As spend on digital video advertising continues to increase, media owners are seeking out new ways to capitalize on it. This is just one of the factors contributing to the growth of outstream video, a flexible format that makes it possible to place video ads outside of digital video streams. Outstream video is not a one-size-fits-all solution, so this week, we’ll break down a few of the most common ad formats and lay out the benefits of each for media owners and advertisers.
An interstitial video ad displays as an overlay, covering the editorial content on a page. These typically appear at natural transition points within the content, such as when a user enters a site or navigates to a new page. The benefit to media owners is that interstitial ads can be run against many different types of content, including digital games, audio players, quizzes, image galleries, etc. In addition, interstitial ads can be used across devices; for instance, SpotX offers interstitial ad units designed for desktops, smartphones and tablets. For advertisers, interstitial ads are valuable because they command 100% share of voice and are highly viewable—they appear in the middle of the user interface and cover any competing messages.
An in-content video ad (also referred to as an in-feed video ad) is a video that is placed within editorial content on desktops, smartphones and tablets, often appearing between paragraphs. Like other outstream units, in-content ads are beneficial to media owners because they make it possible to monetize non-video editorial content with video ads. Additionally, in-content ads are minimally disruptive, promoting a positive user experience which helps media owners retain their visitors while still capturing attention. For example, the SpotX In-Content Ad Unit is viewable by design, set to start playing when it becomes visible and pause if the user scrolls past it. This positive user experience also benefits advertisers, who can use the in-content format to place contextually relevant ads that add additional value for consumers.
Vertical Video Ads
Vertical video ads are created specifically for smartphones. Designed to play in portrait orientation, they pop up and fill the screen on a smartphone that’s being held upright. Media owners and advertisers alike benefit from this, as vertical videos display full-screen without requiring any action on the part of the user (like flipping the phone). However, vertical video ads require specially-designed creative to ensure that all the imagery stays within the confines of a vertical screen, so it’s more difficult to repurpose the raw video across devices.
Each of these outstream ad units presents a unique opportunity, and we’ll continue to monitor the innovation as it comes. Check back next week with more about what’s driving the growth of outstream video.
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