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February 16, 2017
Although In-stream is currently the dominant choice for video advertising, due to the benefits and advantages of Outstream video ads, this is changing. Instream’s popularity is largely due to the fact that it’s been around the longest. Outstream video is still a new concept that is slowly gaining steam. A lot of agencies and brands are just now learning about its advantages. The main component keeping Outstream from becoming the dominant platform is its lack of awareness.
In-stream relies on separate video material. It plays before, during, or after, or overlays upon the content. It uses pre-roll, mid-roll, and post-roll advertising. Outstream differs because it combines the video player and video advertisement into one, making it a stand-alone video ad. It doesn’t have to be paired with anything else, making it the sole content. This eliminates the dependence on pre-existing material. Outstream video ads are designed for seamless immersion within content.
When publishers are limited to using pre-roll, mid-roll, and post-roll, it limits their available inventory on videos that align with their desired content. Simply put, inventory cannot meet current demand. When this shortage occurs, one would either have to create their own video content or find content that is contextually relevant to their products. Both can turn into expensive projects. Outstream removes the issue of shortage of video inventory by allowing publishers to monetize other parts of their site, specifically in the middle of editorials.
Along with playing before relevant content, advertisers want their video advertisements to show up on relevant sites, within relevant articles, as well. Solely using In-stream would limit the advertiser and take away their flexibility to publish on certain desired sites. Outstream has completely eliminated relying on existing video content or having to create your own.
The availability of placements for advertisers to reach relevant viewers becomes nearly limitless. Because of the contextual nature of the placements, Outstream video ads are more easily matched to user behaviors, demographics, and other targeting factors. The ad tag can literally run in the middle of any page on any site.
Is Outstream an advertisement or content? Technically speaking, it’s both. Outstream ads are also known as “native” ads. This is due to their ability to interlink within material, blurring the lines between what is an ad and what is content. Since Outstream ads are standalone, they give the illusion of being content. Typically, on pages with Outstream video ads, there is no other video content to compete with and most have 100% share of voice within its placement.
In-stream ads require the viewer to watch the entire ad, or watch it for a certain period of time before a skip button appears. Outstream ads don’t force a user to watch the advertisements or block the users content. This is where the two tremendously differ. Outstream ads only appear after the viewer reaches a certain point on the page. The video ad expands, is revealed, and then begins to play. These video ads only play when they are 100% in view. If the viewer scrolls more than 50% away, the video pauses. If the user scrolls completely away, the video disappears. Because of this, the ads don’t prevent the viewer from accessing the content on the site they are there to see. They don’t force the viewer to wait until the ad has completed.
Since the viewer voluntarily chose to watch the ad in its entirety, buying on a cost-per-completed-view ensures the view that the ad received was a high quality one. Another benefit, these ads are not susceptible to fraud from bots. Advertisers can be assured their ads are being seen, in their entirety, by real people.
A majority of Outstream video advertisers have designed their ad units for 100% viewability. This means companies will only be billed when their videos have been viewed to completion (CPCV). There is no financial impact if the viewer scrolls away before watching the advertisement. This is a benefit for agencies that often have to guarantee a high viewability rate for a campaign. Some providers can guarantee 80 to 100 percent viewability, plus all those non-completed impressions are completely bonus!
In certain situations, the benefits of Outstream advertising far outweigh the benefits of In-stream. Outstream is standalone, eliminating issues with inventory and pre-existing content. Through Outstream, providers are able to maximize their targeting options and place their ads into contextually relevant content. Outstream ads don’t block the user’s content, or force them to watch the ads, which leads to higher quality views. Overall, Outstream advertisements will be more appealing to buyers that only have to pay for completed views.
Call to Action…
Giant Media is one of the foremost Outstream video advertising providers in the industry. Contact Giant Media to see how they can help you use Outstream video to improve your targeting, views, and advertising.