Key Takeaways

• Companion ads are supplementary ad units that display alongside primary video or audio ads

• They create a more cohesive advertising experience without interrupting content

• Common formats include display banners, rich media, and interactive elements

• Companion ads increase engagement by providing additional conversion paths

• Implementation follows IAB VAST specifications with various size options for cross-platform compatibility

What the Heck Are Companion Ads?

When you're watching a video online and notice a banner hanging out next to the player, you're looking at a companion ad. These little guys aren't trying to steal the show—they're designed to work alongside your main video or audio ad, reinforcing the message without being pushy about it.

Think of companion ads like a supporting actor in a movie. The video ad is your star, but companion ads help tell the complete story. They hang around while the primary ad plays, giving viewers another way to connect with your brand.

These ads typically appear as banners above, below, or to the sides of a video player during ad playback. Sometmes they stick around even after the video ad has finished, extending your brand's visibility.

Why Publishers and Advertisers Love Them

Companion ads solve several problems at once:

1. Better user experience: Instead of interrupting content multiple times, companion ads provide additional messaging without disruption

2. Extended engagement: They remain visible longer than video ads alone

3. Extra conversion paths: Viewers can click through even if they don't interact with the main ad

4. Reinforced messaging: The visual elements complement audio ads, creating stronger brand recall

For publishers specifically, companion ads create additional inventory without requiring more content or user attention. It's basically free real estate that can boost your monetization efforts.

According to industry research from IAB Tech Lab, campaigns using companion ads alongside video content see an average engagement increase of 15-25% compared to standalone video ads.

Common Companion Ad Formats

The flexibility of companion ads is part of what makes them so useful. Here are the main types you'll encounter:

Static Banners

The simplest form—just a standard display ad that appears alongside video content. These typically follow standard IAB display ad sizes like 300x250, 728x90, or 300x600.

Rich Media Companions

These include interactive elements like mini-games, expandable units, or product galleries. They're more engaging but require additional development resources.

Audio Companions

Particularly important for podcast and music streaming ads, these visual elements appear while audio ads play, giving listeners a visual reference and clickable destination.

Implementation Basics

If you're looking to add companion ads to your monetization strategy, here's what you need to know:

1. VAST Compatibility: Companion ads are specified in the Video Ad Serving Template (VAST) from IAB, currently on version 4.2

2. Size Considerations: Offer multiple sizes to maximize fill rates across different devices

3. Loading Sequence: Companion ads should load simultaneously with the main ad to maintain synchronization

Here's a simplified example of how companion ads are defined in VAST:

<Companion width="300" height="250">
  <StaticResource creativeType="image/jpeg">
    https://example.com/companion-ad.jpg
  </StaticResource>
  <CompanionClickThrough>
    https://example.com/landing-page
  </CompanionClickThrough>
</Companion>

Best Practices for Success

Getting the most from companion ads requires thoughtful implementation:

1. Keep messaging complementary: They should enhance, not duplicate the main ad

2. Maintain visual consistency: Use similar design elements to create a cohesive brand experience

3. Include clear CTAs: Make the next step obvious for interested viewers

4. Test different placement combinations: Find what works best for your specific audience

Matthew Johnson, Ad Operations Director at Bidscube, notes: "The most successful companion ads we've seen extend the storytelling of the video component rather than simply repeating the same message."

Common Mistakes to Avoid

Even simple ad formats can go wrong if implemented poorly:

• Overloading the page: Too many companion units create visual clutter

• Mismatched messaging: Ensure companions reinforce the same campaign as the main ad

• Mobile negligence: Forgetting to optimize companion sizes for smaller screens

• Slow loading: Companions should render quickly to maintain synchronization with video

What's Next: Advanced Companion Strategies

Once you've mastered the basics, consider these more advanced approaches:

• Sequential messaging: Change companion content as the video progresses

• Post-roll persistence: Keep companions visible after video completion

• Interactive companions: Add polls, product selectors, or other engagement elements

• Dynamic companions: Use programmatic to personalize companion content

Conclusion

Companion ads might not be the flashiest part of your monetization strategy, but they're definitely one of the most efficient. They extend engagement, reinforce messaging, and create additional revenue opportunities—all without asking for more user attention.

As you build out your ad stack, don't overlook these versatile formats. They're the perfect way to make your main ad investments work harder while creating a more cohesive experience for your audience.