In Banner Video Ads Without Coding

February 23, 2024

Nitin is the CEO of with 20+ years of experience in the field of marketing and advertising. Previously, he was a partner at McKinsey & Co and MD at Accenture, where he has led 20+ marketing transformations.

Creating effective video ads can seem daunting without coding skills.

However, there are now simple tools that make building in-banner video ads easy, even for non-technical users.

In this guide, you'll discover platforms and resources for creating in-banner video ads without needing to code, along with best practices for implementation and optimization.

Introduction to In Banner Video Ads

In banner video ads display a video player within a standard IAB banner ad unit. They combine the impact of video with the distribution and tracking of regular display ads.

Defining In Banner Video Ads

In banner video ads, also known as IAB in-banner video ads, are video ads that play directly within a standard display banner without leaving the page. Some key things to know:

  • They use video to capture user attention while keeping the viewer on the publisher's page
  • Video autoplays when the ad loads, usually without sound
  • Adheres to Interactive Advertising Bureau (IAB) standard banner ad sizes
  • Includes a clickable call-to-action button

Overall, in-banner video ads aim to boost engagement and performance over regular banner ads by incorporating high-impact video content.

Benefits of In Banner Video Ads

There are several notable benefits of using in-banner video ads compared to standard image banners:

  • Higher viewability rates: Video playing in-view commands more attention than static banners. In-banner video viewability rates average 82%, much higher than the average 50% viewability rate for regular display ads.
  • Increased engagement: Short, silent auto-play video keeps users engaged on the page longer. This leads to higher interaction and clickthrough rates.
  • Better brand storytelling: Video allows brands to tell stories and demonstrate products more effectively in a small space.
  • Lower cost: In-banner video ads can offer lower cost-per-view compared to pre-roll in-stream video ads.

Overall, in-banner video ads perform better across key advertising metrics, providing strong value.

Creating In Banner Video Ads Without Coding

There are a few easy ways to create in-banner video ads without needing design or development skills:

  • Use an ad management platform like SmartyAds that has in-banner video ad templates and an intuitive drag-and-drop builder.
  • Hire a freelancer to custom design in-banner video ads for you based on your brand guidelines.
  • Use a DIY online banner ad maker that supports video, like Bannersnack or Canva, to build your own.
  • Export video creative from your video editor and upload it directly to an ad network that supports in-banner video ads.

The key is choosing user-friendly ad builders that allow you to customize video, size, layout, and add clickthroughs without coding. This makes in-banner video ads accessible even for small businesses without big production budgets.

What is an in-banner video ad?

In-banner video ads are a type of rich media ad that plays a video within a standard banner ad unit. They allow advertisers to capture user attention with motion and sound while keeping the familiar banner ad format.

Some key things to know about in-banner video ads:

  • They play automatically when loaded, usually without sound. Users can choose to unmute and interact with the video player.
  • Videos are typically 5-15 seconds long. Any longer risks annoying users.
  • They come in standard IAB banner sizes like 300x250, 160x600, etc. So they can be trafficked like regular display ads.
  • Benefits include higher viewability rates and interaction vs regular banners.

In-banner video ads are built using HTML5, which allows the video player to be embedded directly in the creative code. This avoids reliance on third-party plug-ins like Flash.

To enable auto-play of HTML5 video ads, they must include the playsinline parameter which signals to the browser that the video is not full-screen. This allows videos to play automatically without any user interaction.

So in summary, in-banner video ads inject motion and sound into a standard banner unit to capture user attention and drive stronger response rates. Their familiar banner size and shape allows easy implementation, while HTML5 powers the smooth video playback.

What is the difference between a banner ad and a video ad?

Video ads have a number of key advantages over traditional banner ads:


Video ads are more engaging and immersive than static banner ads. They utilize motion, sound, and visual storytelling elements that capture viewer attention in a deeper way. This leads to higher view-through rates and ad recall.

Brand Storytelling

While banner ads are limited to images and text, video ads allow brands to tell stories that connect emotionally with audiences. This makes the advertising message more memorable. Creative video ads also have a better chance of going viral.


Video ads can be used across more platforms than banner ads, including social media, YouTube, mobile, OTT streaming, and more. Their flexible format allows for innovation across different environments.


Numerous studies have shown video ads outperform banners when it comes to metrics like click-through rates, conversion rates, and sales growth. As video consumption rises across devices, video ads provide better opportunities to reach and persuade modern audiences.

So in summary - video ads drive stronger engagement, storytelling, versatility, and performance compared to standard banner ads. Their motion-rich experience makes a bigger brand impact. This is why more advertisers are shifting budgets to video advertising today.

What are the benefits of in-banner video?

In-banner video ads provide several key benefits compared to other ad formats:


The main advantage of in-banner video ads is that they do not interrupt the user's browsing experience. Unlike pre-roll or mid-roll video ads, in-banner video ads play only when a user hovers over or clicks on the banner. This makes them less intrusive.


Video banners grab more user attention than static banners. The motion and imagery catch the eye, resulting in higher viewability and engagement rates.

Flexible Placement

In-banner video ads can be placed anywhere a standard IAB banner can be placed. This includes the header, footer, sidebar, or within content on a page. Their flexible placement allows publishers to maximize value from premium ad space.


With the wide adoption of HTML5, in-banner video files can be lightweight, resulting in faster load times. This improves user experience, especially on mobile devices where bandwidth can be limited.

Metrics and Tracking

Like all digital ads, in-banner video ads allow for detailed tracking and analytics around views, clicks, conversions, and more. This supports optimization efforts.


For advertisers, in-banner video can deliver engaging rich media at lower CPMs than preroll video ads, making them a cost-effective option.

So in summary, with benefits like increased attention and flexibility coupled with lower costs, in-banner video ads present an appealing middle-ground between static images and full video ads. Their lightweight nature and ability to tell a story without interrupting the user makes them a versatile display format.

What size are in-banner video ads?

In-banner video ads typically follow standard Interactive Advertising Bureau (IAB) banner ad sizes like 300 x 250, 320 x 50, 728 x 90, 160 x 600, etc. This allows them to fit seamlessly into existing ad slots on websites and apps.

Some common in-banner video ad sizes include:

  • 300 x 250 - Medium Rectangle
  • 320 x 50 - Mobile Leaderboard
  • 728 x 90 - Leaderboard
  • 160 x 600 - Wide Skyscraper

By using these standard IAB banner sizes, in-banner video ads can leverage existing ad inventory without requiring publishers to make size adjustments. This makes adoption easier across the digital advertising ecosystem.

Additionally, following IAB guidelines allows in-banner video ads to meet industry standards for viewability, transparency, etc. For example, the IAB recommends including the playsinline parameter which allows videos to play inline on mobile devices instead of full screen.

Overall, conforming to standard banner sizes gives in-banner video ads flexibility to run on most websites without negatively impacting user experience or site performance. This facilitates wider reach and impact for brands running in-banner video ad campaigns.

Understanding In Banner Video Ads Meaning and Functionality

In banner video ads refer to short, auto-playing video ads that are displayed within standard banner ad units on web pages. Unlike in-stream video ads that play before or during video content, in-banner video ads are embedded directly into banner ad spaces on web pages.

In Banner Video Ads Meaning and Purpose

The main purpose of in-banner video ads is to capture user attention and drive engagement through motion and sound. Key benefits include:

  • Increased brand awareness: Video ads within banner spaces garner more attention and brand impressions. Viewers are more likely to notice and recall your brand.
  • Higher click-through rates: In-banner video ads see 3-5x higher CTRs compared to standard display banners. The dynamic format leads to more clicks and conversions.
  • Brand storytelling: Video ads allow you to demonstrate your product, explain value props, and tell your brand's story within the banner real estate.
  • Flexible placement: In-banner video ads can be placed on almost any area of a web page, enabling flexible targeting.

In-Banner Video Examples and Best Practices

Here are some real-world examples of effective in-banner video ad executions:

  • Product Demo Videos: Showcasing an ecommerce product in use through a short 5-10 second video engages viewers and drives purchase intent. For example, an electronics brand using video to showcase headphones with spatial audio.
  • Sizzle Reels: A media or entertainment brand highlighting short, compelling clips from their latest shows or podcast episodes to capture attention.
  • Interactive Mini-Games: Brands have leveraged in-banner video to create mini HTML5 games that users can play right within the ad unit, driving deep engagement.

To maximize in-banner video ad results, key best practices include:

  • Keep videos short at 5-15 seconds long
  • Include clear branding and calls-to-action
  • Ensure videos are optimized for mute with captions
  • Use attention-grabbing thumbnail images
  • Provide an easy click process after video ends

IAB In-Banner Video Standards and Compliance

The Interactive Advertising Bureau (IAB) provides guidelines for in-banner video ads, including:

  • File formats limited to .MP4, .WebM, and .Ogg
  • Videos must include the playsinline parameter
  • Ad dimensions must fit standard IAB banner sizes like 728x90, 300x250, etc.
  • Ads must meet minimum HTML5 display requirements

By adhering to IAB in-banner video standards, advertisers ensure their ads can be seamlessly delivered programmatically across ad networks while meeting platform requirements. This prevents errors and improves campaign performance.

Technical Requirements for Implementation

Implementing in-banner video ads requires meeting certain technical specifications to ensure proper display across devices and platforms.

HTML5 Display Requirements for Video Ads

In-banner video ads rely on HTML5 environments for smooth playback. Key requirements include:

  • Support for the <video> tag to embed and control video playback
  • Canvas support to render the video frames
  • Inline playback instead of fullscreen to fit banner dimensions

Older browsers without HTML5 capabilities will not properly show in-banner video ads.

Including the Playsinline Parameter for Mobile Compatibility

Add the playsinline parameter to autoplay videos inline instead of fullscreen:

<video playsinline autoplay muted loop>

This ensures the video plays inline on mobile devices while meeting autoplay requirements.

Standard IAB Banner Ad Sizes for Video

Common IAB banner ad sizes like 970×250, 728x90, 300x250, 160x600 and more work for in-banner video.

Review IAB guidelines for each ad size to ensure your banners meet specifications like:

  • File size and load times
  • Frame rates and duration
  • Interactivity and controls

With HTML5 environments, most modern devices can render in-banner video for standard ad units. Optimize encoding and settings for each placement.


Leveraging Free Tools for In Banner Video Ads Creation

Creating effective in banner video ads can be challenging without the right tools. Thankfully, there are free options available to help get started:

Discovering In Banner Video Ads Free Tools

When just starting out with in banner video ads, it's important not to get bogged down with expensive software. Consider leveraging these free tools first:

  • Online banner creators: Sites like BannerSnack offer free banner and video ad builders to create standard IAB banner sizes. They have templates to customize and require no coding knowledge.
  • Basic video editors: Apps like Inshot and Kapwing allow combining images, video clips, and text without downloads or subscriptions. Useful for mocking up in banner video ad concepts.
  • Canva: This free graphic design platform contains templates for social media ads, web banners, posters and more. Easy to use for beginners.
  • Open source animation software: Tools like Blender allow creating 2D/3D animated videos and images from scratch for free. Recommended for advanced users.

The key is finding tools that match your skill level and ad requirements. Test out multiple options to determine what works best.

Maximizing Impact with No-Cost Solutions

It's easy to equate paid tools with quality, but free resources can generate high-performing in banner video ads too. Some tips:

  • Optimize for engagement: Focus on visually striking imagery and clear, succinct messaging that captures attention fast.
  • Personalize content: Leverage free customization features to reflect brand identity and appeal to target audiences.
  • Check specifications: Ensure banner sizes, aspect ratios, file formats adhere to IAB display requirements for seamless deployment.
  • Analyze performance: Use free analytics from sites like Google Analytics to gauge engagement levels and optimize accordingly.

With strategic planning and iterative testing, free tools can drive strong campaign results. The extra effort pays dividends.

Free In-Banner Video Examples and Templates

Besides creation tools, sample in-banner video ads can provide inspiration too:

  • YouTube: Search "in banner video ad examples" to see different styles and approaches. Study multiple ads in your industry.
  • Ad galleries: Sites like Bannersnack offer curated banner ad galleries to browse by type and category.
  • Dribbble: This designer community contains tags for banner and video ads to find visual examples.
  • Behance: Creative portfolios here can inspire innovative in banner video ad designs and layouts.

Whether you build on templates or create custom ads, analyzing examples helps spark ideas and elevate quality. Use free resources strategically at each step for efficient, cost-effective campaigns.

Platforms for Building In Banner Video Ads

Creating effective in banner video ads can be challenging without the right tools. Thankfully, there are user-friendly ad builders that make it easy to produce quality video ads, no coding required.

What to Look for in Ad Builders for Video

When evaluating ad builders for in banner video ads, key features to look for include:

  • Video uploading and editing tools - Ability to upload your own video files and trim/edit them right within the platform.
  • Banner templates - A library of IAB standard banner sizes and layout templates to build your video creative.
  • Dynamic creative optimization - Automatic generation of multiple video banner ad variations for A/B testing.
  • Cross-platform display testing - Preview your video banner ads on different devices and environments.
  • Analytics integration - Connect your video campaigns to analytics for performance tracking.

Top Ad Builders for In Banner Video

Some top ad builders optimized for in banner video ads:

  • AdCreator - AdCreator specializes in rich media ads with an intuitive drag and drop video banner builder.
  • Bannersnack - Easy video banner creation with their HTML5 banner maker and library of animated templates.
  • Crello - Crello is a full-featured graphic design platform with video ad formats.

These tools make it simple to upload your video file, choose a banner template, customize your design, and export HTML5 code for media buying.

Building for Cross-Platform Display of Video Ads

When developing in banner video ads, it's important to consider display compatibility across environments. Follow these tips:

  • Set the playsinline parameter so video autoplays inline on mobile.
  • Use HTML5 video files for broader device support vs Flash.
  • Follow IAB guidelines for standard ad dimensions.
  • Test your video banners on desktop, mobile, in-app, etc.

Taking the time to build video ads for seamless cross-platform delivery will maximize engagement.

With the right ad builder, you can easily create high quality in banner video ads without needing to code. Focus on finding a platform with robust video capabilities to meet your campaign needs.

Distributing and Optimizing In Banner Video Campaigns

In banner video ads can be an effective way to capture user attention and drive engagement. Here are some tips for setting up and optimizing in banner video ad campaigns.

Programmatic 101 for In Banner Video Ads

Programmatic advertising refers to using software to buy and sell digital advertising automatically. Here are some key things to know:

  • Supply Side Platforms (SSPs) provide the ad inventory that advertisers can buy programmatically. SSPs aggregate ad space from many sites and apps.
  • Demand Side Platforms (DSPs) allow advertisers to manage bids and purchases for digital ad inventory. DSPs use data and algorithms to optimize bids.
  • By connecting SSPs and DSPs, advertisers can access a large pool of video ad inventory to run their in banner video campaigns.
  • Data and analytics from DSP campaigns can provide insights to improve targeting and creative optimization over time.

Direct Advertising Campaign Setup for Video

Some options for setting up direct in banner video ad campaigns:

  • Premium publishers often have dedicated sales teams to work directly with advertisers to customize video ad placements.
  • Programmatic guaranteed deals can guarantee video ad inventory through the programmatic pipes.
  • Private marketplace (PMP) deals offer access to select premium publishers for video ads.

Direct campaigns allow more control over video ad placement and the ability to access high-value inventory.

Optimizing Campaign Performance with Video Metrics

To optimize in banner video campaign performance:

  • Use completion rate data to assess which video creatives drive the most engagement.
  • Implement dynamic creative optimization (DCO) to automatically serve the best performing video creative.
  • Sequence video ads to tell a story across multiple impressions. This can lift completion rates.

Continuously monitoring campaign data and iterating on video creative is key for optimization.

Comparing In Banner vs In-Stream Video Ads

What’s the Difference Between In-Stream and In-Banner Video Ads?

In-stream video ads play before, during or after other video content that a user intentionally chooses to watch. They are integrated directly into the video player.

In contrast, in-banner video ads play automatically within standard IAB banner ad units displayed on web pages and apps. They allow video ads to be delivered programmatically like display ads.

Some key differences:

  • Placement: In-stream appear in video players, in-banner are displayed inline with other content
  • Initiation: In-stream only play when a user starts a video, in-banner autoplay when loaded
  • Audio: In-stream videos often have sound, in-banner videos are muted by default
  • Interaction: In-stream ads can't be closed until a set time, in-banner ads can be closed immediately
  • Measurement: In-stream metrics focus on video completion rates, in-banner metrics align with display ad KPIs like viewability and clicks

Benefits Comparison of Video Ad Formats

In-Stream Video Ads

  • Higher view completion rates since they have the user's attention during video playback
  • Better ad recall since the user is focused directly on the video content
  • Opportunity for user to interact with longer video content

In-Banner Video Ads

  • Higher viewability as they are inline with content on first view
  • Drive clicks and conversions across audience segments
  • Don't disrupt user experience, easy to close immediately
  • Align with existing display ad metrics and workflows

Ideal Campaign Strategies for Video Advertising

In-stream video ads are best used for:

  • Brand awareness and video views
  • Engaging target audience with relevant video content
  • Telling a story and making emotional connections
  • Driving conversions for high-value products or services

In-banner video ads work well for:

  • Increasing viewability and visibility
  • Driving traffic and conversions across campaigns
  • Expanding existing display ad strategies
  • Re-engaging users who closed a video player
  • Cost-efficient incremental reach to broad audiences

Determine campaign goals and audience traits to decide which video ad format is most suitable or if using both in tandem provides an effective cross-device strategy.

Monetization Solutions with In Banner Video Ads

In banner video ads can provide effective monetization solutions for both publishers and advertisers.

Enhancing Website Traffic and Monetization with Video

  • Video ads tend to have higher engagement and click-through rates compared to static banner ads. Placing in banner video ads on a website can help drive more user traffic.
  • According to studies, in banner video ads boost brand recall by over 30% compared to static ads. This increased visibility and exposure can lead to higher monetization.
  • Configuring video ads to play automatically without sound, along with including the "playsinline" parameter, helps increase viewability leading to more ad impressions and revenue.
  • Following IAB's standard banner sizes for in banner video ads makes it easier to sell and manage video ad inventory across different ad platforms.

Header Bidding Strategies for Video Ad Inventory

  • Implementing header bidding helps publishers maximize yield from video ad impressions in real-time across multiple demand sources.
  • Fine-tuning floor prices and setting up price granularity for video ad units can help maximize revenue. Floor prices can be adjusted based on factors like time of day, geography and content type.
  • Monitoring video viewability rates and optimizing page load times are important to reduce latency and increase bid rates from demand partners.
  • Blocking low quality demand sources that don't meet viewability requirements can improve revenue over the long term.

Utilizing White Label SSP and DSP for Video Monetization

  • Using a white label SSP provides greater transparency and control over selling video inventory to demand partners. Features like real-time analytics help optimize floor pricing.
  • White label DSPs make it easier to execute targeted video ad campaigns by leveraging first and third party data. Machine learning algorithms help increase campaign performance.
  • Building a customized stack with white label SSP and DSP solutions provides flexibility to tailor video monetization strategies for specific business needs.
  • Options like real-time bidding give both buyers and sellers better visibility into video ad transactions leading to stronger yield management.

Real-Time Bidding and Programmatic Solutions for Video Ads

Real-time bidding (RTB) is revolutionizing the way in banner video ad inventory is bought and sold. By enabling the programmatic buying and selling of ad space, RTB brings greater efficiency and targeting capabilities to video ad campaigns.

Understanding Real-Time Bidding for In Banner Video

Real-time bidding refers to the ability to auction off video ad impressions to buyers in an instant. Instead of video ad space being sold in bulk ahead of time, RTB allows publishers to sell impressions individually and dynamically to buyers based on user data. This allows for highly targeted and optimized video ad delivery.

Some key things to know about RTB for in banner video ads:

  • RTB for video ads happens in milliseconds, enabling user-level targeting
  • Buyers set parameters to bid on impressions that meet their video ad campaign goals
  • Publishers get the best rates for their video ad inventory from buyers competing in real-time auctions
  • More relevant video ads can be shown to users, improving campaign performance

By leveraging real-time auctions, in banner video ads can be precision-targeted to relevant audiences at the right moment.

Leveraging DSP and SSP for Programmatic Video

To facilitate the programmatic buying and selling of in banner video ad space, Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) are utilized.

DSPs allow buyers to manage video ad campaigns programmatically. Key capabilities include:

  • Access to video ad inventory across multiple sources
  • Tools to set target audiences, budgets, and bidding strategies
  • Automated optimization of video ad placements based on performance
  • Advanced analytics and reporting on video ad results

SSPs help publishers monetize their in banner video inventory via programmatic channels. This includes:

  • Automated selling of video ad space through auctions
  • Yield optimization algorithms to maximize video ad revenue
  • Seamless integration with multiple demand sources
  • Control and transparency over pricing, channel mix, etc.

Together, DSPs and SSPs create a robust infrastructure for data-driven programmatic trading of video ad impressions between buyers and sellers.

Case Study: Programmatic Success with SmartyAds DSP

SmartyAds DSP has leveraged the power of programmatic buying for in banner video ads successfully for clients across industries.

One case study is an online fashion retailer running video ad campaigns across display and social media platforms. By using SmartyAds DSP to buy video ad inventory programmatically, they achieved:

  • +38% increase in return on ad spend
  • Lower cost per click by 19% vs. manual media buying
  • Increased reach with access to premium video ad placements
  • Seamless creative personalization across platforms and formats

The capabilities of SmartyAds DSP allowed the dynamic optimization of video ad placements based on performance data. This led to improved efficiency and results across their video ad campaigns.

Conclusion and Key Takeaways

In banner video ads offer significant benefits for driving campaign performance through higher viewability, completion rates, and engagement. By incorporating motion and sound, these ads capture attention and communicate messaging more effectively.

Key advantages covered in this guide include:

  • Increased brand awareness and recall
  • Higher click-through and conversion rates
  • More immersive experience than static ads
  • Flexible implementation without coding skills

For non-technical users, intuitive ad builders like AdCreator simplify creation and distribution across networks. With customizable templates and built-in analytics, marketers can optimize based on performance data.

By following best practices around strategic placement, compelling video content, and regular testing, in banner video ads provide a powerful avenue to reach audiences and achieve campaign goals. Careful execution focused on relevance and value exchange will drive positive ROI.

Prioritizing viewer experience remains vital - the most effective in banner video ads entertain and inform without disruption. Maintaining this balance enables brands to build meaningful connections amidst the competitive digital landscape.

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