The video advertising budget is going to grow to around $15 billion by 2020. This brings in need for publisher and creative agencies to come up with new video ad formats. The most famous of the latest ad formats is outstream video ads. Some people do call it as Native/ in read video ad unit. It is available on desktop and mobile as well. It is available on desktop in two ad sizes (640x480 or 640x360 &300x250) and on mobile (mweb& app) its available in ad size 300x250. The format has been widely accepted by all leading publishers and advertsiers. It is highly viewable ad units and marketers are getting higher ROI on it. These ad units are embedded in article.This means if you’re reading an article on, any site, you will see an auto-play video. If you scroll down, the video will stop and leave your field of vision. If you want to listen, there’s a button to unmute it or sometimes if you scroll above the video then it gets unmuted itself.
As we know that the reach and connectivity of digital video advertising provides marketers with improved scope for engagement. Also consumers are cutting their ties to traditional media and turning to digital video for discovery, entertainment and brand awareness. BI Intelligence reports that in 2016, digital video will reach nearly $5 billion in ad revenue due to developing delivery channels, amplified engagement and the highest average click-through rate (1.84 percent) of any digital format.
The video advertising budget is going to grow to around $15 billion by 2020. But at the same time publishers do not have that much video inventory to cater the need of advertsiers as a result of which they have launched outstream video ads. It gets open in front of users which they are reading an article. Its now users choice if they want to veiw this ad or not. But if the video ad ha been targeted with the audience targeting then there is high probability that the user is going to view and enagage. For example if Adidas shows a ad of its newly launched sports shoe to someone who is a sports lover then there is high probability that user is going to view it for sure. Many advsertisers are considering it to be far more superior than traditional pre roll or instream ads. Because the user is going to consume video content and a pre or mid roll ad acts as a hinderence to him. It may annoy the user. It is not the case with outstream.
Reasons for advertisers to spend on outstream video ads.
- High viewability (They are designed to be 100 percent viewable)
- High View through rate
- High CTR
- Better Brand Recall
- Target users based on behavioral,contextual or semantic targeting data
- Better brand awareness compared to prerolls
- Only deploying and playing when the unit is onscreen
Reasons for advertisers to spend on outstream video ads.
- Publishers that didn’t used to offer mid- and pre-roll inventory now can do so.
- Act as an additional source of $$ for publishers
- Available inventory isn’t meeting demand
- Out-stream brings scale to video
- Out-stream offers new contextual opportunities
Good article Amit.
ReplyDeleteOutstream is infact gaining popularity recently and will contribute to a major part of the advertiser spends.
Good information.
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