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Creative & Campaign Content
3 min read
Video ad formats are the different shapes video advertising takes — from skippable pre-roll and short vertical clips to in-feed and connected-TV spots — each with its own rules, lengths and viewer expectations. Choosing the right format is often as important as the creative itself.
Placement sets the frame. Where it runs shapes length and aspect ratio.
Length follows attention. Feeds want seconds; TV allows more.
Skippability changes the hook. Skippable formats front-load the message.
Sound cannot be assumed. Many formats play muted by default.
Skippable in-stream. Pre-roll a viewer can skip after a few seconds.
Short vertical. Full-screen clips for stories and reels.
In-feed. Video that autoplays as people scroll.
Connected TV. Non-skippable spots on streaming screens.
Fit drives performance. The right format suits how people watch.
Cost varies. Formats differ widely in price and reach.
Attention differs. Each format earns a different kind of viewing.
Reformatting cost. One idea needs many cuts and ratios.
Sound-off design. Muted autoplay demands captions and visuals.
Front-loading. Skippable formats punish slow starts.
Measurement. Views and completion mean different things per format.
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