How do in stream and in banner video ads stack up against each other, what are the differences, and how can you better serve your target consumer with engaging video advertising?
In stream vs. in banner video advertising: Which is better?
There’s a pretty obvious answer, but first, let’s look at some current statistics around video advertising and a breakdown of what, exactly, in stream and in banner video ads are.
To start, some video advertising stats:
- In 2017, in stream video ads had an average cost-per-mille (CPM) of $25.22, with the in banner average at $14.72.
- Fifty-two percent of video ads are viewed on mobile.
- Total video ad revenue doubled in just two years, from $5.9 billion in 2015 to $11.9 billion in 2017.
- Videos posted on Facebook warrant, on average, a 135 percent increase in organic reach over posts with just photos.
Why use video advertising, anyway?
According to the statistics shown above, there’s a staggering popularity for video advertising among marketers and, seemingly, among consumers. However, we wouldn’t be your friend if we didn’t point out that our latest digital advertising trends survey shows some opposing views.
Despite video being a major predicted digital advertising industry trend in 2018, 72 percent of consumers do not prefer video ads over other types of online advertisements. Surprisingly, it was not the youngest group (18-29) but rather 30 to 44-year-old respondents who prefer videos (38 percent) over any other age group.
This doesn’t mean you should shy away from RTB video ads—after all, there are a lot of factors that go into choosing your strategies. Just don’t overlook all the other types of ads like static banners, HTML5, connected TV, voice, etc. that can create a nice, well-rounded strategy in addition to your in banner video or in stream video ads.
And when it comes to choosing between in stream ads or in banner ads, we say in stream is the way to go.