Outstream video ads play in the absence of the traditional player, for example, within the middle of an article or even on social media feeds. Discover more about their varieties, their benefits, and ways to begin.
In 2023, most of the internet traffic could be portrayed by video, according to Cisco. The same way, online spending on video ads is forecast to hit US$37 billion in 2022 and US$43 billion in 2023.
In light of Google being adamant about using ads on outstream videos, an increase in advertising is anticipated.
What is an Outstream Video Ad?
Outstream video ads are ads that don’t required a video player to run on publisher inventory. They run directly on a publisher’s webpage without a video player. The word “outstream” is an etymological term for out-side streaming services or media.
Viewers could only see ads that contained videos. Like YouTube and other sites, you’ve witnessed in-stream video advertisements (pre-roll, mid-roll, and post-roll) at a large scale. Ad tech companies found it challenging to use videos on sites because of technological issues and user experience standards.
The main challenge was displaying video ads without increasing page load tome . There were also issues with making an ad unit that displays both videos and banner ads (as a backup if no bid for video ads is accepted).
However, with time and technology, we have overcome these challenges, and publishers can show ads with/Without video .
What are The Types of Outstream Video Ads?
Outstream videos can be found in three primary types of ads. A network partner can offer you personalized placement, including overlays, expand upon user clicks, and much more.
In-Page Ads: A custom video player appears on the webpage, showing only video ads.
In-Banner Ads: Display ad units can be customized to display video ads sized specific for the ad unit.
In-Text Ads: It is made to show after users scroll (> 50 %) throughout the test for the highest level of engagement.
Each one of these designs has distinct features and is effective when used in various contexts. We’ll take a closer look.
In-Feed Ads
It is displayed in a social media feed or on the homepage of a site’s page of articles. If you’re a social media user, you can see ads of this kind while browsing Instagram, Facebook, and others.
Interstitial Ads
An interstitial upstream ad is a typical video ad displayed between videos or before the user has reached their preferred video.
Native Video Ads
They blend into the contents of a site or feed from social media and then play synchronized. These ads fit seamlessly into the publisher’s content, making them appear as a natural part of the page. It’s an ad that is perfectly integrated with the content.
Fact, as per Performoo Native advertising, it will be $98.59 billion by 2023. Given its effectiveness and popularity, testing it using video format is undoubtedly worthwhile.
Banner Ads With Video
They are displayed as banners either on a site or within an app, and once you click them, they will grow to play videos.
In-Read Ads
Outstream ads are placed within the content of an article or webpage. They are automatically played when a user clicks on the position.
Auto-play Ads
As the title suggests, they continuously play this ad whenever you visit a web page or launch an application.
Click-to-Play Ads
Click-to-play ads function differently from autoplay ads. Users need to click on the ad to start the video.
Additionally, the kind of outstream video ads will depend on the advertiser’s purpose and the environment where the ad will appear.
Is Outstream Video Ads Right for Your Website?
The video outstream advertising market is currently booming. What is the best ad style that suits your needs?
In 2022 BuzzFeed , claimed that it had made 50% its profits via video ads, and its time number up to 75% over the next few years. Similarly, The Washington Post, Forbes, and CBS are exploring video ads.
Video ads are working well with these major media corporations. However, should you invest in this?
Sure, absolutely.
An argument for using outstream video ads was provided when Google introduced them as a separate service in 2018. This indicates that significant advertising companies like AdWords and others view outstream video advertising as a highly profitable business expected to grow over the coming months.
Publishers should consider experimenting with video ads, an excellent opportunity to get started.
What Are the Benefits of Outstream Ads for Publishers?
These are the significant advantages of using outstream video ads for publishers:
Video Ads without Video Content
Outstream video ads enable publishers without video content to display and earn revenue from video ads. Because video ads are supposed to become the next significant trend in advertising technology, every publisher plays around with this technology through outstream video advertisements.
No More Banner Blindness
The problem of banner blindness can cause users to avoid ads displayed on the page, thereby wasting the advertising company’s money and reducing the visibility score of the website’s publisher. When this happens, videos have been shown to decrease banner blindness and improve user interaction. Based on data from Banner flow, the in-video banner has increased CTR by 18.4%.
It’s Easy to Setup
The demand for video inventory increases and increasing numbers of ad agencies offer more simplevideo advertising options. For some servers and networks (including Google), video marketing is as easy as putting a code snippet.
Disadvantages of Outstream Video Ads
Outstream video advertising has its negatives as well.
Challenging to Monetize for Beginners
Outstream video is an innovative technology that big publishers employ. The result could have been more spectacular than you hoped if you were beginning.
Then, you’ll have to work extra hours to make your ads more efficient and handle different advertisement placements in video.
Can be Disruptive
If the video you advertise has been deemed intrusive, Chrome will filter it out. Coalition for Better Ads made the case that sound advertising is one of the most irritating types of available ads. Be sure to stay clear of it.
In the case of annoying ads, there’s no standard definition. Therefore, it is advised to adhere to the industry standard regardless of video advertisements.
Not ideal for Small Publishers
Advertisers who use video networks must meet minimal requirements for revenue and traffic to publishers for them to utilize video advertisements. For smaller publishers, it can be challenging to make the required cut. Even if they successfully control the inventory of video content and other aspects, an operations team will be needed for ads, increasing the price.
What’s the Right Time to Use Outstream Video Ads
Outsteam video ads are an excellent choice for those previously marketed using video players exclusively. When they go beyond the video player, they can draw many more prospects and sell when everything is executed correctly.
Situations where outstream video ads are especially effective:
Cost-Effectiveness
Outstream video advertisements could be an affordable alternative to traditional ads because they don’t need unique videos or pre-roll advertising slots. Therefore, if you’re hoping to cut costs and are looking for better ROI, using out-of-stream video ads would be beneficial.
Limited Video Inventory
Outstream video advertisements are an excellent option when the traditional inventory of video ads is less plentiful and available. This is often an issue for publishers and websites with no own videos or ad slots. Therefore, if the publisher you want to work with needs to be equipped with videos, and it is still your desire to market your brand through videos or other forms of media, then you should consider video advertisements.
High-Impact Moments
Outstream video ads may also be utilized to reach viewers during moments of high impact, for instance, when they’re actively engaged by consuming content from a website or feed on social media. It can increase the engagement of users and increase sales.
Brand Awareness
Yes, it’s right. Video ads that stream outstream can be an excellent choice for brand marketing campaigns because they can be used across a range of sites and in social media feeds where a broad public watches them.
How to Get Started?
In the first place, contact an advertising network for video. Find out if your current partner(s) provides outstream advertising services or not.
If You’re Using Pre-bid or Header Bidding
Prebid lets you show outstream video ads without making major changes. You’ll get bids from bidding on headers to display the outstream video ads. To get started , advertisers must have at least one adapter supporting a video media type. If that differs from your situation, contact us through the networks that can help you get the video header bidding requirement.
If You’re Using Google Ad Manager
Google Ad Manager easily integrates outstream videos, including Prebid and other network setups. Outstream video ads can be used in private and open auctions, as well as programmatic and preferred offers. You can choose from various formats like in-article, in-feed, rewarded, and interstitial ads, all suitable for both display and mobile.