Outstream video ads are a popular and effective form of video advertising that offer a unique approach compared to traditional in-stream ads. They provide advertisers with a new way to reach audiences and engage them with video content outside of regular video players. Here’s a comprehensive guide to understanding outstream video ads, including how they work, their benefits, and best practices.
What Are Outstream Video Ads?
Outstream video ads are video advertisements that appear outside of standard video content. Unlike in-stream ads, which play before, during, or after a video, outstream ads appear within non-video content, such as articles, social media feeds, or mobile apps. These ads auto-play as they come into view on a user’s screen, and they often pause when they are no longer visible.
For example, if you’re reading an article online, an outstream video ad might appear in the middle of the text or between paragraphs. As you scroll down, the video automatically starts playing. If you scroll past it, the video stops playing.
How Do They Work?
Outstream video ads aim to capture the user’s attention while remaining unobtrusive. Here’s how they generally work:
- Placement: Outstream ads are placed within text content, such as articles or blog posts, or within social media feeds and mobile apps. They can appear in various formats, such as in-article, in-feed, or as expandable ads.
- Auto-Play: The video content starts playing automatically when it comes into view on the user’s screen. The video usually pauses when it moves out of view, resuming playback when it reappears.
- User Interaction: Users can interact with the video ad by clicking on it to view more content, visit a website, or engage with other interactive elements.
- Ad Metrics: Performance metrics include viewability, engagement rates, and completion rates. Since these ads are within other content, advertisers typically measure them based on how often and how long users view them.
Benefits of Outstream Video Ads
Outstream video ads offer several advantages for advertisers and publishers. Here’s why they are becoming increasingly popular:
- Increased Visibility: These ads appear within content that users are already engaged with, increasing their chances of being seen. This placement can lead to higher viewability compared to traditional in-stream ads.
- Enhanced Engagement: Because outstream ads auto-play as they come into view, they can capture users’ attention more effectively. This often results in higher engagement rates and better recall.
- Non-Intrusive: Outstream ads blend with the content on the page, making them less intrusive compared to pre-roll or mid-roll ads. This approach can enhance the user experience by not interrupting video content.
- Flexible Placement: Outstream video ads can be placed in various formats and locations, such as in-article or in-feed. This flexibility allows advertisers to target users across different types of content and platforms.
- Cost-Effective: Because outstream ads are often priced on a cost-per-view (CPV) or cost-per-thousand-impressions (CPM) basis, they can offer a more cost-effective solution compared to other ad formats.
A Glance At The Types
Outstream video ads come in several formats, each suited to different advertising goals and platforms:
- In-Article Ads: These ads appear within the text of an article or blog post. They are designed to blend with the content, starting to play as users scroll through the page.
- In-Feed Ads: In-feed ads appear within social media feeds or content feeds on websites. They integrate with the surrounding content and auto-play as users scroll through their feed.
- Interstitial Ads: These ads appear between content pages or sections, such as between articles or during app transitions. They can be full-screen or semi-embedded, providing a prominent advertising opportunity.
- Expandable Ads: Expandable outstream ads start as a small, less obtrusive unit but expand to a larger size when interacted with or when scrolled into view. This format can offer more engaging and interactive experiences.
Best Practices for Outstream Video Ads
To maximize the effectiveness of these ads, consider the following best practices:
- Keep It Short and Engaging: Create concise and engaging video content that captures users’ attention quickly. Shorter videos (15-30 seconds) are often more effective for outstream ads.
- Ensure Quality: High-quality visuals and audio are crucial for maintaining user engagement. Make sure the video content is professional and visually appealing.
- Optimize for Mobile: Many users view these video ads on mobile devices. Therefore, ensure the optimization of your ads for mobile screens and provide a seamless viewing experience.
- Test Different Formats: Experiment with different outstream ad formats and placements to see what works best for your target audience and goals. A/B testing can help identify the most effective strategies.
- Monitor Performance: Regularly review performance metrics, such as viewability, engagement rates, and completion rates, to assess the effectiveness of your outstream video ads and make necessary adjustments.
Conclusion
Outstream video ads offer a versatile and engaging way to reach audiences beyond traditional video content. By integrating with the content users are already consuming, these ads provide a less intrusive and more effective advertising experience. With their flexibility, increased visibility, and cost-effectiveness, outstream video ads are a valuable addition to any digital advertising strategy. Following best practices can help ensure that your outstream video ads achieve their full potential and deliver impressive results.
