Video is a top format now, with people spending an average of 17 hours a week watching streaming content. That’s a massive opportunity for affiliates, and in-stream ads are the tool to take advantage of it.
What are in-stream ads?
An in-stream ad is an advertising video that autoplays within other video content. The viewer is already prepared to watch a video when the ad appears, so it catches maximum attention.
In-stream ads run on streaming platforms and video sites where users’ primary intent is to watch video — YouTube, Twitch, Vimeo, and more. They can appear before, during, or after the main video content.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
How do in-stream ads work?
The in-stream ads definition implies that the video plays inside a standard video player on the publisher’s site. The process is straightforward:
- A user clicks to play a video on a website or streaming platform.
- The ad usually plays before the main video when the user is highly engaged.
- The user watches your ad and clicks your CTA button, landing on your offer page.
To start, you only need a video creative and a reliable video ad network that supports video ads, like RichAds. You pay per 1000 impressions (CPM) and get access to premium-quality traffic.
In-stream vs out-stream ads
When discussing the meaning of in-stream ads, we should also cover out-stream ads. Both formats deliver video ads, but they work very differently.
Here’s a clear comparison table:
| In-stream ads | Out-stream ads | |
|---|---|---|
| Placement | Inside a video player | In text content, feeds, sidebars |
| Sound | On by default | Muted by default |
| Viewability | Very high | Low, user may scroll past |
| Engagement | High | Moderate |
| Completion rate | Up to 90% | 40-60% |
| Inventory | Requires video content | Works on any page |
| CPM | Higher | Lower |
Ultimately, in-stream video ads win for affiliate campaigns, ensuring higher engagement rates and better conversions.
Types of in-stream advertising
There are three categories of in-stream ads: linear ads, non-linear ads, and companion ads. Let’s explore each of them.
Linear video ads
Linear ads take over the entire video player and play in line with the content. They pause the main video, similar to TV commercials.
This type of in-stream ad is the most common and the one most relevant to affiliates. Usually, the ads play before the main video starts – they’re called pre-roll ads.
Pre-roll videos are 15 to 30 seconds long and work well for brand awareness campaigns. The viewer has to watch for at least a few seconds before getting to their intended content, so visibility is guaranteed.
There are also mid-roll and post-roll ads among linear video ads. However, they are less popular.
Non-linear streaming ads
Non-linear video ads don’t interrupt playback. They appear on top of the playing video as an overlay, letting the viewer keep watching while the ad is visible. Overlay ads are less intrusive and don’t interrupt the viewing experience but also have a lower impact.
The main non-linear formats are:
- Overlay banners — a small static or animated banner that appears at the bottom of the video frame.
- Overlay text — a text message layered on top of the video. It helps deliver a short message without blocking the screen.
- Branded canvas units (L-banners) — the video temporarily shrinks to accommodate an L-shaped banner beside it.
Non-linear ads are mostly used for retargeting campaigns, as they won’t convert cold traffic.
Companion ads
Companion ads run outside the video player. They can appear in the sidebar, below the video, or in the surrounding page content as image, text, or animated units.
They’re often paired with linear or non-linear in-stream ads to reinforce the message. You may have seen these on YouTube: they usually show a banner ad next to the video that matches or relates to the pre-roll video ad that just ran in the player.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
Skippable ads vs. non-skippable in-stream video ads
Most affiliates use the term in-stream ads meaning pre-roll ads, since these are the most popular type of the format.
The thing with in-stream pre-roll ads is that they can be skippable or non-skippable. Both formats convert, but efficiency depends on your goals and offer type.
Skippable in-stream ads definition
Skippable ads give the viewer a “Skip” button after 5 seconds. The user can choose to continue watching or skip to their content.
It’s like a filter: viewers who keep watching past 5 seconds are genuinely interested. Your traffic quality is higher, and you get a better conversion rate.
However, most people will skip, so your first 3-5 seconds need to be engaging and catchy. Keep in mind that most publishers support skippable video ads, and your creative should meet the requirements.
Non-skippable in-stream ads definition
Non-skippable ads force the user to watch the entire ad. That’s why this type delivers a higher completion rate – everyone sees your ad till the end.
However, a non-skippable format can irritate viewers, especially if the ad isn’t relevant to them. You should carefully target your audience to achieve good results.
Most affiliates start with skippable ads, as they’re less intrusive and work well across a wide range of verticals. Non-skippable in-stream ads suit retargeting campaigns when you know exactly who you’re reaching.
Top verticals for in-stream video ads
In-stream advertising works best for emotion-driven offers, where the audience wants to see the product in action. The best verticals are:
- Gambling
- Betting
- Dating
- Gaming
Best GEOs for in-stream ad campaigns
In-stream traffic is global, so your choice of GEO mostly depends on your offer. Still, we can determine some specific countries where you can achieve the best ROI.
Here are real traffic volumes and CPMs across the top in-stream GEOs on the RichAds ad network:
| Country | Daily impressions, million | Average CPM, $ |
|---|---|---|
| India | 20 | 0.065 |
| Indonesia | 6 | 0.065 |
| Brazil | 5.5 | 0.9 |
| Philippines | 4 | 0.1 |
| United Kingdom | 3 | 0.536 |
| Canada | 3 | 0.568 |
| Thailand | 2.5 | 0.171 |
| Australia | 1.5 | 0.743 |
| Pakistan | 1 | 0.3 |
Conclusion
Now you know everything you need: what in-stream ads are, types of advertising, top GEOs, and best verticals to set up your campaigns.
Ultimately, in-stream ads are an affordable, converting, and profitable format for affiliates. To start, you just need an engaging video creative and a reliable advertising network with quality traffic sources and advanced optimization tools, like RichAds.
Get your creatives right, launch in-stream video campaigns, and work with your personal RichAds account manager to maximize their impact and achieve the best ROI.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
Related articles:
- Announcing the Launch of Our New Pre-Roll Video Ad Format
- Pre-Roll Ads: Complete Guide
- What Are In-Stream Ads and How Do They Work?
- Top Video Ad Networks in 2026
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