In today’s fast-scrolling, content-saturated world, one ad format continues to dominate attention: video. But simply pressing play simply isn’t enough—in-stream video ads deliver the impact brands need to cut through the noise, capture attention, and leave a lasting impression. According to recent data from HubSpot, in-stream video ads are not only widely viewed but are also more likely to be watched in full, especially when skippable. Moreover, short-form content still proves efficient in 2025, with 30% of brands using short-form video in their marketing strategies
Let’s break down why in-stream video ads matter now more than ever—and how marketers can use this format to their advantage in 2025.
The Rise of In-Stream Video Ads
In-stream video ads play before (pre-roll), during (mid-roll), or after (post-roll) a video a user has chosen to watch. Platforms like YouTube, Facebook, and Instagram Reels have perfected this format, creating native experiences that feel less intrusive than pop-ups or banner ads.
What’s surprising? Viewers watch skippable ads more often than non-skippable ones. In fact, people are more likely to watch a skippable ad all the way through. Why? Because the option to skip gives viewers control, and when your content is good, your audience members will choose to stay.
The Types of In-Stream Video Ads Explained
There’s a wide range of in-stream ad formats available, each with its own strengths and ideal use cases. Here’s a breakdown of the most common types:
1. Skippable Ads
These ads allow viewers to skip after a few seconds—typically around the 5-second mark. They offer a non-intrusive user experience and reward strong creative that hooks early.
2. Non-Skippable Ads
Viewers must watch the full ad before the video continues. These ads are usually short (15–20 seconds) but ensure the message is fully delivered.
3. Bumper Ads
Ultra-short ads (6 seconds or less) that can’t be skipped. These typically appear before, during, or after video content and are ideal for quick branding or bite-sized promotions.
4. Pre-Roll Ads
These video ads play before the user’s video content begins. They can be either skippable or non-skippable and are ideal for making a strong first impression.
5. Mid-Roll Ads
Inserted at natural breaks during longer-form content, mid-roll ads appear when viewers are already engaged, which makes this ad format highly effective for delivering deeper messaging.
6. Post-Roll Ads
These video ads appear after the main content ends. Post-Roll ads work well for retargeting, follow-up messaging, or encouraging the next step—like subscribing, visiting a site, or making a purchase.
7. Interactive Video Ads
These feature interactive elements such as polls, clickable CTAs, forms, or mini games. They boost engagement and are perfect for driving action during the ad itself.
8. Overlay Ads
Appearing as a semi-transparent banner or graphic at the bottom of a video, overlay ads provide a subtle way to promote content without interrupting the viewing experience.
9. Shoppable Video Ads
These ads integrate e-commerce features directly into the video, allowing viewers to click on products and make purchases without leaving the player.
Why In-Stream Video Ads Work
- User Intent: In-stream ads piggyback on a viewer’s intent. They’ve already chosen to engage with video content, so they’re in the mindset to watch and absorb.
- High Engagement: When placed right, these ads generate strong completion rates and higher retention.
- Brand Recall: Visual storytelling makes it easier for users to remember your brand, especially if you connect emotionally or entertain them.
- Mobile First: With most in-stream ads viewed on mobile devices, they cater to our quick-scroll, fast-consumption habits.
Best Practices for In-Stream Ads in 2025
To make the most of your in-stream video ad campaigns, here’s what’s working right now:
1. Hook in the First 5 Seconds
If you’re running skippable ads, the first few seconds are everything. Start with a bold question, a surprising visual, or a relatable scenario.
2. Keep It Short and Sweet
Even though longer videos can work, 15-30 seconds is the sweet spot. Make your message punchy and concise.
3. Include Your Branding Early
Don’t wait until the end to show your logo. Integrate your brand naturally within the first few seconds.
4. Design for Sound-Off
Over 85% of video ads are watched without sound. Use subtitles, bold text overlays, and visual cues to get your message across.
5. Make the Video Personal
Tailor your ad content to specific audiences using platform targeting tools. The more relevant the ad, the more likely viewers are to engage.
What the Data Tells Us About In-Stream Video Ads
According to HubSpot’s findings:
- People are more likely to watch skippable ads all the way through than non-skippable ones.
- Shorter ads outperform longer ones—but only when they’re compelling.
- Entertainment and storytelling consistently outperform product-focused, hard-sell videos.
So, the takeaway? In-stream video ads are here to stay—but creativity, clarity, and relevance are what will make yours stand out.
Ready to Boost Your Brand with In-Stream Video Ads?
If you’re not tapping into the power of in-stream video ads yet, 2025 is the perfect time to start. These ads offer the ideal mix of visibility, engagement, and performance—backed by real data and built for today’s on-the-go audiences. Just remember: the most effective video ads don’t interrupt—they inspire. They tell stories, spark curiosity, and leave your brand top of mind.
Want help creating scroll-stopping, skip-proof video campaigns? Call Premiere Creative at (973) 346-8100 and let’s bring your brand to life on screen.