As marketers continue to search for more and more innovative ways to increase ad revenue, and as a format, video continues to be the best possible solution available. It grabs the audience’s attention faster and better than any other type of content via social sites, mobile web, in-app, through desktop channels.
Right now mobile devices are the top means with which users get their video content. And, as you are no doubt aware, not all mobile video is created equal, which is exactly why you need to introduce certain factors to boost video and video ad performance.
Currently, there are two possible ways for publishers to cash in on their video advertising – instream and outstream. Before you decide what’s best for you, there are certain distinctions between the two that you need to be aware of.
There are two possible ways for publishers to cash in on their #videoadvertising: in-stream and outstream video ads. Before you decide what’s best for you, there are certain distinctions between the two that you need to be aware of. Click To Tweet
In-stream Video Ads
Instream is a system that’s familiar to most. It involves standard pre-roll, mid-roll, or post-roll ad placements within your favorite videos. While vulnerable to ad blockers, instream is still the most reliable system for placing video ads within a relevant video context, and of course the most frequently utilized. The simple reason for that is because they represent very effective because they actually manage to get into the mindset of consumer video content, providing, of course, you’ve done the appropriate targeting strategy.
Let’s shed some light on a few things. Here are the current most common in-stream ad formats:
- Companion ads
- Linear video ads
- Non-linear video ads
All these formats are incorporated to befit marketplace needs, and they allow for more efficient operations via a set of creative submission guidelines, more efficient creation of ads and players through minimum common creative guidelines, including click functionality and duration definitions, streamlined digital video ad buying across multiple sites through minimum common ad sizes for overlay and companion ads. And finally, these formats allow better consumer understanding of ad interactions and environments. Of course, we at BridTV support all these formats as you can see here.
There are a few downsides regarding instream that you should bear in mind. Instream can be somewhat limiting. For example, you may only run ads on channels with a video you can join, and it can be an issue if any of those channels are not where the target audience is active or if the videos are not popular. Also, you need to think constantly about the ad fitting your target audience, without being intrusive or upsetting in any way.
Outstream Video Ads
Outstream denotes video that appears in non-video environments, like social feeds, text-based editorial content, etc. Outstream video happens when the user scrolls, thus the content opens up and triggers the video (click here to see it in action). Outstream is a somewhat new addition to the world of video, but it has a tremendous advantage which is that your ads can appear anywhere and everywhere. In other words, there are no limits to placements within existing video content. It is also considerably easier to obtain relevant audiences based on surrounding content.
Outstream ads also pause when the user scrolls away and then kicks off again when they scroll back, so there’s less worry about whether or not users are watching your videos. It was recently, indicated that users watch outstream video up to 25% longer than instream. Of course, the only thing you ought to worry about is planning out your strategy so that it coincides with the user experience. And be aware that this type video is more vulnerable to publisher scams who claim to sell outstream video placements, but then end up dropping ads in the standard banner inventory.
Quick Tip: Unique BridTV Feature
We’d like to point onto the BridTV In-video outstream unit direction. It is a brand-new format to the market, which paves the road for new monetization options for publishers. It works simply – it checks if any video ad inventory is available and if not, your 300×250 banner tag on a timeout message will load, and the duration of that is publisher-controlled. This way you can significantly increase the fill rate for your video ad inventory. The cool part is that this runs across all devices, browsers and operating systems without any limitations.
What’s Best For You
In a nutshell, your decision will be made easily based on knowing who your audience is and, of course, maintaining a clear vision of your objectives, who your audience is and where they are actively engaged.
Want to know how can BridTV turbocharge your video ad business? Let’s talk.