What are in-stream ads?

In-stream ads are video advertisements that play within video players before, during, or after streaming content. These advertisements appear as part of the viewing experience when audiences watch shows, movies, or user-generated video content. Streaming video ads integrate seamlessly with the video content viewers already engage with, appearing in environments where audiences expect to see video content.

Popular placements include streaming services, social media platforms, and websites with embedded video players. The format allows brands to reach audiences during high-engagement moments when they're actively consuming video content. Streaming video ads come in different formats based on timing and presentation. Linear ads pause or interrupt the main video content. Non-linear formats run simultaneously without interrupting the viewing experience.

Out-stream video ads are advertisements that play outside traditional video players on websites and mobile applications. They typically appear within article content, social media feeds, or other non-video environments where audiences browse text-based content. Out-stream advertising expands the reach of campaigns beyond traditional placements. For example, premium third-party publishers through Amazon Publisher Direct offer high-quality out-stream placements that maintain brand safety while expanding reach.

Out-stream video ads provide an opportunity to engage audiences without requiring dedicated content or a video player environment. Typically, they start playing when audiences scroll to the ad placement on a webpage. The video begins muted and can include sound when viewers interact with the ad. Out-stream video ads often blend with the surrounding content to create a native advertising experience.

In-stream ads are important because they reach audiences during focused viewing moments when they're actively watching content. This engaged mindset creates opportunities for meaningful brand connections. The format allows brands to tell complete stories through sight, sound, and motion, communicating complex messages more effectively than static formats. Through in-stream advertising, advertisers can showcase product demonstrations, brand stories, and emotional connections that drive purchasing decisions.

These advertisements also benefit from the growing consumption of streaming content. Video content is the primary driver of digital engagement across all devices with video consumption projected to reach 50% of total digital time in 2026.¹ Viewers increasingly choose on-demand and streaming services over traditional linear television. This shift creates new opportunities for brands to reach audiences in premium environments and boost brand awareness.

In-stream video ads integrate with content through programmatic technology and direct publisher relationships. Advertisers choose criteria based on audiences, interests, and viewing insights, while the advertising solution matches advertisements with relevant content and audience segments. When viewers begin watching content, the ad server determines which advertisement to display based on audience signals, content relevance, and advertiser bidding strategies. The selected ad then plays according to the specified format and timing. Measurement systems track key performance indicators like completion rates, viewability, and user engagement. These insights help advertisers optimize their campaigns and understand which creative approaches drive the best results.

Out-stream video ads use different technology to detect when audiences scroll to the ad placement on a webpage. The video begins playing automatically when it becomes visible on the screen. Most out-stream video ads start without sound to avoid disrupting the browsing user experience. Publishers integrate out-stream ad placements within their content using specialized ad tags. These placements can appear between paragraphs, in sidebar areas, or as overlay elements. The flexibility allows publishers to monetize content without requiring dedicated inventory. Advertisers can control when and where their out-stream video ads appear based on content categories, audience preferences, and placement options. The format provides broader reach opportunities compared to traditional placements.

The primary difference between in-stream and out-stream video ads lies in their placement and audience context. Streaming video ads display within video players where viewers expect content. Out-stream video ads show in non-video environments where audiences browse text or other content formats.

Streaming video ads encompass several format variations designed to integrate with content in different ways. Understanding each type helps advertisers choose the most effective approach for their campaign goals.

In-stream advertising offers unique advantages that make it an essential component of comprehensive video marketing strategies. These benefits stem from the format's ability to reach audiences during meaningful viewing moments.

Real-world case studies that demonstrate how brands successfully leverage in-stream advertising to achieve their marketing objectives across various industries and campaign goals.

Amazon Ads offers comprehensive streaming advertising solutions that help brands reach audiences across the full customer journey with access to premium inventory and advanced targeting capabilities. Available to businesses whether or not they sell on Amazon, our video advertising solutions support various industries and objectives—from local restaurants and car dealerships to hotels and fitness studios. These flexible options help businesses of all sizes leverage the power of video advertising across Amazon's easy-to-use ad tech suite.

A guide to pre-roll, mid-roll, and post-roll ads