Programmatic Video Advertising Services

Video ads have the advantage of engaging multiple senses, making them more memorable and impactful compared to static formats. They can effectively convey complex messages and evoke emotions through storytelling, visuals and sound. Additionally, video ads often achieve higher engagement rates, as they are more likely to capture and retain viewers' attention.

Trends in video advertising include the rise of short-form videos on platforms like TikTok and Instagram Reels, which cater to decreasing attention spans. Interactive video ads that allow viewers to engage directly with the content, such as clickable elements and shoppable videos, are gaining popularity. Additionally, personalized video ads using data-driven insights to tailor content to individual viewer preferences are becoming more prevalent.

Key performance indicators (KPIs) for measuring the success of video advertising include view-through rate (VTR), which tracks the percentage of viewers who watch the video to completion, and click-through rate (CTR), which measures how many viewers click on a link or call-to-action. Engagement metrics like likes, shares, comments and overall interaction time provide insight into viewer interest. Conversion rate evaluates the number of viewers who take a desired action, such as making a purchase or subscribing, after watching the video.

Types of video ads include pre-roll, mid-roll and post-roll ads that play before, during or after video content, respectively. Native video ads blend seamlessly with the surrounding content on social media platforms and websites. Additionally, interactive video ads feature clickable elements that engage viewers and drive direct actions.

Programmatic video advertising is the automated buying and selling of video ad space across digital channels like websites, social media, and streaming platforms. Using a demand-side platform (DSP), advertisers can efficiently reach target audiences with video ads—such as pre-roll, mid-roll, or post-roll—based on demographics, interests, and behaviors.

White label video platforms allow agencies to offer advanced video advertising capabilities under their own branding. This means they can leverage features like cross-device video formats, programmatic buying, and detailed reporting while maintaining client trust and control. It's a scalable way to expand service offerings without building proprietary technology.

Interactive video ads go beyond passive viewing to actively engage users with clickable elements, polls, or product features. These formats can boost viewer attention, time spent, and overall ad recall. When paired with Viant’s high-impact video inventory and targeting, interactive video ads can contribute to stronger campaign engagement and brand lift.

CTV advertising delivers video ads through internet-connected televisions and streaming apps, offering the storytelling power of TV with the precision of digital. Unlike traditional linear ads, CTV allows for data-driven targeting, fraud prevention, and advanced measurement.

Performance depends on campaign goals, creative, and targeting strategy. Leading platforms support omnichannel execution—CTV, desktop, mobile, in-app—and provide access to premium supply with transparency. Viant’s DSP, for example, offers integrations with trusted sources like SpotX, FreeWheel, and Magnite, giving advertisers the reach and control they need for measurable impact.

Common video ad specs include MP4 file format, 16:9 aspect ratio, and durations of 15 or 30 seconds. Ads should comply with VAST or VPAID standards and meet the specific requirements of the publisher or DSP. Creative should be optimized for device and format—whether instream, outstream, or embedded within editorial content.

Post-roll video ads, which play after content ends, can help publishers generate additional revenue without disrupting user experience. With proper placement, they often deliver high completion rates and incremental value. 

An omnichannel DSP enables advertisers to manage video campaigns across all devices—CTV, mobile, desktop, DOOH, and more—from a single platform. This unified approach improves efficiency, consistency, and measurement. Viant’s DSP, for instance, supports high-impact, cross-device video formats, making it easier to deliver campaigns at scale across the consumer journey.

Personalized video ads tailor messaging based on user data, such as location, interests, or past behaviors. This relevance helps drive higher engagement, recall, and conversions. Combined with Viant’s people-based targeting and measurement tools, personalization can help brands better connect with consumers and optimize ROI across video channels.

Modern video platforms rely on a mix of advanced technologies: machine learning for optimization, identity resolution for precise targeting, real-time bidding, and verification tools for fraud prevention and brand safety. Viant’s integrations with IAS and DoubleVerify, for example, help advertisers deliver campaigns in environments that are viewable, fraud-free, and aligned with brand standards.