A Companion Banner is a display advertisement that appears alongside a video ad, typically on platforms such as YouTube or websites within the Google Display Network. It complements the video advertisement by providing a persistent visual element that remains visible while the video plays or after it has finished.
The purpose of a companion banner is to reinforce the advertising message and provide users with an additional opportunity to engage with the brand.
How Companion Banners Work
When a video ad is shown, a companion banner is displayed simultaneously in a designated placement area next to the video player, often on desktop devices. While the video may be skippable or temporary, the companion banner can remain visible for a longer period, increasing brand exposure.
Users can click the companion banner to visit the advertiser’s landing page, even if they skip the video ad itself.
Common Characteristics
- Appears next to or around a video player
- Supports video advertising campaigns, especially YouTube ads
- Remains visible during or after video playback
- Clickable and linked to a landing page
- Designed to reinforce branding and calls to action
Why Companion Banners Matter
- Extended Visibility
The banner stays visible even when users skip or stop watching the video. - Higher Engagement Opportunities
Users have an additional clickable element beyond the video itself. - Stronger Brand Reinforcement
Combining video and display formats improves message recall. - Improved Campaign Performance
Companion banners can increase overall interaction rates and support conversion-focused campaigns.
Companion Banners in Video Advertising
In video campaigns, especially on YouTube, companion banners are often automatically generated from video assets or uploaded separately by advertisers. They are commonly used alongside skippable in-stream ads to maintain a brand presence on the page.
Because users frequently multitask while watching video content, the companion banner serves as a constant reminder and an alternative interaction point.
Summary
A Companion Banner is a display ad that appears alongside a video advertisement to support and reinforce the main message. By remaining visible during or after video playback, it increases brand exposure and provides additional opportunities for user engagement and clicks, making it a valuable addition to video advertising campaigns.