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Types of Video Advertising: How to Use Video Ads Effectively

Want to take your marketing strategy to the next level? Then video advertising should be on your radar. Videos are now the most popular medium on the internet and an indispensable marketing tool. In this article, you'll learn how to make the most of video advertising for your goals and channels. We give you a clear overview of the different types of video advertising and show you which formats are most effective for your business.

What is video advertising? What types of video advertising are there? What are the benefits of video advertising? Tip: Greater impact with video advertising What should you consider when using video advertising? What content works well for video advertising? Which platform suits which type of video? What technical aspects should you consider? Tip: Convincing video advertising with Speekly Conclusion – Types of Video Advertising FAQs – Types of Video Advertising

What is video advertising?

Video advertising refers to promotional content in the form of moving images placed online — for example, between Instagram Stories or directly before a YouTube video. Video advertising (also known as video ads) can have a significant influence on users' decisions and purchasing behaviour.

What types of video advertising are there?

The ways you can place video advertising online vary considerably. Technically, four different types can be distinguished:

1. In-Stream Video-Ads

In-stream video ads are placed within the context of other video content, for example on YouTube. These ads generally cannot be skipped. If users want to watch a video, they are essentially required to watch the ad as well. There are three ways to integrate in-stream video ads:

  • Pre-roll videos are played before the actual video.

  • Mid-roll video ads interrupt the video.

  • Post-roll video ads play after the video. Attention is usually quite low at this point, as users have already seen the content they wanted and can skip the ad by clicking to the next video.

2. Out-Stream Video Ads or In-Text Video Ads

Out-stream video ads are placed within editorial content, for example in online articles. The videos attract attention but can usually be dismissed immediately. Out-stream videos are suited to advertising on websites without their own player. They are played without sound by default (the user must activate audio) and can appear in two ways:

  • An in-page placement refers to classic banner ads for video advertising. Large image formats (halfpage or sidebar) are recommended for this format.

  • An in-read (or in-feed) placement shows the video between paragraphs of text. Playback is usually triggered by scrolling, which guarantees high visibility.

3. In-Banner Video-Ads

In-banner video ads are embedded within other advertising formats. Since multiple pieces of content appear alongside one another, this type of video placement is particularly suited to large-scale advertising materials.

4. Video-Interstitial

Video interstitials are guaranteed to grab attention, as they interrupt the use of an entire website. The video pops up in the foreground, pushing the actual content aside. With this format, bear in mind that the advertising is often not remembered positively, because users are disrupted mid-activity. In the worst case, video interstitials can leave a negative impression of your brand.

Beyond the classic video advertising options, a number of newer, exciting formats are becoming increasingly popular. In particular, 360-degree videos offer an interactive way to fully immerse users in a brand's world. These videos allow viewers to explore the scene from every angle and generate exceptionally strong user engagement.

Another innovative format is the shoppable video, where viewers can click directly on products within the video to purchase them. This type of video advertising has the potential to integrate the shopping experience seamlessly and is especially interesting for e-commerce brands looking to drive revenue directly through video.

What are the benefits of video advertising?

In recent years, it has become increasingly clear that videos dominate online content and represent the most widely consumed media on the internet. According to the ARD/ZDF Online Study 2022, every adult between the ages of 14 and 29 spends an average of 155 minutes per day watching online videos. Given this growing popularity, it is hardly surprising that the medium is becoming ever more important for advertisers. There are genuinely many compelling reasons to use video advertising.

High attention

Video ads are effective partly because our eyes are naturally drawn to movement. What's more, it is often not immediately obvious that a video is a marketing tool. As a result, attention levels and the willingness to engage with the content are generally higher than with clearly labelled ads.

Visual storytelling

Audiovisual content is usually faster and easier to process than text, images, or graphics. Videos are also particularly effective at conveying emotion and are therefore more memorable.

Tailored experiences

Unlike traditional advertising, which typically aims to reach as many potential consumers as possible, video ads can be placed deliberately — for example, alongside similar content that your target audience is already interested in. This precise targeting enables optimised user experiences.

Audio messages & subtitles

Video advertising can inform, inspire, and entertain — or combine all three. You can use multiple communication channels: moving images carry your message emotionally, while text (e.g. subtitles) and audio (e.g. sound effects, music, or voiceover) complement and reinforce it.

Interactivity

Videos are particularly well-suited to sharing, commenting, and liking. You can encourage interaction and engagement by inviting your audience to take action — for example, asking users to submit questions in the comments that you answer in your next video, or launching a video challenge where users actively participate.

Tip: Greater impact through combining video advertising with other marketing formats

Video advertising offers enormous potential — but the best part is that it pairs perfectly with other marketing formats to get even more out of your campaign. Influencer marketing and email marketing in particular are well-suited to giving video ads additional reach and authenticity.

With influencers, you can strategically share video content that they publish on their social channels. This not only reaches their large community, but also benefits from their credibility and the trust their followers place in them. That authenticity is a major advantage, as it strengthens the perception of your brand in the eyes of your target audience.

Email marketing and video advertising are also a powerful combination. A well-placed video in an email attracts significantly more attention than plain text content. This not only leads to a higher click-through rate, but also to greater engagement. Pair the video with a clear call to action that takes readers to a landing page where they can find out more or take a specific action. This creates a seamless user experience and maximises conversion rates.

What should you consider when using video advertising?

As with any marketing tool or campaign, the first step with video advertising is to define your objectives clearly. Possible goals for video ads include:

⭐️ Generating awareness

⭐️ Building brand recognition

⭐️ Improving brand image

⭐️ Generating leads

⭐️ Driving sales

⭐️ Launching a new product

⭐️ Acquiring new customers

⭐️ Strengthening customer loyalty

Once you know what you want to achieve, consider the following:

🎯 Target audience: Who do you want to reach with the video advertising?

🎯 Content: What do you want to communicate in the video?

🎯 Platform: Where can you effectively distribute the video?

🎯 Video type: How will you technically produce the video?

What content works well for video advertising?

Depending on your objective, you can focus on different types of content and choose the most appropriate video format. Here are 10 video types you should know:

Promotional videos

Classic adverts with the clear goal of showcasing and selling a product. They target potential customers and highlight the product's positive attributes.

Explainer videos (product videos, tutorials & how-to videos)

These also focus on your product, but are less overtly commercial. The video explains the benefits, features, or functionality of an offering. This category includes product videos, tutorials, and how-to videos.

  • Product videos show what your product does and what features it offers.

  • Tutorials & support videos act as a filmed user guide, demonstrating how customers can use your product correctly.

  • How-to videos provide step-by-step instructions for learning a skill, answering the question: how do I do this properly?

Testimonial videos

Customers share their experiences with your product. This user-generated content (UGC) can be pure gold for marketers, as the opinion of an independent third party increases credibility and "proves" that your product delivers on its promises.

Corporate films

A corporate video presents a comprehensive picture of your company and is generally aimed at B2B audiences. It introduces key figures and information such as locations, size, and company objectives. Individual services and products are not described in detail.

Brand image videos

An image film is a promotional, commercial version of the corporate film. It communicates the personality and values of your company. Storytelling and emotive visuals are valuable here, helping to build trust and win sympathy. The commercial intent is subtle.

Q&A videos

You answer community questions that users have submitted in advance, for example via social media. This kind of interaction makes your brand feel more approachable and customer-focused.

Video statements

In a video statement, you present your company's position on a particular topic — whether an internal decision or your stance on a wider societal debate. You address your audience directly and personally.

Live videos

Live videos are the ideal choice when you want to cover events in real time. Live streaming always carries the risk of something going wrong — but that's precisely what makes you and your brand feel authentic and relatable.

Recruitment videos

Aimed at prospective employees, recruitment videos are designed to encourage candidates to apply. The video summarises the key information from a job posting.

Employer branding videos

An employer branding video presents your company holistically as an employer brand. It gives potential new employees an impression of what your company stands for and what makes it a great place to work.

Which video type suits which platform?

As a general rule: content first, platform second. That said, when it comes to online video advertising, the choice of channel also depends on your target audience. The key question should be: which platforms does your audience use, and where are you most likely to reach them? Possible channels include:

  • Social media

  • Your website, landing page, or online shop

  • Newsletters

  • Online ads

  • Job boards/recruitment portals

Not every video type suits every platform. Here's an overview of which video ad formats work best on which social media channels:

Instagram

The video and photo-sharing platform offers four video features suited to different types of content:

  • Instagram Videos are ideal for explainer content.

  • Reels work well for entertaining brand image videos.

  • Stories are well-suited to image, recruitment, and classic promotional videos.

  • Instagram Live is your tool for real-time coverage.

Facebook

The world's largest social network lends itself primarily to entertaining and inspirational video formats such as testimonials and image videos.

TikTok

On this video-only platform, short, creative videos perform best. Content should be entertaining and grab attention within the first few seconds.

YouTube

YouTube is the only social media channel well-suited to longer videos. Users primarily come here searching for explainer content. You can also run classic promotional videos between popular or relevant content.

"X" (formerly Twitter)

The microblogging platform is best suited to live videos.

LinkedIn

The professional network is best used for recruitment and employer branding videos, as well as explainer content.

Snapchat

The instant messaging service lends itself to product reviews and image videos, for example.

Pinterest

On this creative and DIY platform, explanatory content such as tutorials, product reviews, and how-to videos are particularly popular.

Beyond these digital platforms, video advertising can also be distributed through more traditional channels — for example on TV, at trade fairs, during training sessions, and at other events.

Platform Best video ad types
Instagram Stories Ads, Reels, In-Feed Videos (ideal for creative, fast-paced content)
YouTube Pre-Roll, Mid-Roll, In-Stream Ads (ideal for longer, more detailed videos)
TikTok Short-form video ads (perfect for viral, trend-led content)
LinkedIn Sponsored Content, video testimonials, how-to videos (ideal for B2B and professional content)

What technical aspects should you consider?

Social media channels in particular have different technical requirements for video content. One of the most important factors is video format and image resolution:

➡️ Instagram supports:

  • Vertical videos: 1,080 × 1,350 pixels

  • In-feed videos: 600 × 500 pixels

  • Carousel videos: 1,080 × 1,080 pixels

  • Story videos: 1,080 × 1,290 pixels

➡️ Facebook offers various video options, including:

  • 360° videos: 4,096 × 2,048 pixels

  • In-stream video ads: 1,280 × 720 pixels

  • Facebook Messenger video ads: 1,280 × 720 pixels

  • Carousel video ads: 1,080 × 1,080 pixels

  • Slideshow video ads: 1,280 × 720 pixels

➡️ "X" suppports:

  • Horizontal videos: recommended format 1,920 × 1,200 pixels

  • Vertical videos: recommended format 1,200 × 1,290 pixels

➡️ Pinterest suppports:

  • 1,000 × 1,000 pixels

  • 1,000 × 1,500 pixels

  • 1,000 × 2,000 pixels

  • 600 × 1,260 pixels

➡️ LinkedIn suppports:

  • Video sizes between 1,920 × 1,080 and 4,096 × 2,304 pixels

➡️ YouTube recommends:

  • Video size of 1,290 × 1,080 pixels

➡️ TikTok suppports:

  • Vertical videos only, in the format 1,080 × 1,920 pixels

➡️ Snapchat suppports

  • Vertical videos only, in the format 1,080 × 1,920 pixels

Grundsätzlich sollte das Video-Format zur Seh- und Nutzungsgewohnheit deiner Zielgruppe passen. Möchtest du das Werbevideo zum Beispiel primär in den sozialen Netzwerken ausspielen, sollte es auch auf kleinen Bildschirmen von mobilen Endgeräten wirken und verständlich sein.

Außerdem bieten sich vertikale Smartphone-Formate (9:16) oder quadratische Videos (1:1) an. Neben dem Format und der Bildauflösung sind außerdem folgende technische Aspekte wichtig:

Video-Länge: Klassische Video-Ads sind in der Regel nicht länger als 15 bis 30 Sekunden. Andere Video-Arten wie Erklär-, Image- oder Recruiting-Videos können aber auch mehrere Minuten lang sein.

Dateityp: Die üblichen Video-Formate sind MP4 und MOV. GIF- oder M4V-Dateien kannst du ebenfalls auf einigen Plattformen hochladen.

Ton: Im Idealfall sollte die Video-Werbung auch ohne Ton funktionieren, da viele Nutzer beim Scrollen durch soziale Netzwerke keinen Ton einschalten. Notwendige Erklärungen kannst du mit Untertiteln einbinden.

💡Tip: Convincing video advertising with UGC

Whether it's an informative explainer video, an entertaining advert, or an emotive brand film — the possibilities that video advertising offers as a marketing tool are enormous. If you want your message to come across with particular credibility and genuinely win over your target audience, user-generated content (UGC) offers a highly effective solution.

At Speekly, we connect you with motivated content creators who produce a range of video formats on your behalf, with the messaging you want. You can use the video directly for your advertising campaigns across multiple platforms.

Conclusion: Making the most of the different types of video advertising

Video advertising is no longer a nice-to-have — it's an absolute must-have. Choosing the right video type and the right platforms can make all the difference when it comes to maximising your reach and driving engagement. With video advertising used intelligently, you not only build brand awareness, but also create trust and take your conversion rates to the next level.

Here are the key takeaways to keep in mind:

  • Video advertising is an extraordinary engagement driver. Moving images evoke emotion and allow you to reach your audience on a whole new level.

  • In-stream ads deliver full attention, while out-stream ads enter the picture subtly and unobtrusively, avoiding user overwhelm.

  • Platform choice is everything: use Instagram for fast, creative videos and YouTube for in-depth, explanatory content. Tailor your strategy to the platform where your audience spends their time.

  • Interactive video formats and user-generated content make your advertising authentic and build trust within your community — not only making your brand shine, but also generating genuine engagement.

Combine these different video types cleverly and align them precisely with the needs of your target audience. That's how you get the most out of your campaigns and achieve outstanding results.

FAQs – Types of Video Advertising

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