specific targeted bids.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The player, designed to run in low-power mode without lag, displays relevant, genre-specific, lightweight videos to increase user interaction.<\/p>\n\n\n\n<h3>2. Primis<\/h3>\n\n\n\n<p>Primis is another instream video player that increases video <a href=\"https:\/\/www.adpushup.com\/app-monetisation\/\" target=\"_blank\" rel=\"noreferrer noopener\">monetization opportunities<\/a> for publishers through high-quality, relevant video content.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Its <a href=\"https:\/\/www.adpushup.com\/blog\/how-ai-intention-models-are-shaping-contextual-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI<\/a>-powered <a href=\"https:\/\/www.adpushup.com\/blog\/contextual-ad-networks\/\" target=\"_blank\" rel=\"noreferrer noopener\">contextual<\/a> recommendation engine and real-time keyword extraction framework ensure that only relevant videos that match your content are displayed on your website.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Moreover, their robust <a href=\"https:\/\/www.adpushup.com\/blog\/the-ultimate-guide-to-ad-servers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad server<\/a>, <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-programmatic-direct\/\" target=\"_blank\" rel=\"noreferrer noopener\">direct deal<\/a> partnerships and integrated identity support ensure that each page of your website is optimized for <a href=\"https:\/\/www.adpushup.com\/blog\/video-ad-monetization\" target=\"_blank\" rel=\"noreferrer noopener\">video monetization<\/a>.<\/p>\n\n\n\n<h3>3. JW Player<\/h3>\n\n\n\n<p>JW Player Connatix is a performance-oriented, industry-leading video player that offers scalable video optimization and monetization for publishers. It provides intelligent video optimization through flexible ad models, premium demand, creative formats, and in-depth audience insights, making it a powerful solution.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Serving over 18 million monthly <a href=\"https:\/\/www.adpushup.com\/blog\/ad-impressions\" target=\"_blank\" rel=\"noreferrer noopener\">impressions<\/a>, its integrated ad server and <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-an-ad-exchange\/\" target=\"_blank\" rel=\"noreferrer noopener\">exchange<\/a>, along with next-gen <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-server-side-ad-insertion-and-how-does-it-work\/\" target=\"_blank\" rel=\"noreferrer noopener\">SSAI<\/a> and CSAI technology, ensure effective ad delivery to the right audience.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Moreover, the JW Connatix ad exchange connects publishers with leading <a href=\"https:\/\/www.adpushup.com\/blog\/top-dsps\/\" target=\"_blank\" rel=\"noreferrer noopener\">DSPs<\/a> and top brands, leading to higher eCPMs.<\/p>\n\n\n\n<h3>4. Unibots<\/h3>\n\n\n\n<p>UB Video Player is another product in the market for instream video ads. The player, powered by an advanced machine learning framework, connects publishers with leading <a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">programmatic<\/a> and direct advertisers, resulting in a minimum 60% increase in <a href=\"https:\/\/www.adpushup.com\/blog\/state-of-ad-revenue\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad revenue<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>With <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-ad-tech\/\" target=\"_blank\" rel=\"noreferrer noopener\">adtech<\/a> expertise gained over the years, the UB player delivers commendable eCPMs and fill rates with its powerful in-house optimization technologies and compliant <a href=\"https:\/\/www.adpushup.com\/blog\/best-video-file-format-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">video formats<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The instream video player collaborates with over 40 advertisers worldwide to deliver high-tier demand to publishers, enabling effective monetization.<\/p>\n\n\n\n<h3>5. Playstream<\/h3>\n\n\n\n<p>Playstream is another in-stream video player that offers <a href=\"https:\/\/www.adpushup.com\/blog\/server-side-header-bidding\" target=\"_blank\" rel=\"noreferrer noopener\">server-side<\/a> integration to prevent revenue loss for publishers and maintain a smooth user experience. Their video demand spans over 60 DSPs to unlock premium demand and accelerate publishers&#8217; ad revenue growth.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Moreover, the Playstream Video Marketplace, which offers global demand, has proven to increase revenue by 60% for some prominent publishing names in the industry.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>It utilizes HLS streaming for zero latency, delivering video content with perfect quality. Additionally, their vertical and <a href=\"https:\/\/www.adpushup.com\/blog\/interstitial-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">interstitial<\/a> video ad format offerings, along with OEM &amp; <a href=\"https:\/\/www.adpushup.com\/blog\/in-app-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">in-app<\/a> compliance, make it one of the best in the industry.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Run_Video_Ads_with_AdPushup\"><\/span>Run Video Ads with AdPushup<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-background\" style=\"background-color:#fff1f5\">Has your ad revenue plateaued? Or are your eCPMs decreasing? You are in the right place. Run video ads with <a href=\"https:\/\/www.adpushup.com\/publisher\/video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">AdPushup<\/a> and experience 5x CPMs.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#fff1f5\">With AdPushup\u2019s Video Ads, you will get:<\/p>\n\n\n\n<ul class=\"has-background\" style=\"background-color:#fff1f5\"><li>Access to a dedicated Certified Ad Ops account manager.<\/li><li>Get <a href=\"https:\/\/www.adpushup.com\/blog\/native-video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">native<\/a>, pre-roll, mid-roll, and post-roll video ads with our Lightweight Player.<\/li><li>Natively integrate with your video player to get access to 30+ premium <a href=\"https:\/\/www.adpushup.com\/blog\/video-ad-networks\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad networks<\/a>.<\/li><\/ul>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"FAQs_on_Instream_Video_Ads\"><\/span>FAQs on Instream Video Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1758305661001\"><strong class=\"schema-faq-question\"><strong>1. What are instream video ads?<\/strong><\/strong> <p class=\"schema-faq-answer\">In-stream video ads are the ads that appear within a video stream, i.e., when a user is viewing video content. This ad format is particularly prevalent on video-streaming websites like YouTube.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1758305703152\"><strong class=\"schema-faq-question\"><strong>2. How much does Facebook pay for 1000 views on instream ads?<\/strong><\/strong> <p class=\"schema-faq-answer\">Facebook pays its creators $2-$5 per thousand views on instream video ads.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1758305722035\"><strong class=\"schema-faq-question\"><strong>3. What videos are eligible for instream ads?<\/strong><\/strong> <p class=\"schema-faq-answer\">A few instream video ad eligibility criteria include:<br\/>&#8211; Placement within the primary video content<br\/>&#8211; Default sound on or explicit user intent to view the video content<br\/>&#8211; IAB-prescribed ad formats for instream video ads<br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1758305739549\"><strong class=\"schema-faq-question\"><strong>4. What is the difference between instream and outstream video ads?<\/strong><\/strong> <p class=\"schema-faq-answer\">In-stream video ads play within a video stream that requires a dedicated HTML5 video player to display them. On the other hand, outstream ads are displayed in-between the content-heavy websites and do not require a dedicated video content library to be deployed.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Video streaming platforms like Netflix and Hulu have experienced an upward trend in viewing time. Users are spending 17 hours a week streaming OTT content (DemandSage). Moreover, with ad-supported OTT subscription plans gaining popularity, the viewership is bound to increase. Now, out of these 17 hours, a good portion would likely be spent watching ads,<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":84,"featured_media":34680,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440,8805],"tags":[11418,11676,11674,11675,11417],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Instream Video Ads Redefined: New Rules, Hot Examples &amp; Best Practices<\/title>\n<meta name=\"description\" content=\"Instream video ads are changing fast. See what\u2019s hot, what\u2019s out, and make the most of your video inventory with our expert-backed blog.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Instream Video Ads Redefined: New Rules, Hot Examples &amp; Best Practices\" \/>\n<meta name=\"twitter:description\" content=\"Instream video ads are changing fast. See what\u2019s hot, what\u2019s out, and make the most of your video inventory with our expert-backed blog.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/Instream_Video_Ads.webp\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aishwarya Pillai\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#primaryimage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/Instream_Video_Ads.webp\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/09\/Instream_Video_Ads.webp\",\"width\":776,\"height\":520,\"caption\":\"InStream Video Ads - AdPushup\"},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#webpage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/\",\"name\":\"Instream Video Ads Redefined: New Rules, Hot Examples & Best Practices\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/#primaryimage\"},\"datePublished\":\"2025-09-19T19:21:00+00:00\",\"dateModified\":\"2025-11-25T16:12:43+00:00\",\"description\":\"Instream video ads are changing fast. 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