Which statement about non-skippable in-stream ads is true?

Which statement about non-skippable in-stream ads is true?

• A. They cannot be bought on auction
• B. They complement TV campaigns online and provide incremental reach, and can be bought on auction for lower CPM
• C. They are always shown with the same frequency on all devices
• D. They require higher CPM than skippable ads

Answer: (B)

Non-skippable in-stream ads are built to deliver the full ad experience, ensuring the message lands before or during online video. They fit particularly well in a media plan with TV because they extend a TV campaign into online video, reaching audiences who may not be exposed to TV or who primarily consume video online. This extension brings incremental reach—the new, unique audience exposure beyond what TV alone would deliver. When it comes to buying, these formats can be acquired through programmatic auctions, which can yield lower CPMs compared with guaranteed or reserved buys due to competitive bidding and scale. That combination—complementing TV, providing incremental reach, and being purchasable via auction for potentially lower CPMs—explains why this statement is true. The other options don’t fit: non-skippable in-stream ads can be bought on auction; frequency varies by device and user behavior, not the same everywhere; CPM isn’t inherently higher than skippable ads and can be lower depending on demand and inventory.

Non-skippable in-stream ads are built to deliver the full ad experience, ensuring the message lands before or during online video. They fit particularly well in a media plan with TV because they extend a TV campaign into online video, reaching audiences who may not be exposed to TV or who primarily consume video online. This extension brings incremental reach—the new, unique audience exposure beyond what TV alone would deliver. When it comes to buying, these formats can be acquired through programmatic auctions, which can yield lower CPMs compared with guaranteed or reserved buys due to competitive bidding and scale. That combination—complementing TV, providing incremental reach, and being purchasable via auction for potentially lower CPMs—explains why this statement is true. The other options don’t fit: non-skippable in-stream ads can be bought on auction; frequency varies by device and user behavior, not the same everywhere; CPM isn’t inherently higher than skippable ads and can be lower depending on demand and inventory.