In this blog post, we’ll delve into the characteristics, pros, and cons of both instream and outstream video ads, helping you make an informed decision about which format suits your marketing goals and target audience.

What Is Instream Video?

Instream video ads are an online advertising format commonly used on various digital platforms within video content. These ads are designed to be displayed to viewers before, during, or after they watch a video online, typically on platforms such as YouTube, social media sites, streaming services, and standard websites.

Instream video ads are typically non-skippable or skippable only after a specific duration, depending on the platform and ad format. Non-skippable ads are played in their entirety before the viewer can access the desired video content. Skippable ads, on the other hand, allow viewers to skip the ad after a few seconds (typically five) if they choose to do so.

Instream video ads provide advertisers with an opportunity to reach a broad audience and engage viewers while they are actively consuming video content. However, it is essential for advertisers to strike a balance between effectively delivering their message and respecting the viewer’s experience to ensure a positive reception of their ads.

What Are the Types of Instream Video Ads?

Advertisers can use several types of instream video ads to reach their target audience. These ad formats vary in their placement and characteristics. Here are some common types of instream video ads:

1. Linear Video Ads: Linear video ads are traditional video commercials that play before, during, or after the main video content. They follow a sequential, linear format and can be either skippable or non-skippable. Linear video ads can appear as pre-roll, mid-roll, or post-roll ads.

• Pre-roll ads: These ads are displayed before the main video content starts playing.
• Mid-roll ads: These ads are inserted at specific intervals during the video, interrupting the content.
• Post-roll ads: These ads are shown after the main video content has been viewed.

1. Non-linear Video Ads: Non-linear video ads are displayed concurrently with the main video content, typically as overlay ads or banners that appear on top of the video player or within the surrounding area. Non-linear video ads are usually skippable, allowing viewers to continue watching the video content without interruption. They are often less intrusive than linear video ads and can provide additional information or a call to action while the video plays.
2. Companion Video Ads: Companion ads are static or animated display ads that are displayed alongside the main video content. They appear as banners or sidebars and are usually non-intrusive. Companion video ads can be used to complement the video message or provide additional promotional content related to the video. They are often clickable and may direct viewers to a landing page or website for further engagement.

To summarize, the types of instream video ads are linear video ads (pre-roll, mid-roll, and post-roll), non-linear video ads (overlay ads), and companion video ads (displayed alongside the video content). Each type of ad serves different purposes and offers various opportunities for advertisers to engage with their target audience during video playback.

What Are the Pros and Cons of Instream Video Ads?

Instream video ads offer several advantages and disadvantages for advertisers. Here are some pros and cons of using instream video ads:

Pros:

1. High Engagement: Video content has the ability to captivate and engage viewers more effectively than other ad formats. Instream video ads allow advertisers to leverage the power of sight, sound, and motion to create immersive and memorable experiences, leading to higher engagement rates.
2. Broad Reach: Video consumption continues to grow, and platforms like YouTube and social media sites have large user bases, providing a vast audience for advertisers. Instream video ads enable advertisers to reach a wide range of viewers across different demographics, interests, and geographical locations.
3. Targeting Options: Advertisers can target their instream video ads based on various parameters, such as demographics, interests, behavior, or contextual relevance. This targeting capability helps deliver ads to the most relevant audience, improving the effectiveness of the ad campaign and maximizing return on investment.
4. Brand Storytelling: Video ads offer an opportunity for advertisers to tell their brand story, convey emotions, and build a connection with viewers more compellingly. Instream video ads allow for longer ad durations compared to other formats, enabling deeper storytelling and brand messaging.

Cons:

1. Ad Avoidance: Some viewers may skip or ignore instream video ads, especially if they are skippable after a few seconds. Viewers who are not interested in the advertised content may choose to skip the ad, reducing the ad’s effectiveness.
2. Intrusiveness: Instream video ads can interrupt the viewer’s desired video content, potentially leading to a negative user experience. Intrusive ads may result in viewer frustration or annoyance, impacting the perception of both the ad and the advertiser’s brand.
3. Ad Blocking: Ad-blocking software or browser extensions can prevent instream video ads from being displayed, limiting their reach to certain users who actively block ads. This can decrease the overall effectiveness of the ad campaign.
4. Production Costs: Creating high-quality video ads can be resource-intensive, requiring investment in production, talent, and post-production. The costs associated with producing professional-grade video content may be a barrier for smaller advertisers with limited budgets.
5. Viewability Concerns: Ensuring that the instream video ad is viewable by the target audience can be a challenge. Factors such as ad placement, ad viewability metrics, and ad fraud can impact the visibility and actual reach of the ad.

It’s essential for advertisers to carefully consider these pros and cons, along with their campaign goals, target audience, and available resources, to make informed decisions about incorporating instream video ads into their marketing strategies.

What Are Outstream Video Ads?

Outstream video ads are online video advertising formats that differ from instream video ads. Unlike instream ads, which are placed within video content, outstream ads are standalone videos placed outside of video content, typically within non-video environments. They are designed to be viewed within the content of a webpage rather than being inserted into pre-existing video content.

Here are some key characteristics and features of outstream video ads:

1. Autoplay: Outstream video ads typically autoplay when they come into view on a webpage. Once the ad becomes visible on the user’s screen, it starts playing automatically without the need for the user to interact with it.
2. Sound and Viewability: Outstream ads often play with sound, although most may start in a muted state, allowing users to unmute if they wish. Viewability is typically based on the ad being at least 50% visible on the user’s screen for a minimum of 2 seconds, ensuring that the ad is in a visible position to capture the viewer’s attention.
3. Non-Intrusive Placement: Outstream video ads are placed within the content of a webpage, such as between paragraphs of an article, within a banner space, or within a social media feed. They do not disrupt the user’s viewing experience by interrupting video content.
4. Scroll-Based or Time-Based Activation: Outstream ads can be triggered by user actions, such as scrolling down a webpage or after a certain amount of time spent on the page. This ensures that the ad is presented to users when they are actively engaged with the content.
5. Responsive and Adaptive Formats: Outstream ads are designed to adapt to different screen sizes and devices, including desktop, mobile, and tablet. They can dynamically adjust their size and placement to fit within the available space on the webpage.

Outstream video ads offer several benefits to advertisers, such as expanded reach beyond video platforms, increased viewability, and the ability to reach users in non-video environments. They provide an additional avenue for advertisers to engage their target audience with video content, even when traditional video content is not present.

What Are the Types of Outstream Video Ads: In-slide Outstream, In-content Outstream, and In-banner?

The types of outstream video ads are categorized based on their placement and format within the webpage. Here are three common types of outstream video ads:

1. In-Slide Outstream: In-slide outstream video ads are placed within slideshows or image galleries on a webpage. As users navigate through the slideshow or gallery, the outstream video ad appears between the slides or images. It provides an opportunity for advertisers to engage users with video content in a visually appealing and interactive manner.
2. In-Content Outstream: In-content outstream video ads are integrated within the body of written content on a webpage, such as articles or blog posts. These ads automatically play when they come into view as the user scrolls through the content. They are typically placed between paragraphs or within white spaces, ensuring they are seamlessly embedded within the text. In-content outstream ads allow advertisers to capture users’ attention within the context of relevant content.
3. In-Banner Outstream: In-banner outstream video ads are displayed within traditional display banner ad spaces on a webpage. These ads are often found on a webpage’s top, bottom, or sides alongside other static or animated display ads. In-banners outstream ads automatically play when they are in view, offering advertisers an opportunity to deliver video content within a familiar ad placement.

Each type of outstream video ad offers unique advantages and can be selected based on the specific goals of the ad campaign, the target audience, and the available ad inventory on the webpage. Advertisers may choose the most suitable type of outstream ad based on the user experience, contextual relevance, and the desired level of engagement with their target audience.

What Are the Pros and Cons of Outstream?

Outstream video ads come with their own set of advantages and disadvantages. Let’s explore the pros and cons of using outstream video ads:

Pros:

1. Expanded Reach: Outstream video ads allow advertisers to reach a broader audience beyond video platforms. They can be placed within various non-video environments, such as articles, slideshows, or social media feeds. This expanded reach provides access to users who may not be actively consuming video content but are still engaged with other types of web content.
2. Increased Viewability: Outstream ads are designed to play when they come into view on a webpage. This ensures higher viewability than traditional instream video ads, which can be skipped or ignored. Outstream ads often autoplay, capturing users’ attention as they scroll or interact with the webpage.
3. Non-Intrusive Placement: Outstream video ads are seamlessly integrated within the content or layout of a webpage. They do not interrupt or disrupt the user’s experience with pre-existing video content. This non-intrusive placement allows for a more natural and contextual presentation of the ad, potentially resulting in a more positive user response.
4. Creative Flexibility: Outstream ads offer more flexibility in terms of creative execution. Advertisers can leverage a variety of formats, such as in-slide, in-content, or in-banner, to deliver their video content. This versatility allows greater creativity and customization to align the ad with the specific webpage environment.

Cons:

1. Ad Avoidance: Despite their higher viewability, outstream video ads are still susceptible to ad avoidance. Users may quickly scroll past the ad or develop banner blindness, resulting in reduced engagement and ad effectiveness.
2. Potential for Lower Engagement: Outstream ads may not always capture the same level of attention and engagement as in-stream video ads. Users may be less receptive to video content not directly integrated into their desired viewing experience. This can impact the ad’s overall effectiveness in terms of message retention and brand recall.
3. Limited Inventory: Finding suitable placements for outstream video ads can be challenging, as not all web pages or content formats may support these ad placements. The availability of outstream ad inventory can vary, particularly in specific niche markets or websites with limited ad space.
4. User Experience Considerations: Outstream video ads must be carefully implemented to ensure they do not disrupt the user experience or negatively impact website performance. Autoplaying video ads, if not properly optimized, can lead to slower page load times, increased data consumption, or user frustration if they impede access to the desired content.

It’s important for advertisers to weigh these pros and cons in relation to their campaign goals, target audience, and the specific context of the outstream ad placements. Careful consideration should be given to aligning the ad format, content, and user experience to maximize the effectiveness of outstream video ads.

Which Is Better – Instream or Outstream Video?

Determining whether instream or outstream video ads are better depends on various factors, including the campaign objectives, target audience, and available ad inventory. Both formats have their strengths and considerations. Here are some factors to consider when evaluating the suitability of each format:

1. Context and User Intent: Instream video ads are displayed within video content, allowing advertisers to reach users who are actively seeking and consuming video content. This context can provide a higher level of engagement and alignment with the user’s intent. Outstream video ads, on the other hand, reach users in non-video environments, offering the opportunity to engage users who may not be actively seeking video content but are still engaged with other web content.
2. Reach and Targeting: Instream video ads often have a broader reach, as they can be placed on popular video platforms like YouTube or social media sites. They can reach a broad audience and benefit from advanced targeting options based on demographics, interests, or behavioral data. Outstream video ads can expand reach beyond video platforms, reaching users on various websites and within different types of content. However, the availability of outstream ad inventory may vary, particularly on specific niche websites.
3. Intrusiveness and User Experience: Instream video ads have the potential to be more intrusive, as they interrupt the user’s desired video content. This can impact the user experience and potentially lead to ad avoidance. Outstream video ads, on the other hand, are often designed to be non-intrusive, and seamlessly integrated within the webpage content. This can result in a more positive user experience, although it may also lead to banner blindness or reduced engagement.
4. Viewability and Engagement: Outstream video ads often have higher viewability rates than instream video ads, as they typically autoplay when viewed on a webpage. This can increase the chances of capturing user attention. However, instream video ads within video content may offer higher engagement rates, as they leverage the power of sight, sound, and motion to deliver compelling storytelling.

Ultimately, the choice between instream and outstream video ads depends on the specific goals, target audience, and available ad inventory for the campaign. Advertisers may also consider combining both formats in their strategy to leverage the strengths of each and maximize their reach and engagement. Testing and analyzing the performance of each format in relation to campaign objectives can help inform future decisions and optimize ad strategies.

Start With Instream and Outstream Video Ads at Freestar

If you’re looking for an easy way to put video ads on your website, Freestar is here to help you get started. Publishers can use our monetization solution to set up and serve instream or outstream video ads in just a few clicks. Our monetization platform also has several advanced features and yield optimization tools.

Get started today! 

The post Instream vs Outstream Video first appeared on Freestar.

Video marketing combines visuals and sound in an easy and fun way, making it perfect for getting people’s attention. With its ability to capture an audience’s interest quickly and easily, it’s no wonder that audiovisual content is a top choice for marketers. 

You’ll find video ads everywhere: on websites, social media platforms, or even when watching TV or movies! Want to learn more? Keep reading to discover what video advertising is and how it works.

What is Video Advertising?

Video advertising is a way of marketing your business or product by creating ads that will show before, during, or after videos. It’s an efficient way to get your message out quickly.

These ads vary in complexity depending on the message they are trying to convey. The most common type is pre-roll advertisements, which play before the main video. They usually last under 30 seconds and can appear as either an in-stream or out-stream ad.

• In-stream ads are served alongside content videos
• Out-stream ads are on social media platforms, websites, and apps

There are also mid-roll ads that appear during videos and post-roll ads which occur after the main video has ended. In addition, there are also interactive video ads, 360-degree ads, vertical video ads, and more.

What are the Different Video Ad Formats

There are three main video advertising formats; linear, non-linear, and companion. Let’s look at each in a little more detail.

Linear Video Ads

A linear video ad is a type of advertisement that can play at any time in the video. It usually lasts 15-30 seconds and follows a storyline or narrative. Linear ads are great for conveying an emotional message and telling an engaging story;think of the familiar television commercial format.

Non-Linear Video Ads

Unlike linear video ads, non-linear ads run simultaneously with the video they’re in. They show up at specific points in the video and don’t need to follow a storyline. These ads usually feature short snippets of text or graphic elements that can grab the viewer’s attention and get them to take action. 

Non-linear audiovisual ads are great for quickly delivering a message, and often appear as overlays which play in the bottom corner of the screen during videos. 

Companion Video Ads

Companion video ads complement the main video. They appear alongside it, usually as a banner ad, popup, or interactive element that links to a website. It usually takes up a small portion of the screen. 

Companion ads provide additional information, and get people to click through and make purchases. They’re also used to invite viewers to take action, like signing up for promotional offers or subscribing to channels.

Where are Video Ads Shown?

You’ll see video advertisements on websites, social media, streaming services, and mobile apps. The most popular platforms include:

• YouTube
• Hulu
• Facebook
• Twitch
• TikTok
• Mobile apps
• Video game consoles

What Ad Tech Platforms Are Involved in Serving Video Ads

Ad tech platforms are essentially the technology behind the scenes that makes it possible to serve multimedia ads to viewers. They’re responsible for the following:

• Housing and managing the ad inventory
• Tracking audience data
• Optimizing campaigns
• Measuring campaign performance

There are several different types of ad tech platforms involved in the process. Here are some of the most popular:

Demand-Side Platforms (DSP)

A DSP purchases ad space on websites and apps through programmatic advertising. They use real-time data and bid for ad space on behalf of the advertiser.

Some popular demand-side platforms include:

1. The Trade Desk
2. Google Ads (formerly DoubleClick Bid Manager)
3. Adobe Advertising Cloud
4. AppNexus
5. MediaMath
6. LiveRamp (Acxiom)

Supply-Side Platforms (SSP)

An SSP, on the other hand, is software that helps website and app publishers sell their ad inventory to media buyers using real-time bidding auctions. The publisher manages their ad inventory and sets pricing rules, while the platform handles the sales and targeting of the ads.

Many of these supply-side video platforms come with features like analytics and reporting, so you can track ad performance. Additionally, they help you manage and optimize your inventory to make the most out of your ad space.

Supply-side platforms (SSPs) include:

1. AppNexus
2. Rubicon Project
3. OpenX
4. PubMatic
5. Index Exchange

What is Real-Time Bidding?

Real-time bidding (RTB) is a programmatic buying method that uses real-time auctions to buy and sell ad inventory. Through the auction process, advertisers can bid on the ad space they need to reach their target audience.

The publisher sets minimum bids for their ad inventory, and then media buyers compete in an auction to win the ad space. Once the auction is over, the ad is placed on the website or app for viewers to see.

Video Ad Exchange

Ad exchanges act as a marketplace for buying and selling ad inventory. They connect demand-side and supply-side platforms, so they can bid on and purchase ad inventory in real time. 

Here are five popular exchanges:

1. BrightRoll (Yahoo)
2. LiveRamp (Acxiom)
3. Tremor Video
4. SpotX
5. Teads

Video Ad Technologies 

Video players and ad servers handle the delivery and tracking of audio-visual advertising. They integrate with DSPs, SSPs, and ad exchanges to serve ads. Publishers can track and create reports on ad performance.

Video players and  servers work with multiple ad formats and provide the option to use third-party ad tags. They also support video ad standards like VAST, VMAP, and VPAID. Many of them offer advanced features like video content management, analytics, and monetization tools, as well.

A few examples of ad servers are Google Ad Manager and SpringServe (Magnite), and some of the more common video players in the market are JW Player, Brightcove, and Ooyala. 

All these technologies work together to provide an efficient system for delivering multimedia ads to users around the world. It’s a complex process which makes programmatic video advertising possible.

The Video Ad Serving Process

When you visit a website with a video player, a lot of behind-the-scenes work is happening before the ad ever gets displayed. Here’s a quick summary of the process:

1. An internet user visits a site or app with a video player.
2. The server replies with a code that indicates to the browser precisely where the main video content is located online. It also gives instructions to display the video in the player window.
3. After downloading the video content, the player requests and bids on an advertisement from the publisher’s server. To complete this process, it sends a VAST request. At the same time, the publisher’s ad server will register an impression.
4. If the bid gets accepted, the publisher’s ad server system selects which advertisement to display in the allotted space and returns the pre-determined ad markup.
5. As soon as the ad markup loads in the player, a request is sent to the advertiser’s ad server to retrieve the video advertisement.
6. The advertiser’s ad server will then register the impression and return a link pointing to where the video is on the content delivery network.
7. After receiving that link, the online video player makes one last request to retrieve and display the actual ad file itself.
8. The video advertisement is then displayed to viewers and tracked for performance metrics such as impressions, views, and completion rate.
9. Finally, the advertiser receives reports with their campaign results. 

Impressively, audiovisual content ads appear almost instantly;  this whole process generally happens within milliseconds of the initial user request.

Video Player Requirements

To serve the ads, you’ll need a video player that supports standards like the Digital Video Ad Serving Template (VAST) and Video Player-Ad Interface Definition (VPAID). 

The video player should also support HTML5 video and VAST tags for communication with the ad servers. Without them, delivering video advertisements isn’t possible.

Many video platforms already have players that meet these requirements. HTML5 video players like Video.js, Flowplayer, and JW Player also support multimedia ads. YouTube does this via its TrueView Ad Format, designed to be compatible with all video-type ad standards.

Wrapping Up

Video consumption isn’t going away any time soon – quite the opposite. It’s one of the most effective marketing strategies out there. Take advantage of it with online multimedia advertising.

With the advances in programmatic technology and video ad exchanges, video ads are delivered at lightning speed wherever needed. Although there’s a lot of complexity involved with video advertising, it can generate significant revenue for all parties involved when done right. 

Besides, there are already systems to handle most of it for you. You don’t have to start from scratch. Why not give it a try?

The post Video Advertising – What Is It and How Are Video Ads Served first appeared on Freestar.

As one of Freestar’s industry experts in programmatic video, I have noticed several trends predicted to dominate the industry in 2023. These trends are expected to shape the future of programmatic video advertising and provide new opportunities for advertisers and publishers alike.

The first trend expected to take center stage in 2023 is the growing importance of data privacy. As consumers become increasingly concerned about using their personal data, brands and publishers must focus on providing transparent and secure data handling. This trend will lead to greater investment in technology that safeguards consumer data and ensures that programmatic video advertising is delivered in a privacy-friendly manner.

Another trend likely to emerge in 2023 is the continued growth of Connected TV (CTV) advertising. CTV is already a significant player in programmatic video, and this trend is expected to accelerate in the coming years. As more consumers turn to streaming services for their entertainment needs, advertisers must focus on delivering targeted, relevant ads on these platforms. This trend will require developing new tools and technologies that allow advertisers to reach CTV audiences effectively.

In addition to the growth of CTV, programmatic video advertising is also expected to become more interactive in 2023. As consumers increasingly expect a personalized, engaging advertising experience, advertisers must focus on delivering interactive video ads that allow consumers to interact with the content. This trend will require the development of new ad formats, such as shoppable video ads and interactive polls, that provide consumers with an immersive and engaging advertising experience.

Another trend likely to dominate the programmatic video industry in 2023 is the increasing use of artificial intelligence (AI) and machine learning. These technologies have already made significant strides in the programmatic advertising industry, and their use is expected to accelerate in the coming years. AI and machine learning will enable advertisers to deliver highly targeted ads customized to individual consumers’ preferences and behaviors. This trend will require developing new tools and technologies to process large amounts of data and deliver highly personalized advertising content.

Finally, the programmatic video industry will become more integrated in 2023. As more publishers and advertisers look to streamline their advertising operations, we can expect greater integration between programmatic video and other forms of digital advertising. This trend will require the development of new platforms and tools that allow publishers and advertisers to manage their advertising campaigns across multiple channels and platforms seamlessly.

In conclusion, the programmatic video industry is set to experience several significant trends in 2023. From data privacy to CTV advertising, interactive ads, and AI and machine learning, advertisers and publishers must stay ahead of the curve to fully take advantage of these trends. By embracing these trends and investing in developing new technologies, the programmatic video industry will continue to provide brands with the tools they need to reach their target audiences effectively.

The post Trends in Programmatic Video Advertising 2023 first appeared on Freestar.

Full-service video production agency, LAI Video recently quoted that “more than 80% of traffic online is video traffic, as the content people want has changed from text to images to videos and now livestreams.”.

For publishers who haven’t already jumped on the video bandwagon, let these three simple benefits be the last three you read before taking the plunge!

Why Publishers Should Invest in Video

#1 Publishers make more ad revenue from video content.

We never recommend going overboard with the number of ads on your website, but we do believe in pushing right up to the point of truly getting our partners the revenue they deserve. And it wouldn’t be very #publisherfirst of us if we didn’t truly advocate for the most profitable of ad products.

Advertisers pushing budgets to video isn’t slowing down either, and why would they when data continues to scale in its favor. Insivia recently reported that viewers retain 95% of a message when they see it in a video, compared to 10% when reading it in text. Enough said.

Because of that, CPMs are typically 3-4x higher than display, and can make up to 20% of a publisher’s overall advertising revenue. Freestar offers several high-quality video ad products, all customized for user experience and speed.

It’s quite common for Freestar publishers who have reservations about the video player, to initially try it as a test without custom content. Once they see the revenue impact, it’s at that point they go down the route of creating custom video to supplement their regular content.

#2 Website engagement indicates a good user experience.

Video production company, Mist Media, revealed case study data to support that having a video on a landing page makes it 53% more likely to show up on page one of Google search results.

I did a similar case study, specific to the food niche by weeding through hundreds of recipe query top performers. Ninety-five percent of positions 1-3 include video on the page. Of that, only 50% of the videos were actually specific to the recipe displayed on the page.

Live search results are a great indicator of what Google is valuing for organic search, and one of the strongest signals in the search algorithm is page engagement. Remember, Google favors the best quality of content, and content isn’t just the text on the page. It’s all the content, including video, text, images, user comments, links, and more.

When Google sees metrics like low bounce rate, high pages per session and high time on page, it indicated a good user experience and this is rewarded in Google search results.

#3 Video content can be more useful than static text and images.

With the right strategy, video content significantly enhances the user experience of a web page. And although we still recommend running video ad products even without custom content, that should be your entry point to video revenue, but not the stopping point.

For certain content topics, including a video helps the user understand. Here are several examples when adding a video would make the most sense.

– DIY crafts and projects

– Household or car repair

– Recipes

– Hair and makeup tutorials

For content like this, having written step by step instructions, with an accompanying video, provides the best experience for the user.

For these three reasons and many more, publishers must have a strategy for video content and monetization. If you have any questions or want to talk to Freestar about this further, contact marketing@freestar.com today!

The post 3 Simple Reasons To Invest in Video Content first appeared on Freestar.