In-feed video ads are one of the most powerful new ad types available in YouTube to add to your video marketing strategy—and may very well be one of the most underutilised and underrated ad type in the platform. We use that alot in our Youtube ads agency.

The biggest misconception is that it is the same as Discovery Ads—but trust us, it goes beyond that!

In this article, we’ll break down what YouTube In-feed ads are, learn about in-feed video ad assets, technical specs, reporting tools you can use, as well as show you how you can set one up to get started. 

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What are YouTube In-feed ads?

In-feed video ads are a great way to place your brand, product, or service where your target audience is likely to see it. These static ads that show up in three key distinct places:

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• YouTube Search results;

• YouTube Watch Next; and 

• YouTube app Home feed. 

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In-feed video ads feature a thumbnail image with a headline and up to two lines of text. Upon interaction with the thumbnail, viewers are taken to the YouTube watch page for the ad (in some cases hovering on the thumbnail will start a muted auto play). 

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Why are YouTube In-feed ads so powerful?

There are a few key reasons why in-feed video ads are such a powerful marketing tool.

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First and foremost, they’re highly targeted.

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Unlike banner or interstitial ads—which can be seen by anyone who visits a YouTube channel—in-feed video ads can be targeted specifically to viewers who have watched specific videos from that channel or individual user.

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This means that you can reach more engaged viewers who are likely to be more interested in what you have to say.

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Secondly, because they’re embedded within the content of popular channels and videos, in-feed video ads tend to be more effective than traditional banner or interstitial Ads when it comes to click-through rates (CTRs).

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Why are YouTube In-feed ads underutilised?

There are a few reasons why in-feed video ads might not be as widely used as they could be.

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First, they require some additional set-up.

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Unlike regular banner or interstitial Ads, in-feed video ads need to be created specifically for each channel and video making it a little less popular. 

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The other thing is that they're not as widely seen as other ad types on YouTube.

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While banner and interstitial Ads make up the majority of all ads, in-feed videos account for just a fraction of total views on YouTube. This is likely due to their small size (in comparison to banner or interstitial Ads), and the fact that they're less intrusive than other ad types.

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Third, some people may not realise that in-feed video ads exist due to their unique design.

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As mentioned earlier, they feature a thumbnail image with headline and two lines of text which may not immediately stand out among all the other content on YouTube.

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That being said, the key to maximizing your chances of success with in-feed video ads is to make sure you have a well executed strategy that incorporates these features into your overall marketing mix.

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