In-Stream Ads: What Are They?

With the growing popularity of live streaming, in-stream ads have become a powerful tool for advertisers. Whether on Facebook, Twitch, or other platforms, these ads offer a unique opportunity to reach a large audience in an interactive and immersive way. In this article, we will break down what in-stream advertising is, how it works, and what different formats are available.

Table of contents: what are in-stream ads?

1. What is live streaming?
2. How to advertise in-stream?
3. In-stream ad formats

Live streaming is a technology that allows real-time video broadcasting over the internet. Users can watch and interact with the content as it is broadcast. This form of communication is popular on platforms like Twitch, Facebook Live, YouTube Live, and others, where content creators stream video games, live events, tutorials, and more.

Live streaming has transformed how people consume content, offering a more personal and engaging experience compared to traditional media.

In-stream advertising refers to video ads inserted into live or recorded videos. Here are some steps to start your in-stream advertising campaign:

1. Choose the appropriate platform

Different streaming platforms offer in-stream advertising options. For example, Facebook allows in-stream ads on videos from known publishers and digital creators, while Twitch offers ads during live streams.

2. Create a catchy ad

In-stream ads are usually short, ranging from 5 to 15 seconds on Facebook and up to 30 seconds on other platforms like Twitch. It is crucial to capture your audience's attention from the first second with a clear message and a strong call to action.

3. Set up the ad campaign

Use the advertising management tools of the platforms to define your target audience, budget, and delivery settings. For example, Meta's Ads Manager for Facebook allows you to set the delivery before, during, or after the main video.

However, to achieve optimal results and fully leverage the advanced features of these tools, or even to run a campaign on a mobile app, it might be beneficial to delegate this task to a specialized media agency.

With its platform, Adintime allows you to select the media that best meet your needs and simulate your rates.

As a media agency, we have the expertise to efficiently manage your ad campaigns, optimize your budget, and ensure targeted delivery that maximizes your ROI. Let us handle the technical and strategic complexities so you can focus on what matters most: your content and your audience.

4. Analyze the performance:

Whether you run the campaign yourself or delegate it to a media agency, you should always track the performance of your ads to optimize your strategy and remain agile.

In-stream advertising, integrated into the content flow, offers a variety of formats tailored to each platform and the type of content being streamed. Common formats include pre-rolls, which are shown before the main content, mid-rolls, inserted in the middle of the content, and post-rolls, displayed at the end.

These formats adapt to the broadcasting platform, whether it is online videos, live streaming, or video-on-demand services, thus providing advertisers with the flexibility to reach their audience in a relevant and effective manner. Here are some common formats:

Facebook in-stream ads

Facebook in-stream video ads: Shown before, during, or after videos, a Facebook in-stream ad typically lasts between 5 and 15 seconds.

They appear in videos published by approved publishers and creators. This format is designed to optimize value for both publishers and advertisers while providing a good user experience.

Twitch in-stream ads

Lower-third ads offer a subtle ad experience by displaying ads below the video player. This strategic placement allows viewers to continue watching and listening to the stream without being disrupted by the ad. This format provides advertisers with constant visibility to their audience.

Skyscraper ads, placed between the stream and the chat, are another smart solution. They remain visible without interrupting the viewing experience, providing an effective broadcast opportunity while preserving the viewers' immersion in the content.

Reverse-C ads are subtly integrated between the video stream and the chat. Their placement between these two essential interface elements ensures a non-intrusive presence, allowing viewers to stay focused on the content while giving advertisers effective and respectful visibility.

On a mobile app

In-stream ads on mobile apps offer several advantages for advertisers, including extended reach due to the popularity of smartphones and particularly high user engagement.

These ads, non-intrusively integrated, can include interactive elements and benefit from very precise targeting thanks to location data and user consumption habits. Mobile platforms also allow real-time measurement and optimization of in-stream ad campaigns.

The Champ’s agency offers advertising solutions tailored to mobile apps, maximizing the impact and engagement of ads during live sports broadcasts.