Beyond Play Button: Outstream Video Advertising Under Spotlight

Digital video ads have become an essential marketing tool, and most companies use them to engage the audience across various channels. But here’s the question: What can set you apart from competitors if all brands utilize the same format? The answer may include outstream video advertising.

In this article, we’ll guide you through the unknown realms of the outstream video format. We’ll explain its features and benefits and compare it with other video ad formats, such as instream and in-banner ads. Also, you’ll discover what the real-life outstream video ads example looks like.

What Is Oustream Video Advertising?

Everyone is familiar with instream ads: you can see them when watching videos on YouTube, right there, in a video player. They are usually placed before, in the middle, or after the main content.

On the other hand, outstream ads aren’t attached to the video content. You often see them on websites (for example, between the paragraphs in the article) or the social media feed. Typically, they start playing automatically once you scroll to them and stop playing when you scroll away.

Instream ads are often considered too intrusive. After all, you can’t skip them; they interrupt you watching the content. In the case of outstream video advertising, it’s the reverse. You can just scroll past them, so they don’t usually mess with the user experience. As a result, outstream ads irritate the audience less often, so they can drive more engagement.

We’ll talk more about the benefits of outstream video advertising a bit later, and now, let’s explore its types in detail.

Most Common Types of Outstream Video Ads

One of the benefits of outstream video ads is the variety of their forms. Among them, here are the most popular:

In-Page Video Ads

These ads are placed on the webpage, often between paragraphs, images, etc. They usually start playing once visitors scroll to them and see 50% or more of the ad. They don’t prevent customers from reading or viewing the page's main content.

This type of ad has several subcategories, particularly in-article and in-feed. The first refers to ads inside the text content, and the second to social media feeds.

In-page video ads are considered an engaging format with high viewability. So, they can be an effective tool for marketers aspiring to increase brand awareness or reach other goals. In-page ads on news websites, content-first resources, or popular blogs can bring outstanding results.

In-Banner Video Ads

These advertising videos are placed in display ad units of various sizes. They can start playing automatically or wait for the customer’s action.

On one hand, since they are located in predictable places (like the top of the page), they are pretty easy to notice. On the other hand, for the same reason, customers develop so-called banner blindness and ignore ads, deliberately or subconsciously.

The massive benefit of this type is its compatibility with most ad servers and other platforms. Plus, implementing in-banner video ads is smooth and straightforward due to the well-developed display ad infrastructure.

Interstitial Video Ads

This type is most often used in mobile apps, such as games. These ads are full-screen and predominantly short (for instance, 5–10 seconds). They can grab the user’s attention in full, but also irritate if they last too long. So, it makes sense to limit frequency to avoid negative consequences.

What's more, there are other types of outstream video advertising. For example, native video ads are integrated into the content to look like a part of it (although usually marked as “sponsored”). “Sticky” video ads are placed in a fixed place on the page and remain there even when a visitor scrolls up or down. And expandable ads start small but expand when users hover over or click on them.

It's apparent that the world of outstream video advertising is exceptionally diverse. Advertisers can choose among these types of ads to find those that best suit their goals. So, without further ado, let’s explore some examples to illustrate this point!

Outstream Video Ads Examples

Outstream video ads are incredibly popular; you see dozens daily. However, you probably don’t know how efficient these campaigns can be. Here are several examples that will broaden your perspective.

Revolocity Creative

This outstream video ads example is one of the earliest and the most successful. In 2015, Revolocity Creative launched an outstream campaign. The goal was to promote the lawn-care brand Scotts during the Women's World Cup.

Revolocity bought 900,000 impressions on 200 websites but got an extra 290,000 views because 8% of the audience shared the video ad on Facebook. One of the reasons the campaign was such a success was its non-intrusiveness: the customers weren’t forced to see the ad; they had to stop scrolling and watch it if they were interested.

HOT

The second outstream video ads example is the Israeli company HOT, which provides internet, phone, and TV services. It decided to expand its channel portfolio to introduce the new offering to the audience, particularly to move beyond YouTube.

It chose non-intrusive outstream video ads integrated into customers’ feeds. They started playing without the sound and only when 100% visible.

Combined with advanced targeting, this type of ad turned out to be more efficient than advertising on YouTube. For instance, CPCV (cost per completed view) was 66% lower.

Uber

Last year, Australian Uber Eats users noticed a new ad format called post-check-out video ads. This option allows advertisers to reach customers after ordering while they wait for the status update. During this time, the user may be attentive to brands’ messages.

Uber Eats offered this ad format to Australian companies, and Domino’s Pizza and local streaming service Stan were among the first to try. In the USA, early tests showed that post-check-out video ads outperformed industry viewability benchmarks by 37%.

Obviously, outstream video advertising is something worth exploring in detail. Next, we’ll compare it with instream advertising and conclude when using each is advantageous.

Instream vs Outstream Video Format

By now, you’ve already learned the basics. You know what is outstream video advertising and how it looks in real life. But what are the main differences between outstream and instream ads? How to understand what’s more beneficial for you?

1. Dependency on the content. While the instream video ad can only be integrated into the existing video content, the outstream video ad can appear on any website. It makes the latter more universal and available for more publishers.
2. Intrusiveness. Instream ads are typically perceived as intrusive because viewers can’t skip them. Outstream video advertising allows users to scroll past the ad they don’t want to see. Moreover, outsteam ads are usually muted, while instream ads are often sound-on.
3. Control. With instream video ads, viewers don’t have much control (and it’s bothering). The ad interrupts the main content, and you must bear with it. In the case of the outstream ad, a user can scroll down, mute, or unmute it, etc. It makes customers feel like advertising isn’t just something that happens to them, but something they can interact with.
4. Viewability. Instream ads are highly viewable. With outstream video ads, viewability depends on the ad placement and type.
5. Limitations. Instream ad format has more strict requirements than outstream. The inventory is limited and not very flexible; hence, instream ads are often more expensive.
6. Performance metrics. On the one hand, instream ads usually show higher completion rates. On the other hand, outstream video ads deliver better outcomes in terms of engagement and conversions.

It's clear that both formats have strong sides. That’s why experts often recommend instream ads to advertisers wanting to use existing video content or aiming for higher completion rates. Likewise, outstream video advertising can benefit brands prioritizing widening their reach and publishers not providing video content.

Outstream vs In-Banner Video Ads

As we've already established, in-banner ads are a subtype of outstream ads. Still, they have some distinctive features compared to other outstream formats. Let’s find out more about them.

First, since in-banner ads utilize existing display ad spaces, they are easy to implement but may lack flexibility. While other types of outstream video ads often can adapt to the webpage’s layout, in-banner ads are tied up by the standard banner sizes.

Second, in-banner ads often have lower viewability than other outstream video ads. The latter are usually placed inside the content, so visitors notice them. With in-banner ads, viewability strongly depends on the location.

Finally, in-banner ads may be more intrusive than other outstream types. However, advertisers can prevent this problem, for example, by muting the sound by default.

So, there are no winners in the competition outstream vs in-banner video ads. Each format serves its purpose and can be part of the same advertising campaign. For instance, the advertiser can place in-banner ads on websites with traditional ad inventory and choose another outstream video format for social media platforms.

Main Benefits of Outstream Video Ads

The advantages of outstream video ads for advertisers are apparent. They help reach wider target audiences, buy ad inventory on various websites, and launch comprehensive campaigns. What about the publishers? Outstream video advertising is beneficial for them, too, and here’s why.

• More opportunities to monetize the existing content for non-video websites. Publishers can offer new ad spaces (for example, within articles) and ensure extra revenue streams. Also, sellers can monetize mobile traffic since the outstream format is mobile-friendly.
• Better user experience due to the non-intrusiveness of outstream video ads and, as a result, higher performance metrics, which attract advertisers.
• Guaranteed brand safety. Publishers gain more control when using outstream ads.
• Reduced banner blindness. If ads are placed inside the article, this nasty phenomenon won’t affect the outcomes.

Numerous benefits of outstream video ads make this format attractive to advertisers. Hence, publishers can earn more if they are willing to offer buyers what they want.

When to Use Outstream Video Ads

Sure, outstream video advertising isn’t a master key. It can’t be an answer to all your problems. Nevertheless, there are circumstances when it’s advantageous. Here are some of them:

• Expanding your campaign beyond instream video ads.
• Experimenting with new ad formats, markets, and target audiences. Outstream video advertising presents numerous opportunities to try new things without overspending.
• Saving the budget. Outstream video ads may be a good option if your spending limit isn't high. They cost less than traditional instream ads and often require less effort to produce and integrate.
• Implementing a mobile-first strategy. Outstream video ads are made for scrolling, so there’s a fair chance of increasing mobile user engagement.
• Running a brand awareness campaign. You can engage a large audience by placing ads on content-rich websites and social media platforms.
• Using native advertising. Outstream video ads are easier to integrate into the content seamlessly.

As you can see, there are many reasons to try outstream ads; this list may help you identify yours.

Tips on Using Outstream Video Advertising

To get the most out of this ad format, advertisers may want to try:

• Keeping outstream video ads short. Longer (over 15–30 seconds) ads are less engaging.
• Optimizing ads for viewing it in silent mode. Many customers don’t turn the sound on, so your message should be clear even when mute. Also, it’s essential to add a clear CTA (call-to-action).
• Providing mobile compatibility and high loading speed.

As for publishers, to get the best results, they should offer optimal placements, ensuring both viewability and quality user experience.

Epom Outstream Video Ad Format

Now that you know all the basics about outstream video advertising, you can make an informed decision. This decision must also include choosing the right platform that allows you to enjoy all the benefits of the outstream video format.

Epom Ad Server is one of the most potent options in the market. It helps publishers transform banner placements into video ads and offers outstream templates to create ad placements beyond the standard ones. The templates include:

• Native-looking in-feed outstream video ad.
• Dynamic outstream video slider (muted by default, in the fixed location on the screen).
• Outstream video overlay (a clickable ad covering a chosen page element).

Another great thing about Epom Ad Server is the 14-day period to test the platform for free. You can try all its features and decide if they satisfy all your needs.

FAQ

• What is outstream video advertising?

  Outstream ads aren’t attached to the video content. You often see them on websites (for example, between the paragraphs in the article) or the social media feed. Typically, they start playing automatically once you scroll to them and stop playing when you scroll away.

• What are the most common types of outstream video ads?

  The most popular are in-page (placed on the webpage, often between paragraphs, images, etc.), in-banner (placed in display ad units), and interstitial video ads (most often used in mobile apps, full-screen and predominantly short).

• What is the outstream video ads example?

  Revolocity Creative launched an outstream campaign to promote the lawn-care brand Scotts during the Women's World Cup. It bought 900,000 impressions on 200 websites but got an extra 290,000 views because 8% of the audience shared the video ad on Facebook. One of the reasons the campaign was such a success was its non-intrusiveness: the customers weren’t forced to see the ad; they had to stop scrolling and watch it if they were interested.

• What are the main benefits of outstream video ads?

  First, more opportunities to monetize the existing content for non-video websites. Second, better user experience due to the non-intrusiveness of outstream video ads and, as a result, higher performance metrics. Third, brand safety is guaranteed (publishers gain more control when using outstream ads). Fourth, reduced banner blindness.

• When to use outstream video ads?

  Advertisers can use this ad format to expand their campaign beyond instream video ads, experiment with new ad formats, markets, and target audiences, or save the budget.