A Complete Guide to Outstream Video Ads for Publishers

Outstream Video Ads
  • Post category:Video Advertising
  • Reading time:17 mins read

Video ad monetization is one of the most lucrative ways for publishers to generate revenue. With multiple video ad formats at their disposal, publishers face the challenge of finding out what works best for their website or app. For publishers with no video content of their own, outstream video ads are an effective alternative to instream.

What Are Outstream Video Ads?

Outsteam video ads are video ads that appear in non-video text-based environments such as blogs and articles. Since they are not embedded within the video content, they can have multiple placements on a website or app. Usually, outstream video ads start playing automatically when they come into view on the user’s screen, and they may include features like sound, play/pause controls, and close buttons. They are considered to be: 

  • Less Intrusive — Outstream video ads provide a seamless non-disruptive user experience since they usually don’t interrupt the main content, and in most cases, users can just scroll past them. In addition, they often appear with the sound muted. Users can also decide whether to watch the video ad or not with the play/pause/close options. 
  • Flexible — Oustream video ads are more flexible when it comes to placement. Publishers can choose the most suitable spots, for instance, alongside relevant articles, or in areas with high user engagement.
  • Profitable — Oustream ad units give an alternative ad inventory to publishers who can’t afford to source video or don’t have a video library of their own.
  • More Viewable — Outsream video ads perform overwhelmingly well in terms of ad viewability, most likely due to their flexibility (positioning). Especially sticky ad units, such as the floating video player that follows the users while they browse through the content of the web page. 

However, outstream video ads also have the following shortcomings:

  • Lower CPM — Instream ads generally outperform outstream in terms of CPM. This is due to the user’s intent — contextual relevance, as the user is already watching video content. For this reason, advertisers invest more into instream ads which equals more potential profit for publishers.
  • No Auto Sound — While more user-friendly with no auto sound, outstream ads can hinder advertising effectiveness, as many may rely on the sound to grab the user’s attention. 

Monetize with outstream ad units for maximum ad viewability.

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Most Common Outstream Video Ad Formats

The three most frequently used oustream ad formats are in-slide, in-banner, and in-text. They differ based on their positioning and characteristics. 

  • In-Slide — In-slide video ads appear in one of the corners of the web page and follow the user as they slide through the content. They are the most common outstream video ad formats. These ads play automatically, and users can turn them off at any time. 
  • In-Banner In-banner video ads are usually placed in the display banner positions. These video ads are tailored to fit the sizes of available ad units for banner display ads. 
  • In-Content — These ads appear as the user scrolls down through the text. A general practice is for them to appear halfway, around 50% into the text, to ensure the highest user engagement. 
Outstream Video Ad Formats
Outstream Video Ad Formats

Instream vs. Outstream Video Ads

While both present a great source of potential revenue, they are suited for different types of publishers. If a publisher already has a rich video library or wants to launch an AVOD service, they should opt for instream video ads since they already have content they can monetize. Instream ads offer higher CPMs, have higher completion rates, are 0TT and CTV compatible, and have playback with sound, which can be essential for many advertising campaigns. 

On the other hand, if a publisher doesn’t have video content or wants to create a less disruptive user experience, outstream video ads are a more suitable option. They are more flexible, less intrusive, and offer the publisher an easier time with audience targeting. However, the best practice for publishers is to use and balance both video ad formats. 

When to Use Outstream Ads

Outstream video ads serve as an alternative or addition to instream video ads. To be more specific oustream video ads are most applicable when:

  • Publishers don’t have their own video content — with outstream video ads, you don’t need to have your own video content.  
  • Publishers want to create a user-friendly environment — they easily blend with your website and can be placed in a manner that isn’t disruptive to the user.
  • Publishers want to expand their ad inventory — oustream video ads offer additional ad inventory to publishers, resulting in more serving opportunities. 

Outstream Video Ads Best Practices for Publishers

We have compiled some tips to help publishers optimize their outstream video ads and improve their performance. 

Don’t Overdo Them

Excessive ad placement — overcrowding of your website with outstream ads can drive users away. While serving more ads potentially leads to higher revenue, overpopulating your website will have a countereffect on your audience. Publishers need to strike a balance between monetization and providing a positive user experience. 

Use a Quality Outstream Video Player

By leveraging a powerful low-latency video player, publishers minimize the time between page loading and ad impressions. As a result, publishers can improve user engagement, get higher viewability rates, and increase ad revenue.

Use Sticky Ad Units 

Users often scroll past videos without engaging with them. However, sticky ad units are constantly on the user’s screen and follow them as they browse through a web page. So, it’s not surprising that sticky ad units usually have higher viewability rates. 

Boost video and ad viewability with a floating HTML5 player.

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Loop Your Outstream Ads

Serving several consecutive ads in a loop is a great way to ensure you serve as many ads as possible. The player continues making ad calls even after the first ad ends. TargetVideo’s floating in-slide player offers this feature. The outstream player will reload with new ad calls and keep serving ads until the user closes the player.   

TargetVideo’s Flexible Outstream Units for Publishers 

TargetVideo’s customizable In-Content Ad Unit allows publishers to place video ads anywhere they see fit on their website, including in-text and designated banner areas (where banner display ads and video ads are supposed to be placed). The entire setup process goes smoothly as TargetVideo provides publishers with a code they can input in the area they want the video ad unit to appear. The code calls on the TargetVideo’s powerful video player, which calls on available video ads from the ad server. This makes the entire transaction relatively simple for publishers. 

In addition, TargetVideo offers an In-Slide Ad Unit that allows publishers to make their video ads appear in any of the corners of the web page and follows the users while they scroll down through the page without obstructing on-page content. 

So, if you’re looking for a way to put video ads on your website and earn as much profit as possible, join our Video Revenue & Engagement Platform.

Boost ad viewability with a sticky, non-intrusive ad unit.

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FAQ

1. What is an outstream video ad?

2. What is the difference between instream and outstream video ads?

3. What are the benefits of outstream video ads?