Native Video ad formats deliver an engaging and high performing experience to viewers through non-obtrusive, in-feed video content. You can choose between two video formats, Click-to-Play Video and Scroll-to-Play Video.
Native Video offers you the ability to serve high quality video ads within the editorial feed in a non-interruptive way. Native Video units are standalone ads that highlight their content in a native player experience. They do not play before other videos or depend on third-party video players.
Scroll-to-Play Video. Videos play as users scroll through the feed with sound off until a user interacts.
Click-to-Play Video. Videos appear with a play button and begin playing when a users clicks.
Native Video Behavior
Each Native Video ad format has benefits for certain use cases. The table below summarizes how they work and where they are used.
Scroll-to-Play Video
Scroll-to-Play Video is designed to accommodate advertisers interested in driving efficient views of their branded content.
How It Works
Scroll-to-play videos begin playing when 50% of the pixels come into the viewport of the browser. Upon user click, the video continues playing and sound turns on. The video does not restart from the beginning when the user clicks for audio.
If the player is playing muted and the video moves 50% out of view, the video will pause. If the user clicked to initiate sound, the video will continue to play with sound even after the video player moves 50% out of viewport.
Please note: some web pages have design elements such as headers and footers that may obscure the video ad while playing. As a consequence, some videos may appear to play when “out of view”. We are currently not able to identify all instances of these overlaid elements and therefore the video will continue playing until the edge of the viewport itself is detected.
When Should I Use Scroll-to-Play Video?
Scroll-to-Play Video is best-suited for clients who are interested in video views or video completes. These performance metrics are typically sold on CPV and CPCV, however Scroll-to-Play Video is also available on a vCPM basis.
If a client has specific audio goals like AVOC (audio video upon complete), or engagement metrics like clicks, you should recommend they purchase Click-to-Play Video, as it better delivers on those types of engagement goals.
Click-to-Play Video
Click-to-Play Video is designed for premium user-initiated engagement. Click-to-Play videos have higher performance for video completion and audio on metrics.
How It Works
Consumers are presented with the choice to engage with the branded video content. Users click on the video player to initiate play. Once the user clicks play, audio automatically begins. This provides a non-interruptive ad experience that fosters authentic consumer engagement.
When should I use?
Click-to-Play Video works best when your goal is to drive consumer engagement using high quality creative. It works well with longer form high quality video assets. Choose click-to-play if you sound on playback is critical to your campaign goals.
📘Minimum Video Player Dimensions
In order to be eligible to serve video, a placement’s preview image must be at least 250px wide for mobile devices. On desktop, the image must be 400px wide in order to be considered large player inventory.