Netflix, TikTok, YouTube, or even traditional TV — video formats are everywhere in our daily lives. With such visibility, it’s no surprise that video advertising has become a key element in many companies’ marketing strategies. Brands have understood the importance of creating video content to reach their target audience. The question then arises: which format and platform best suit your needs?
Catchup TV, Instream Video, or Segmented TV — here’s a quick overview of the different formats available to help you determine which will best fit your advertising campaign.
Catchup TV
Refers to online TV replay services such as Molotov, MyTF1, or 6play. Ads are shown before, during, or after the content selected by the user. These ads are relatively short, averaging 15 to 30 seconds. They benefit from strong impact as they are shown when the viewer is waiting for the content they want to watch.
Available on mobile devices such as tablets, phones, and smartphones, Catchup TV allows advertisers to not only increase brand visibility but also drive traffic to their website — unlike traditional TV ads.
The Instream format
Refers to ads shown before, during, or after online video content. These ads can last between 15 and 60 seconds and are often non-skippable, meaning viewers must watch them before accessing their video.
They resemble Catchup TV ads but are displayed on a broader inventory of websites rather than replay services. This distribution offers greater diversity in the platforms where your ads can appear, allowing you to reach a wider range of targets.
Segmented TV
Is close to traditional linear TV but uses demographic data of viewers to offer more precise targeting to advertisers. Segmented TV ads are delivered based on user age, gender, residence, or other demographic information.
They usually last between 30 and 60 seconds and are often shown during high-audience TV programs. More expensive than Instream and Catchup ads, segmented TV provides brands with premium advertising environments.
It’s important to note that each video ad format has its advantages and drawbacks. To choose the most suitable format, you must clearly define your campaign objective, consider the nature of your product or service, your target audience, and your budget.
For this, it’s essential to consult digital marketing experts to ensure the best format selection to meet your goals and maximize your campaign ROI.
