Video carries more information per impression than any other format, which is why it commands higher CPMs and higher attention.
Placements
- Pre-roll — before the content
- Mid-roll — during it
- Outstream — inside editorial content, not requiring a video player
Specs
VAST 2/3/4 and VPAID, MP4. Durations of 6s, 15s and 30s, skippable and non-skippable.
Reach: desktop, mobile and CTV inventory. Pricing: CPM.
Best for: brand storytelling and product launches.
Getting value from it
- Front-load the message. On skippable inventory you have the first few seconds; treat everything after as a bonus.
- Assume no sound. Much video plays muted — if the message needs audio, it doesn't land.
- Match duration to placement. A 30-second creative on a 6-second slot is wasted spend.
- Track completion quartiles. The VAST macros report 25/50/75/100% completion — see How do I track campaign performance?. Where viewers drop tells you more than the completion rate alone.
Related: How does programmatic TV advertising work? · How is performance optimized across formats?
Sep 7, 2026