Video advertising is a powerful tool for advertisers; an engaging format that brings products to life and prompts valuable engagement from consumers. It’s also an exciting monetization opportunity for media owners—if they have the ability to run video ads, that is.
This has been a barrier for many media owners who want to reap the benefits of video advertising but don’t have any video content on their sites. The challenge is clear: original video is expensive to produce, making it cost-prohibitive for many media owners.
It’s a good thing that outstream video advertising grew by over 200% in 2016.
What is Outstream Video Advertising?
As the name would suggest, outstream video ads are placed outside of editorial video streams. This can take many forms, including in-content, interstitial and vertical video—tune in next week for more on these. For advertisers, outstream video ads can be used to reach consumers in environments that don’t offer native video content. For media owners, outstream video makes it possible to monetize non-video content such as articles and images with engaging video ads rather than producing costly original video to make space for a pre-roll or mid-roll ads. It’s a win-win for buyers and sellers who are looking for more ways to extract value.
As spending on video advertising increases and more and more advertisers adopt video as a key component of their strategies, the supply of video inventory has had trouble keeping up. Outstream video placements expand the availability of video inventory, creating more opportunities for advertisers and media owners. To cap it all off, outstream video ads carry a lesser risk of ad fraud since playback is initiated by scrolling down a page rather than clicking a play button—a human behavior that is much more difficult for clickbots to imitate.
Interested in exploring what’s possible with outstream advertising? Check out the SpotX In-Content Ad Unit and stay tuned for more insights in the coming weeks.