Video Ad Formats Explained: Pre-Roll, Mid-Roll, Outstream & More

The Video Ad Format Landscape

Video advertising has evolved far beyond simple pre-roll ads. Today there are multiple formats, each with different use cases, viewer experiences, and revenue potential. Understanding them helps you choose the right mix for your content.

In-Stream Formats

Pre-Roll

Plays before video content. Highest CPM of all formats because viewers must watch (or wait 5 seconds) before their content starts. Ideal for any video publisher.

Mid-Roll

Plays during longer videos, similar to TV commercial breaks. Requires content of at least 8 minutes. Mid-roll ads on long-form content can double or triple total revenue.

Post-Roll

Plays after the video ends. Lowest CPM of in-stream formats since many viewers leave before the video ends, but zero disruption to the viewing experience.

Out-Stream Formats

Outstream / In-Read

Video ads that appear within article content, outside of a video player. They auto-play silently when in view. Great for text-heavy websites that want to earn video CPMs without hosting video content.

Interstitial

Full-page video ads that appear between page loads. High impact, high CPM, but should be used sparingly to avoid hurting user experience.

Which Format Earns the Most?

Pre-roll consistently delivers the highest CPMs, followed by mid-roll on long-form content. Outstream is the best option for non-video publishers entering the video ad market.