Outstream Video Ads Decoded: Strategies for Publishers

by | Mar 30, 2024 | 0 comments

outsream-video-ads

According to Statista, video ad spending is projected to reach US$191.3 billion in 2024, marking one of the fastest-growing segments in the ad market. This growth highlights the importance of video advertising in the digital landscape.

Amidst this trend, outstream video ads have emerged as a compelling option for publishers seeking innovative ways to monetize their content effectively. These ads offer publishers an opportunity to capitalize on their existing content without relying solely on traditional in-stream video placements.

Outstream video ads have garnered attention from marketers, who have hailed them as “the future of digital marketing” and “a game-changer in brand promotion.” While it may be premature to fully endorse these claims, it’s essential to shed light on this increasingly popular format of video ads.

In this blog post, we’ll delve into what outstream video ads are, how they work, and why they’re becoming an essential component of any publisher’s monetization strategy.

What Is An Outstream Video Ad?

Instead of being placed within video content, where ads pop-up pre-roll, mid-roll, or post-roll, outstream video ads pop up in non-video places like articles or social media feeds. Imagine reading an article or scrolling through your Facebook feed and suddenly seeing a video ad seamlessly integrated into the content you’re viewing – that’s an outstream video ad.

Sticky_Video

Because they blend in with the content around them, outstream ads can catch your attention without being intrusive. They’re a great option for publishers who don’t have their own video content or want to mix up how they earn money from ads.

Outstream video ads are all about grabbing your interest when you’re least expecting it, which can lead to more engagement and interaction compared to traditional video ads. For advertisers, this means they can get their message across in a more natural and engaging way, helping to boost brand awareness and interest among viewers.

In simple terms, outstream video ads are a fresh approach to online advertising, offering publishers and advertisers a clever way to share videos with specific audiences across different online platforms, even when they’re not watching a video directly.

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What Are The Types Of Outstream Video Ads?

Outstream Video Ads can be categorized into three main groups:

In-pageIn-bannerIn-text
When videos are put right on a webpage, allowing users to view the ad without navigating away from the site.When regular display ads are changed to show video ads, ensuring they fit seamlessly within the designated ad space.Video ads that are designed to appear within written content, such as articles or blog posts, after a user has scrolled through a significant portion of the text.
types-of-outsream-video

These ad formats have their own set of distinctive traits, offering versatility and effectiveness across various contexts.

Instream vs Outstream Video Ads: What’s the Difference?

Instream and outstream video ads represent two distinct approaches to reaching audiences. While instream ads are integrated within video content, outstream ads are placed outside of video contexts. Understanding the differences between these two formats is essential for optimizing advertising strategies and maximizing engagement. Let’s delve into the specifics of each to see how they stack up against each other.

AspectInstream Video AdsOutstream Video Ads
PlacementWithin video content (pre-roll, mid-roll, post-roll)Outside of video content (in articles, social feeds)
Audience EngagementMay interrupt viewing experience, leading to higher skip ratesSeamlessly integrated into content, leading to higher engagement
Availability of InventoryRequires video content for placementSuitable for publishers without video content
Ad Viewing ExperienceViewed before, during, or after video contentViewed while consuming non-video content
Format OptionsLimited to video content formats (e.g., video player)Various formats available (e.g., in-feed, in-article)
instream-video-vs-outstream-video

What Are The Advantages of Outstream Ads for Publishers?

Improved user experience

In a digital landscape where intrusive pop-up ads disrupt web experiences, Outstream video ads offer a refreshing change. Users can simply scroll past them, avoiding interruptions. This less intrusive approach stands out, especially considering users’ preference for smoother browsing experiences. According to a HubSpot survey, users favor less disruptive ads. Outstream video ads align with this preference, seamlessly integrating into content while delivering impactful messages from advertisers.

Increased revenue opportunities

Outstream video ads offer publishers a chance to monetize their non-video content more effectively. Since these ads can be placed outside of traditional video content, publishers can reach a broader audience and attract advertisers who may not typically invest in video advertising.

Expanded ad inventory

Outstream ads expand a publisher’s ad inventory by allowing them to monetize non-video content. This means publishers can sell ad space within articles, social feeds, or other digital media formats, increasing their overall advertising inventory and revenue potential.

Flexible ad placements

They offer flexibility in ad placements, allowing publishers to place ads strategically within their content. Whether it’s in-feed, in-article, or in-page placements, publishers have the freedom to choose the most effective placement for their audience and content layout. This flexibility enables publishers to optimize ad performance and maximize revenue.

What Are The Disadvantages of Outstream Ads for Publishers?

Limited inventory control

Publishers may have less control over the placement and frequency of Outstream video ads compared to traditional display ads. Since these ads are embedded within content, publishers may find it challenging to balance user experience with revenue generation.

Advertiser conflict

Outstream video ads may compete with other advertising formats on the same page, leading to potential conflicts among advertisers. Publishers must carefully manage ad placements to avoid cannibalizing revenue from other ad formats or overwhelming users with excessive ads.

Depend on content quality

The success of Outstream video ads relies heavily on the quality and relevance of the surrounding content. If the content is not engaging or relevant to the target audience, users may be less likely to interact with the ads, resulting in lower ad performance and revenue for publishers.

How To Get Started With Outstream Video Ads?

To begin with outstream video ads, publishers should first select a suitable format based on their content layout and audience preferences. Common outstream ad formats include in-article and in-feed ads. 

Then, properly implement ad tags or SDKs to serve ads seamlessly on your website or app, ensuring compatibility across devices. Another thing is to monitor performance closely, using data analytics to optimize campaigns for maximum revenue and user engagement.

However, the key to success is picking a good SSP (Supply Side Platform) that matches your goals. Look for a partner with reputation, transparency, and available features.

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Enter Geniee – an esteemed partner in the realm of digital publishing. With cutting-edge programmatic advertising technology, Geniee has empowered countless publishers to maximize their ad revenue potential. Discover how Geniee can elevate your advertising game and unlock new heights of success for your website or app.

FAQs

1. What is an outstream video ad in simple words?

An outstream video ad is a type of online advertisement that appears outside of traditional video content, such as within articles or social media feeds. It allows users to view video ads without needing to watch a video directly.

2. What is the difference between instream and outstream video ads?

The main difference between instream and outstream video ads lies in their placement and user experience. Instream ads are integrated within video content and appear before, during, or after a video, while outstream ads are placed outside of video content and can appear within articles or social media feeds.

3. Are Outstream Video Ads skippable?

Yes, outstream ads can be skippable depending on how they are implemented. Some outstream video ad formats may include a skip button that allows users to skip the ad after a certain period of time, while others may not offer this option. It ultimately depends on the specific implementation by the advertiser or publisher.

4. Are Outstream Video Ads with sound on?  

Yes, outstream ads can include sound. However, whether the sound is enabled by default or requires user interaction (such as clicking on the ad) depends on how the ad is configured by the advertiser or publisher. Some outstream video ads may autoplay with sound, while others may require users to activate the sound manually.

5. What metrics should publishers track when evaluating Outstream Video Ads performance?

When evaluating outstream ad performance, publishers should track metrics such as ad viewability, completion rates, click-through rates, engagement metrics (such as time spent interacting with the ad), and revenue generated. These metrics provide insights into how well the ads are performing and help publishers optimize their ad placements and strategies for maximum effectiveness.

6. Are Outstream Video Ads compatible with mobile devices?

Yes, outstream video ads are compatible with mobile devices. In fact, they are particularly well-suited for mobile environments, where users spend a significant amount of time consuming content on their smartphones and tablets. Outstream ads can be seamlessly integrated into mobile websites and apps, providing advertisers with opportunities to reach mobile audiences effectively.

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