Outstream video ads revolutionize digital advertising by allowing brands to reach users beyond traditional video platforms. Unlike instream ads, outstream ads play within text-based content, such as articles or social media feeds, increasing ad reach across diverse web environments. They offer a non-intrusive experience, autoplaying without sound unless interacted with, leading to higher engagement. Additionally, outstream ads are more cost-effective and adaptable across devices, making them a flexible solution for advertisers aiming to capture mobile and desktop users alike. This innovative format provides broader reach and better engagement metrics, making it a powerful tool in modern digital advertising strategies.
What is an Outstream Video?
Outstream video ads play outside of regular video content. Unlike instream ads, which run within video players (like pre-roll, mid-roll, or post-roll), outstream video ads appear in other digital spaces. These ads often appear between paragraphs of text on a website or social media feeds, making them more flexible. Ads automatically play when they come into view and pause when scrolled past, making them non-intrusive and ideal for reaching audiences beyond video platforms.
Outstream videos are independent of players to reach a wider audience, especially on websites with large text or image content. They’re versatile and can be placed in articles, blogs, sidebars, and even mobile apps, making them an excellent way for advertisers to increase engagement without relying solely on video-focused platforms.
Why Is Outstream Video important Today?
With users spending more time-consuming content across websites, blogs, and social media, outstream video ads have become essential for advertisers. Traditional video ads are limited to platforms with built-in video players, but with outstream video, advertisers can extend their reach far beyond these platforms. Advertisers need creative ways to capture attention across diverse content as more people switch to mobile browsing. Outstream videos answer that need by seamlessly integrating into non-video environments.
The rise of mobile usage and shorter attention spans also play a significant role in the growth of outstream video. Audiences today prefer non-intrusive, easy-to-consume content, and outstream video ads perfectly fit the bill. Additionally, programmatic advertising technologies have made it easier for advertisers to automate and target outstream video ads, ensuring they reach the right audience at the right time.
The Benefits of Outstream Video
Wider Reach
Outstream video ads can run across multiple types of content, from blogs to news articles and social feeds. This allows advertisers to reach a broader audience beyond video platforms. With their flexible placement, these ads can be inserted into various web environments where users already engage with content.
Higher Engagement
These ads only play when they come into view, which leads to higher visibility and engagement. Since users are more likely to pay attention to ads that naturally fit into their browsing experience, outstream videos can capture more attention than traditional banner ads or even instream video ads.
Cost-Effective
Outstream video ads cost less than instream ads. This is because they don’t rely on premium video content for placement. Advertisers can benefit from lower CPMs (cost per Mille impressions) while delivering high-quality video ads to their target audience.
Non-Intrusive
Unlike some forms of digital ads, outstream video ads are less disruptive. They play automatically without sound unless the user clicks to interact. This allows users to continue their browsing experience without feeling overwhelmed or annoyed by the ad.
Cross-Device Flexibility
Outstream video ads easily adapt and perform well on both desktop and mobile. This flexibility is essential for advertisers looking to capture mobile users, representing a growing percentage of online traffic. Outstream ads work seamlessly across devices and screen sizes, improving the user experience.
Better Viewability
Since these ads only play when they’re in view, the chances of them being seen by users are significantly higher than standard banner ads. Advertisers can track better metrics like viewability rates and user engagement, making it easier to measure the effectiveness of campaigns.
The Disadvantages of Outstream Video Ads
Risk of Low Engagement without Sound
Outstream video ads typically auto-play without sound, which can limit user engagement. Many users may scroll past the ad without clicking to activate the sound. As a result, the ad’s message may not be fully communicated unless the visuals alone can capture attention.
Potential for Ad Fatigue
Like any digital ad, if outstream videos are overused, they can cause ad fatigue. Constantly appearing in video ads in the middle of articles or social feeds may irritate users, leading them to ignore or scroll past the ads. Maintaining the right ad frequency is key to keeping users engaged without overwhelming them.
Limited Space for Storytelling
Since outstream video ads are often shorter (usually 15–30 seconds), they may limit how much information can be communicated. Advertisers have less time to tell a compelling story, which can be challenging for brands with more complex messaging.
Contextual Mismatch
There’s a possibility that an outstream video ad may not always align with the content it appears alongside. For instance, a video ad might appear in a news article about a serious topic, potentially leading to a mismatch in tone. Advertisers must carefully consider where their ads are placed to avoid negative brand associations.
Metrics and Measurement Complexity
While outstream video ads offer better viewability, measuring the true impact of these ads can sometimes take time and effort. Advertisers need to focus on metrics like completion rates, click-through rates (CTR), and engagement, but there may be some confusion when comparing these metrics to traditional video ads. Additionally, some users might start the video but abandon it before completing it, affecting the overall campaign results.
Interested in Learning More About Outstream Video Advertising?
Outstream video advertising is quickly becoming a game-changer in the digital ad space. If you want to expand your reach, boost engagement, and maximize your ad spend, exploring this ad format further is worth exploring. As with any advertising strategy, the key is to test and optimize your campaigns to see what works best for your target audience. You’ll also want to work with a programmatic platform to manage and optimize your outstream video campaigns easily.
Outstream video offers a unique opportunity to reach audiences where they spend most of their time—outside of traditional video environments. By understanding the benefits and potential drawbacks, advertisers can make more informed decisions and create compelling, engaging ad campaigns. If you want to learn more about how outstream video can boost your advertising strategy, now is the perfect time to dive in and explore its potential.
Outstream video is the perfect solution for advertisers looking to extend their video reach in a more engaging, cost-effective, and flexible way.