There’s lots of talk about the high CPM’s of outstream video advertising otherwise known as native video advertising. In this #asksovrn, Kevin Gentry our in-house video expert, compares in-stream and outstream video ads, how outstream respects the user experience and why outstream video is currently the fastest growing type of video advertising.
Though in-stream and outstream may sound similar, they are very different. In-stream ads are video ads that run before, during or after video content delivered via a video player. Outstream ads are video ads that run outside of video content, but within written content.
The reason outstream video is exploding in popularity is multifold.
One, it doesn’t require publishers to have their own video inventory. Many video advertising types, such as in-stream video, require publishers to create their own video content or use syndicated video content. Outstream solves this problem by providing the video advertising directly to publishers.
Two, Outstream delivers high CPMs. And with increasing demand for outstream, CPMs will only get higher.
Three, it gives publishers more bang for their buck. Instead of placing five display ads in the sidebar, you may make just as much from one outstream ad. And because outstream video ads only play when the user engages, you make more money without disturbing your readers’ experience.
That being said, outstream does have a few drawbacks. Outstream video on mobile can detract from the user experience, as many players take over the whole screen. But new players such as Sovrn’s are avoiding this delivery method, by showing the ad natively.
Secondly, outstream can negatively affect your page load time. This is dependant upon how many tags you have on the page, so avoid page clutter and use higher yielding advertising units to reduce the amount of tags on the page.
Outstream is a technology that benefits all parties in the advertising ecosphere: the readers, advertisers and publishers – and you don’t have to have your own video content to obtain video advertising revenue.