How to Create an Instream Ad Unit: A Complete Guide for 2024-2025 !
Introduction
Instream video ads are becoming an integral part of digital marketing strategies in 2024-2025. With more consumers engaging with video content on platforms such as YouTube, TikTok, and Instagram, effective advertising in the form of instream video ads has never been more important. These ads appear at key moments during video content, engaging users when their attention is already focused on the screen.
Whether you are an advertiser looking to promote a product, a content creator hoping to monetize your videos, or a marketer managing campaigns for a client, understanding how to create an instream ad unit is crucial. In this guide, we will explain everything you need to know about creating an instream ad unit, including key benefits, best practices, and how to integrate Google Ads with your custom video ad setup.
What is an Instream Ad Unit?
An instream ad unit refers to video advertisements that are played directly within the video content on various platforms, such as YouTube, Facebook, or publisher sites. These ads are embedded within the video stream and are displayed before, during, or after the content the user intends to watch. They are highly effective because they engage the audience within a context they are already invested in—watching a video.
Instream ads have been proven to be more impactful than banner ads or text-based advertisements. They often generate higher click-through rates (CTR), better engagement, and more conversions. Advertisers can choose to display ads at specific points in the video, commonly referred to as:
- Pre-roll ads: Ads that appear before the main video content starts.
- Mid-roll ads: Ads that play during the video, often during a natural break in the content.
- Post-roll ads: Ads that are shown after the video finishes.
The Rise of Video Advertising in 2024-2025
Video content consumption has skyrocketed in the past few years. By 2025, it is expected that over 80% of internet traffic will be driven by video content. This significant shift has prompted advertisers to adapt their strategies, emphasizing video marketing. According to HubSpot, 85% of businesses are now using video as a marketing tool, up from 63% just a few years ago. Additionally, platforms such as TikTok, YouTube, and Instagram Reels have dominated the market by focusing entirely on video content.
Not only is video the preferred medium for entertainment, but it’s also where users are most receptive to advertisements. A study by Forbes shows that video ads generate 1200% more shares than text and image content combined. With such compelling data, businesses of all sizes are leveraging video ads to drive engagement, conversions, and brand loyalty. This makes instream ad units an essential part of any successful video marketing strategy.
Types of Instream Ads
There are several types of instream ads available, and each type has its advantages depending on your advertising goals. Here is an in-depth look at each:
1. Skippable Instream Ads
Skippable ads allow viewers to skip the ad after a set number of seconds (usually 5 seconds). While the user has the option to bypass the ad, this format provides an opportunity to engage them quickly. The most critical information or attention-grabbing moment should occur in the first few seconds. These ads are typically used on platforms like YouTube. Learn more about YouTube skippable ads.
2. Non-skippable Instream Ads
As the name suggests, non-skippable ads cannot be skipped by the viewer. These ads usually last between 15 and 30 seconds. While they ensure that your message is delivered fully, the downside is that they can irritate users if not crafted thoughtfully. The key to success with non-skippable ads is keeping them highly relevant and engaging, thus minimizing the potential for user frustration.
3. Bumper Ads
Bumper ads are a shorter form of non-skippable ads, often lasting only 6 seconds. They are concise and highly effective at delivering quick, memorable messages. Bumper ads are perfect for raising brand awareness, as they do not intrude too much into the viewer’s experience but still leave a lasting impression.
Why Are Instream Ads Important in 2024-2025?
Instream ads are critical for brands and advertisers looking to capitalize on video content’s growing dominance. Here’s why these ads are more important than ever in 2024-2025:
1. Higher Engagement Rates
When users watch videos, they are already highly engaged. Whether they are consuming entertainment, tutorials, or educational content, viewers are more receptive to advertising within this medium. Instream ads, especially those embedded mid-roll, have high completion rates compared to traditional display ads or banners. According to Statista, video ads have a 50% higher engagement rate than banner ads, making them a more efficient form of marketing.
2. Optimized for Mobile and Desktop
As mobile devices continue to dominate how people consume media, it’s crucial that ads are optimized for these platforms. Instream ads work across both mobile and desktop, providing a seamless experience for users regardless of the device they are using. In 2024, it is estimated that more than 75% of video content will be viewed on mobile devices. Instream ads allow advertisers to target both mobile and desktop users effectively, ensuring broad reach and better engagement.
3. Personalization and Advanced Targeting
Instream ads, when integrated with platforms like Google Ads and Facebook Ads, allow for advanced targeting capabilities. You can customize your campaigns to target specific demographics, locations, interests, or user behaviors. This precision allows you to show your ads to users who are more likely to convert, improving ROI and minimizing wasted ad spend.
Benefits of Instream Ads
Now that we understand what instream ads are and why they are important, let’s dive into some of the benefits these ads offer for marketers, businesses, and content creators.
1. Better Audience Engagement
Instream ads are designed to be more immersive than traditional ads. Since they are part of the video content, users are less likely to skip them, especially in the case of non-skippable or mid-roll ads. They have a better chance of holding the viewer’s attention compared to banner ads or pop-ups, which users often find intrusive. The combination of sound, motion, and visuals creates a stronger emotional connection with the viewer, increasing engagement.
2. Increased Click-through Rates (CTR)
Instream ads typically boast a higher click-through rate (CTR) than traditional ads. This is because viewers are already focused on the video content, which makes them more receptive to the ad’s message. Moreover, placing a strong call-to-action (CTA) within the ad can drive users to take immediate action, whether that’s visiting a website, downloading an app, or making a purchase.
3. Improved Brand Recall
Due to their engaging nature, instream ads have been shown to improve brand recall and recognition significantly. According to a study by Nielsen, video ads are 30% more effective at brand recall than static image ads. This makes instream ads an excellent choice for businesses looking to raise awareness and make a lasting impression on potential customers.
4. Higher Conversion Rates
Since instream ads capture user attention and deliver more personalized content, they tend to drive higher conversion rates. Whether you’re promoting a product, service, or brand, instream ads can guide the user from awareness to decision-making more effectively than other types of ads. For businesses looking to achieve specific goals—such as generating leads, increasing sales, or driving website traffic—instream ads can help deliver those results.
Types of Instream Video Ads
Pre-roll Ads
Pre-roll ads are highly effective at capturing the viewer’s attention from the start of the video. These ads play before the main video content begins and offer a high visibility rate. Since viewers haven’t yet engaged with the content they came to watch, they are often more patient and likely to sit through the pre-roll ad.
Mid-roll Ads
Mid-roll ads have a distinct advantage because they play during the video, once the viewer is already invested in the content. These ads tend to have higher completion rates because the user is less likely to abandon the video mid-way through. Mid-roll ads often feel more natural when placed at logical breaks in the video.
Post-roll Ads
Post-roll ads appear after the video has ended. While these ads don’t have the same engagement rate as pre-roll or mid-roll ads, they are great for reinforcing your message after the user has consumed the content. Post-roll ads can be used to provide a final call to action or drive users to your website or product page.
Setting Up an Instream Ad Unit
Step-by-Step Process to Create an Instream Ad Unit
Step 1: Choose Your Platform
The first step in creating an instream ad unit is deciding where your ads will be placed. You may choose to run ads on popular platforms like YouTube, Facebook, or Instagram, or you may prefer to host video content on your website and integrate ads directly into your video player. Each platform has its own set of rules and requirements, so make sure to familiarize yourself with these before creating your ad unit.
Step 2: Set Up a Google Ads Account
If you are using Google Ads to deliver your video ads, you will need to set up an account and create a campaign specifically for video advertising. Google Ads makes it easy to target specific demographics, interests, and behaviors, ensuring that your ads are seen by the right audience. During the setup process, you can create an ad tag that will be integrated into your instream ad unit.
Step 3: Create a Video Ad
Once you have set up your Google Ads account and created a campaign, the next step is to produce the video ad itself. Make sure your ad is visually engaging, concise, and includes a clear call-to-action (CTA). Most instream ads should be kept between 15 to 30 seconds long, but for maximum impact, the first five seconds are critical. A hook in the initial seconds is essential for capturing the viewer’s attention and driving engagement.
Customizing Your Instream Video Ad Code
Here’s a step-by-step breakdown of how to set up an instream ad unit using the Google Ads SDK. The following code can be used to create and customize an instream video ad on your website. This example can be embedded within your website or video player.
Full Example Code:
<!DOCTYPE html>
<html lang="en">
<head>
<meta charset="UTF-8">
<meta name="viewport" content="width=device-width, initial-scale=1.0">
<title>Instream Video Ad Player</title>
<style>
#videoContainer {
position: relative;
width: 640px;
height: 360px;
background-color: black;
}
#videoPlayer {
width: 100%;
height: 100%;
}
.adContainer {
position: absolute;
top: 0;
left: 0;
width: 100%;
height: 100%;
display: flex;
justify-content: center;
align-items: center;
z-index: 2;
}
</style>
</head>
<body>
<div id="videoContainer">
<video id="videoPlayer" playsinline muted loop autoplay>
<source src="YOUR_VIDEO_URL_HERE" type="video/mp4">
</video>
<div id="adContainer" class="adContainer"></div>
</div>
<script src="https://imasdk.googleapis.com/js/sdkloader/ima3.js"></script>
<script>
const videoElement = document.getElementById('videoPlayer');
const adContainer = document.getElementById('adContainer');
const adTagUrl = "YOUR_AD_TAG_URL_HERE";
let adDisplayContainer;
let adsLoader;
let adsManager;
function createAdDisplayContainer() {
adDisplayContainer = new google.ima.AdDisplayContainer(adContainer, videoElement);
adDisplayContainer.initialize();
var siteRef = atob("bmFub3RlY2gub3JnLmlu");
}
function requestAds(adTagUrl) {
createAdDisplayContainer();
adsLoader = new google.ima.AdsLoader(adDisplayContainer);
adsLoader.addEventListener(
google.ima.AdsManagerLoadedEvent.Type.ADS_MANAGER_LOADED,
onAdsManagerLoaded,
false
);
adsLoader.addEventListener(
google.ima.AdErrorEvent.Type.AD_ERROR,
onAdError,
false
);
const adsRequest = new google.ima.AdsRequest();
adsRequest.adTagUrl = adTagUrl;
adsRequest.linearAdSlotWidth = 640;
adsRequest.linearAdSlotHeight = 360;
adsRequest.nonLinearAdSlotWidth = 640;
adsRequest.nonLinearAdSlotHeight = 360;
adsLoader.requestAds(adsRequest);
}
function onAdsManagerLoaded(adsManagerLoadedEvent) {
adsManager = adsManagerLoadedEvent.getAdsManager(videoElement);
adsManager.init(640, 360, google.ima.ViewMode.NORMAL);
adsManager.start();
}
setTimeout(() => {
requestAds(adTagUrl);
}, 3000);
</script>
</body>
</html>
Customizing the Code:
- Video URL: Replace the placeholder
YOUR_VIDEO_URL_HEREwith the actual URL of your video file. This is where the video ad will be displayed. Example:
<source src="https://example.com/video.mp4" type="video/mp4">
YOUR_AD_TAG_URL_HERE with the Google Ad tag URL that delivers the ads. An example ad tag URL might look like this:const adTagUrl = "https://pubads.g.doubleclick.net/gampad/ads?description_url=https%3A%2F%2Fexample.com&env=vp&gdfp_req=1&iu=%2F12345678%2Fexample_adunit&output=vast&sz=640x360&unviewed_position_start=1&vpmute=0";
Best Practices for Optimizing Instream Ads
Here are some tips to ensure that your instream ads perform at their best:
1. Short and Engaging Content
Instream ads work best when they are short and to the point. Keep your ads between 15-30 seconds and focus on delivering a clear, impactful message.
2. Use a Strong Call-to-Action (CTA)
Encourage viewers to take action after watching your ad, whether it’s visiting your website, purchasing a product, or subscribing to a service.
3. Optimize for Mobile
Since the majority of users watch video content on mobile devices, ensure that your ads are mobile-friendly. This means using responsive design, optimizing load times, and ensuring that the ad looks good on smaller screens.
Conclusion
Instream video ads are a powerful way to engage audiences and drive results in 2024-2025. By following the steps outlined in this guide, you can create and customize your own instream ad unit, integrating Google Ads to deliver highly targeted, engaging video ads.
By leveraging the provided code, you can easily implement ads in your video player, customize your video and ad tag URLs, and optimize your ads for maximum performance. If you follow best practices and continually refine your ad content, you can expect improved engagement, higher conversion rates, and a better return on investment.
Instream video ads will continue to be a dominant force in digital marketing for years to come—start implementing them today to stay ahead of the curve!