7 Types of Video Advertising: Examples, Benefits & Best Practices

Video advertising helps brands reach specific audiences, explain products quickly, and drive action across social platforms, websites, streaming services, and digital publishers. The right format can turn a product feature, customer story, or offer into a clear message that viewers can understand within seconds.

But types of video advertising go beyond pre-roll and social media ads. Brands can use native video ads for discovery, CTV and OTT ads for broad reach, UGC-style ads for social performance, interactive formats for engagement, and shoppable videos to shorten the path to purchase.

This blog covers the types of video ads, key video advertising formats, their benefits, real-world video ad examples, and video advertising best practices. It also explains how to choose the right format and build video advertising strategies that support different campaign goals.

What Are the Types of Video Advertising?

The main types of video advertising include in-stream, outstream, social, native, CTV/OTT, interactive, and shoppable video ads. Each format changes where the ad appears and how viewers interact with it, so the right choice depends on the campaign objective and viewing environment. The following video advertising formats cover the most common ways brands use video ads in digital campaigns:

1. In-Stream Video Ads

In-stream video ads play within video content before, during, or after the content a viewer chooses to watch. They are commonly used on YouTube, streaming platforms, publisher video players and other online video environments.

The main in-stream video ad formats include:

• Pre-roll: Plays before the main video begins.
• Mid-roll: Appears during the video, usually at a natural break.
• Post-roll: Plays after the main video ends.
• Skippable in-stream: Allows viewers to skip the ad after a specified period.
• Non-skippable in-stream: Requires viewers to watch the designated ad duration.
• Bumper ads: Short, non-skippable video ads designed to communicate one focused message.

The right format depends on the campaign objective, video environment and how much time the creative needs to communicate its message. Google currently lists skippable in-stream, non-skippable in-stream and bumper ads among its YouTube video ad formats.

For in-stream campaigns, creative should communicate the main idea early, particularly when viewers have the option to skip.

2. Outstream Video Ads

Outstream video ads appear outside traditional video content, such as within articles, content feeds, mobile apps or dedicated advertising placements.

Unlike in-stream ads, the viewer does not need to be watching another video for the advertisement to appear.

Common outstream video ad formats include:

• In-article video ads: Appear between sections of editorial or written content.
• In-feed video ads: Appear within content or social feeds.
• In-banner video ads: Use a display advertising placement to deliver video.
• Native outstream ads: Adapt the appearance and placement to the surrounding content environment.
• Interstitial video ads: Appear between content or during transitions, particularly within apps.

Outstream video ads can help brands extend video campaigns beyond traditional video inventory. Many outstream placements begin playback when the ad enters the viewer’s screen and may start without sound, making strong visuals, captions and an immediate opening particularly important.

Outstream video ad example: A publisher could place a video advertisement between paragraphs of an article. As the reader scrolls to the placement, the video begins playing without requiring the reader to open a separate video player.

3. Social Media Video Ads

Social media video ads appear in placements such as feeds, Stories, Reels, Shorts and other short-form video environments.

Common social video advertising formats include:

• In-feed video ads
• Stories ads
• Reels and short-form video ads
• UGC-style video ads
• Product demonstration ads
• Testimonial and creator-style ads
• Direct-response video ads

Social video usually requires creative designed for mobile viewing. Vertical formats, captions, fast openings, clear product demonstrations and concise CTAs can be important depending on the platform and campaign objective.

Rather than creating one video and simply resizing it for every channel, adapt the opening hook, framing, pacing, text placement and CTA to the specific placement.

4. Native Video Ads

Native video ads are created to fit the surrounding platform or publisher experience. The format, appearance, and placement follow the environment in which the ad appears, making native video useful for discovery and consideration campaigns.

5. CTV and OTT Video Ads

CTV and OTT ads reach viewers through connected TVs, streaming devices, and internet-delivered television services. These video advertising formats bring TV-style video into digital environments and can support targeted brand campaigns. CTV is also expanding beyond standard commercial spots into formats such as shoppable, choice-based, and interactive ads.

6. Interactive Video Ads

Interactive video ads let viewers do more than watch. Depending on the platform and ad technology, viewers may select an option, explore additional information, or interact with products and other elements within the ad experience.

7. Shoppable Video Ads

Shoppable video ads connect product discovery with actions such as exploring a product, visiting a product page, or making a purchase. They work particularly well for ecommerce campaigns where reducing the distance between viewing and buying matters.

For types of video ads in digital marketing, don’t choose a format simply because it is popular. Match the placement to the audience, campaign goal, platform, and action you want the viewer to take.

Video Advertising Formats vs. Creative Types

When marketers search for the types of video ads, they may be referring to two different things: where the ad appears or what the ad is designed to do.

Understanding the difference makes it easier to choose the right video advertising format for a campaign.

Video ad formats by placement

These describe where and when the video ad appears:

• Pre-roll ads: Play before the main video content.
• Mid-roll ads: Play during longer video content.
• Post-roll ads: Play after the video ends.
• In-feed video ads: Appear within social media or content feeds.
• Outstream video ads: Play outside traditional video players, such as within articles or other non-video environments.
• CTV and OTT ads: Appear within connected TV and streaming environments.
• Interstitial video ads: Appear between content or during transitions, particularly in mobile and app environments.

In-stream ads can therefore be divided further into pre-roll, mid-roll and post-roll placements. Outstream ads, meanwhile, extend video advertising into environments where the user was not already watching video. (Amazon Ads)

Video ad types by creative approach

These describe what the advertisement is designed to communicate:

• Product demonstration ads — show how a product or service works.
• UGC-style video ads — use creator-style presentation, testimonials or first-person experiences.
• Testimonial ads — use customer experiences to build credibility.
• Explainer video ads — simplify a product, service or complex concept.
• Direct-response video ads — focus on a specific action such as purchasing, booking a demo or signing up.
• Brand story ads — focus on brand awareness, positioning and storytelling.
• Shoppable video ads — connect product discovery with an action such as viewing or purchasing a product.
• Interactive video ads — give viewers opportunities to interact with the content or choose an action.

This distinction matters because the same creative can be adapted to different placements. For example, a product demonstration could become a YouTube in-stream ad, a social in-feed video, a CTV commercial or a shoppable ecommerce video.

In simple terms: placement determines where the ad appears; creative format determines how the message is presented.

What Are the Types of YouTube Advertising?

YouTube offers several video ad formats, and each is designed for a different viewing environment or campaign objective.

Skippable in-stream ads

These ads play before, during or after other YouTube videos and allow viewers to skip after the required viewing period.

Non-skippable in-stream ads

These ads play within YouTube video content without a skip option. They are best suited to short, focused messages where the advertiser wants the full message delivered.

Bumper ads

Bumper ads are short, non-skippable video ads designed to communicate a single message quickly. Google currently defines bumper ads as 5–6 second formats. (Google Help)

In-feed video ads

In-feed video ads appear in discovery environments such as YouTube search results, related video areas and the YouTube homepage. They are designed to attract viewers who are actively browsing for content.

Shorts ads

YouTube Shorts ads appear between organic Shorts in the vertical Shorts feed. The creative should be designed for mobile viewing, vertical framing and fast attention capture. (Google Help)

Outstream ads

Outstream ads extend video advertising beyond traditional YouTube video playback into eligible partner environments.

The best YouTube advertising format depends on the campaign goal, audience, creative length and viewing environment. Before production, define the placement first so the video can be designed around the way viewers will actually encounter it.

Video Ad Formats at a Glance

Video ad format	Where it appears	Best suited for
Pre-roll	Before video content	Awareness and product introduction
Mid-roll	During longer video content	Engaged audiences and storytelling
Post-roll	After video content	Follow-up messaging and calls to action
Skippable in-stream	Within video content	Awareness, consideration and performance
Non-skippable in-stream	Within video content	Short, focused brand messages
Bumper	Short in-stream placement	Reach and concise brand messaging
In-feed video	Social or content feeds	Social campaigns and discovery
Outstream	Articles and non-video environments	Extending video reach
Native video	Within a platform or publisher experience	Discovery and consideration
CTV/OTT	Streaming TV and connected devices	Brand awareness and large-screen viewing
Interactive video	Interactive ad environments	Engagement and product discovery
Shoppable video	Ecommerce and shopping experiences	Product discovery and conversions

The right format depends on the campaign objective, audience, platform, creative and desired action. There is no single video ad format that is best for every campaign.

What Are the Benefits of Video Advertising?

Video advertising helps brands demonstrate products, build awareness, reach defined audiences, and drive measurable actions. Unlike static formats, video combines visuals, motion, audio, and storytelling, giving advertisers more ways to communicate a product or message.

The key benefits of video advertising include:

• Demonstrates products clearly: Show how a product works, what it looks like in use, or how a service solves a specific problem.
• Builds brand awareness: Video gives brands more creative space to communicate their identity, message, and value proposition.
• Reaches specific audiences: Digital video supports targeting across factors such as geography, device, context, and audience characteristics.
• Supports different campaign goals: Brands can use video for awareness, consideration, engagement, leads, sales, and other business outcomes rather than treating every campaign as a reach play.
• Makes creative testing easier: Teams can test different hooks, messages, formats, and versions to identify what resonates with an audience. IAB recommends ongoing testing and learning rather than treating creative as a one-time exercise.
• Supports creative testing: Brands can create variations of hooks, openings, offers, presenters, product demonstrations and CTAs while keeping the core campaign message consistent.
• Adapts across the customer journey: The same campaign concept can be turned into awareness, consideration, retargeting and conversion-focused video ads by changing the message and CTA.
• Connects creative with measurable outcomes: Video campaigns can be evaluated using metrics such as view rate, completion rate, CTR, conversions, cost per result and, where available, revenue or return on ad spend.
• Works across screens: Video campaigns can run across mobile, web, social, and connected TV, with creative adapted to different screen sizes and placements.
• Provides measurable performance data: Marketers can track metrics such as impressions, completion rate, reach, frequency, engagement, attention, and brand lift, depending on the campaign.

For teams that need to turn one campaign concept into multiple creative assets, Marmalaide’s AI ad creative production services can support video, static, carousel, motion, and campaign variations for different placements. 

Video Marketing and Video Advertising: What’s the Difference?

Video advertising is paid video promotion, while video marketing covers the wider use of video to attract, educate, engage, and convert audiences. A paid YouTube ad is video advertising. A product tutorial, customer testimonial, or social video can be part of video marketing without being an ad.

Here’s how the two differ:

Factors	Video Advertising	Video Marketing
Distribution	Paid placements on platforms and publisher sites	Owned, organic, earned, and paid channels
Primary goal	Drive a specific campaign outcome	Build awareness, engagement, consideration, or customer relationships
Content	Paid video ads created for specific placements	Ads, tutorials, demos, testimonials, webinars, social videos, and more
Audience	Targeted through paid media settings	Reached through search, social, email, websites, communities, and paid channels
Key metrics	Impressions, views, clicks, conversions, cost per result	Traffic, engagement, leads, conversions, retention, and other business metrics

The two can work together. A brand might publish a product tutorial on its website, share a shorter version on social media, and run a paid cut of the same concept as a video ad.

What Are Some Effective Video Ad Examples by Campaign Goal?

The best video ad examples match the creative to the action you want the viewer to take. An awareness ad needs a different message from a product ad, lead-generation campaign, or retargeting creative. The following examples show how brands can use video advertising strategies at different stages of the customer journey:

1. Brand Awareness

A new skincare brand could use a 15-second video to introduce its hero product, show the product in use, and establish one memorable brand message. The goal is recognition, not an immediate purchase.

2. Product Consideration

A SaaS company could show how its platform solves a specific workflow problem in under a minute. A short screen recording, voiceover, and clear benefit can give potential buyers enough context to explore the product further.

3. Lead Generation

A B2B company could use a customer testimonial that identifies a common problem, explains how the company solved it, and ends with a demo or consultation CTA. This gives the viewer a reason to submit their details.

4. Product Launch

A consumer brand launching a new product could combine product close-ups, key features, use-case footage, and a launch offer. The same core concept can then become shorter versions for social feeds, paid ads, and retargeting.

5. Retargeting

A retailer could show a product that a visitor previously viewed, highlight one useful feature, answer a common objection, and direct the viewer back to the product page. The message can focus on the decision barrier rather than introducing the product from scratch.

6. Customer Education

A company selling a complex product could use a short explainer to answer one question prospects commonly ask. This type of video ad in digital marketing can reduce confusion while moving interested viewers closer to a decision.

These video ad examples show why creative strategy matters as much as format. The strongest campaigns give each audience a clear reason to watch and a clear next step.

Which Type of Video Ad Should You Use for Your Campaign Goal?

The right video advertising format depends on what you want the viewer to do after watching the ad.

Campaign goal	Video ad types to consider	Creative approach
Brand awareness	CTV, pre-roll, bumper, social video	Brand story, memorable visual or product introduction
Product consideration	In-stream, social, native video	Product demo, explainer or comparison
Lead generation	Social video, in-stream, testimonial	Problem → solution → proof → CTA
Ecommerce sales	Shoppable, social, product demo, retargeting	Product benefit, offer, proof and clear CTA
App promotion	In-feed, Shorts, UGC-style video	Show the product experience and key action
Retargeting	In-stream, social, personalized video	Address an objection or remind viewers of the product
Customer education	Explainer, product demo, interactive video	Answer one specific question or demonstrate a process

The format and creative type do not have to be mutually exclusive. For example, a product demonstration can be delivered as a YouTube in-stream ad, a social in-feed video or a shoppable ecommerce video.

How to Create Effective Video Ads: Best Practices

Effective video ads lead with a clear message, match the platform, and give viewers one specific action to take. The best video advertising best practices also align the creative with the audience, offer, placement, and campaign goal before production starts.

Following are the key practices to apply:

• Lead with the audience’s problem: Start with a pain point, desired outcome, or relevant product benefit instead of a long brand introduction.
• Make the opening count: Use the first few seconds to establish the main idea with a strong visual, question, product moment, or specific benefit.
• Adapt creative to the platform: Adjust the aspect ratio, pacing, text, duration, and CTA for Instagram, YouTube, CTV, or other placements instead of resizing one asset everywhere.
• Keep one message per ad: Focus on one benefit, problem, feature, offer, or objection. This keeps the creative clear and makes video advertising strategies easier to test.
• Show the product or result: Use product demonstrations, screen recordings, customer experiences, or visual proof when they communicate the value faster than narration.
• Create multiple variations: Test different hooks, opening visuals, messages, CTAs, and offers around the same core concept to find what works.
• Make the CTA specific: Tell viewers what to do next, such as Shop Now, Book a Demo, Get a Quote, or Learn More, based on the campaign goal.
• Measure the right outcome: Track reach and completed views for awareness campaigns, and clicks, leads, conversions, or revenue for performance campaigns.

Effective video ads are not defined by production quality alone. The creative needs to match the placement, audience, message and campaign objective.

Before producing a video ad, define:

1. The audience: Who needs to understand or act on the message?
2. The objective: Is the campaign designed for awareness, consideration, leads, sales or retention?
3. The placement: Will the ad appear on YouTube, social feeds, CTV, a publisher site or another environment?
4. The core message: What is the one thing the viewer should remember?
5. The next action: What should the viewer do after watching?
6. The test variable: Which hook, message, visual, presenter or CTA will you test?

This helps teams build video ads around the viewing environment instead of creating one generic video and adapting it everywhere.

How Can Marmalaide Help You Create Video Ads at Scale?

Creating one video ad is only the starting point. The bigger challenge is producing enough creative variations to test different hooks, messages, formats, audiences, and placements.

Marmalaide combines filmmaker-led creative direction with generative AI to produce video ads, UGC-style ads, static and motion creatives, and campaign variations. Its team manages the process from concept and scripting through production, editing, review, and delivery.

For a video advertising campaign, Marmalaide can help create:

• AI UGC ads for paid social campaigns and product promotions
• Founder and brand story videos that build familiarity and communicate the brand narrative
• AI-powered product launch videos for new products, services, and campaigns
• AI avatar explainers for product education, demonstrations, and website content
• Localized creative variations for different audiences, markets, messages, and campaigns
• Static creatives, carousel ads, and video cutdowns for multi-channel distribution
• OOH and billboard creatives for campaigns that extend beyond digital placements

Marmalaide offers subscription plans with full creative services for ongoing production. This gives marketing teams a way to test different creative directions without building a separate production workflow for every ad variation.

Related reading: AI Ad Creatives for Apps

Want to Try the Process First?

Marmalaide’s $1,999 Pilot lets you test its creative workflow with a defined production package: one 30-second master commercial, two 10–15-second cutdowns, and two static ads or posts, plus campaign and channel adaptations.

You work with the same scriptwriter, director, and editing team used for ongoing plans, making it easier to judge the creative quality before expanding production.

Start with the Marmalaide Pilot

How to Measure Video Advertising Performance

The right video advertising metrics depend on the campaign objective. A high view count does not automatically mean the campaign is performing well.

Campaign objective	Useful metrics
Awareness	Reach, impressions, frequency, completed views, view-through rate
Engagement	Watch time, completion rate, interactions, shares
Traffic	Click-through rate, landing-page visits, engaged sessions
Lead generation	Leads, conversion rate, cost per lead
Ecommerce	Add-to-cart rate, purchases, conversion rate, revenue
Performance advertising	Cost per acquisition, conversion value, return on ad spend

For creative testing, compare variations against the same objective. For example, when testing two hooks, keep the offer and core message consistent so the results provide a clearer signal about the impact of the hook itself.

Frequently Asked Questions