Understanding Programmatic Video Advertising

Published on January 5, 2024 | 7 min read

Video advertising is one of the most effective formats in programmatic. Discover how to leverage video for maximum impact.

Why Programmatic Video Works

Programmatic video advertising combines the engaging power of video with the precision of programmatic targeting. This format typically delivers 2.5x higher engagement rates compared to display advertising and provides better brand recall and message retention.

Types of Programmatic Video

In-Stream Video

Video ads that play before, during, or after content. These include pre-roll, mid-roll, and post-roll placements on platforms like YouTube, Hulu, and other video publishers.

Outstream Video

Video ads that play outside of video content, typically embedded in articles or web pages. These autoplay when in view and don't require video content to be present.

Connected TV (CTV)

Video ads delivered to streaming devices like Roku, Fire TV, and Apple TV. CTV offers the reach of traditional TV with the targeting precision of digital advertising.

Best Practices for Programmatic Video

• Hook viewers in the first 3 seconds: Capture attention immediately with compelling visuals or messaging.
• Optimize for sound-off viewing: Many videos are watched without sound, so include captions and visual storytelling.
• Match creative to placement: Different video formats require different creative approaches.
• Test multiple lengths: Experiment with 15-second, 30-second, and longer-form videos to find what works best.