In-stream ads

In-stream ads are video spots played inside a video player — before the content starts (pre-roll), partway through it (mid-roll) or after it ends (post-roll). It is the most recognizable video ad format, associated above all with YouTube and Google's video partner network.

What the in-stream format involves

An in-stream ad interrupts or precedes content the user deliberately chose to watch, so it assumes a high level of attention. Within this family there are:

• skippable ads — after 5 seconds the viewer can skip them with a "Skip" button, which rewards a strong opening,
• non-skippable ads — usually up to 15-20 seconds and watched in full,
• bumper ads — short, up to 6-second, non-skippable brand reminders.

Billing depends on the variant: TrueView formats are charged on a CPV basis — only once a viewer watches for a set duration or interacts with the ad.

In-stream in practice

In-stream ads are used to build brand awareness, showcase a product and deliver a full video message. Campaigns are created in Google Ads, where you set audiences, budget and placements. The format works best at the top of the funnel, where the goal is reach and recall rather than an immediate sale. Paired with remarketing, it later lets you reach people who have already seen the ad.

How to build an effective in-stream spot

Because skippable formats let viewers stop watching after just five seconds, the first few seconds decide a campaign's success. Good practice is to show the brand and the core message up front, before the "Skip" button appears, and to design the spot for sound-off viewing with legible captions. It also helps to match length to the goal: a shorter form favors reach, a longer one a fuller product story. Performance is judged by view rate, cost per view and the actions viewers take after clicking, such as visiting the landing page.