In the ever-evolving world of digital advertising, understanding the difference between instream and outstream video ads plays a crucial role in maximizing the effectiveness of your marketing campaigns. These two popular formats serve different purposes in the advertising landscape, with instream ads prominently interrupting an ongoing video stream, while outstream ads typically appear outside the content and automatically play as users scroll through a webpage.
Instream video ads, commonly seen on platforms like YouTube or news websites, can appear before, during, or after watching a video (Brid.TV). These ads can range from five to thirty seconds in length, and may either be skippable or non-skippable. On the other hand, outstream video ads tend to be shorter and more attention-grabbing, playing when users hover over them and pausing when they scroll away (Gourmet Ads). Outstream ads allow advertisers to target audiences who may not visit traditional video-sharing platforms, and can be used for retargeting purposes as well (Wyzowl).
What is Instream Video?
Instream video ads are a type of online video advertising that are played within other video content. They can appear before, during, or after a viewer is watching a video, interrupting an ongoing video stream. You probably have encountered this format on platforms such as YouTube or various publisher websites that stream video content.
These ads come in various formats, including pre-roll, mid-roll, and post-roll. Pre-roll ads play before the main content, while mid-roll ads interrupt the content and play during breaks, and post-roll ads appear after the content is finished.
Benefits of instream video ads include:
Increased brand awareness: These ads capture the viewer's attention by playing within relevant content.
Higher viewability: Since they play within the video player, they are more likely to be viewed by the audience.
Improved targeting: Being able to target specific content allows advertisers to reach their desired audience more effectively.
However, there are some drawbacks to instream video ads as well:
Ad skipping: Viewers might skip the ads if they are given the option, reducing their effectiveness.
User interruption: These ads may negatively impact the user experience as they interrupt the main content.
What is Outstream Video?
Outstream video is a newer form of video advertising that has gained popularity in recent years. Unlike instream video ads, which play within a video player, outstream videos appear in non-video environments, such as text-based content like articles or social media feeds(Wyzowl).
These ads are often referred to as "in-read" or "native video" ads and are designed to autoplay as users scroll down a page, providing a less intrusive ad experience than instream ads(SelectMedia). Outstream videos offer a unique opportunity for publishers that do not have their own video content or player, as these ads can still be displayed on their websites(Publift).
Some common types of outstream video ad formats include:
In-article: These ads appear between text content and expand as users scroll through an article.
In-feed: Often seen in social media feeds or content feeds, these videos automatically play as users scroll past them.
Interstitial: Full-screen video ads that appear between different pages or sections of an app or website.
Outstream video ads can provide several advantages over instream ads, such as greater visibility and higher engagement rates, as they do not require users to actively engage with a video player(Brid.TV).
Key Differences Between Instream and Outstream Video
Instream and outstream video ads are both methods of monetizing video content, but they differ in a few key aspects. Understanding these differences can help publishers and advertisers make informed decisions about which ad format to use.
Instream video ads appear before, during, or after video content, typically requiring a video player, like YouTube or Vimeo, to be displayed. Outstream video ads, on the other hand, do not require a video player and appear in non-video environments, such as in text-based content like articles or social media feeds (Wyzowl). This makes outstream ads more versatile for publishers who may not have video content on their websites (Publift).
Another key difference is the user interaction with these ads. Instream ads can interrupt the user's intended video content, potentially causing annoyance. In contrast, outstream ads are typically more user-friendly, as they can be placed within the content without interrupting it, allowing users to scroll past the ad if they are not interested (Brid.TV).
From an advertiser's standpoint, outstream ads have been shown to generate better results in terms of brand awareness and online purchase intent. According to a study, outstream ads led to a 43% greater brand awareness and a 24% higher online purchase intent compared to instream ads (SelectMedia).
In summary, instream and outstream video ads cater to different requirements and have distinct advantages. Instream ads rely on video players, while outstream ads are more adaptable and can appear in a variety of content types. Outstream ads also tend to result in better brand awareness and online purchase intent, making them an attractive option for advertisers.
Pros and Cons of Instream and Outstream Video
Instream and outstream video ads are two popular ways for publishers to monetize their content. Understanding the pros and cons of each type can help decide which approach offers the most advantages for their specific needs.
Instream Video Ads: Instream video ads are played before, during, or after a video that the viewer has chosen to watch. These ads are closely related to the main content and are generally more engaging for viewers. Here are some pros and cons:
Pro: Better engagement due to ads being relevant to the chosen content.
Pro: Familiar and established format for viewers.
Con: Viewers might perceive them as interruptive.
Con: Less flexibility in placement compared to outstream ads.
Outstream Video Ads: Outstream video ads, also known as in-read or native video, are mobile-specific ads that appear within non-video based editorial content. These ads do not require a video player and can be placed in various positions throughout an article, making them more flexible. Here are some pros and cons:
Pro: More flexibility in ad placement, which leads to increased inventory opportunities.
Pro: Greater potential for viewability as they play only when in view.
Con: Can be perceived as less engaging because they're not connected to video content.
Con: Less familiar format for viewers, which may impact ad performance.
By weighing these pros and cons, publishers can better understand which video ad format is most suitable for their needs and make informed choices about ad placement to maximize revenue and user satisfaction.
Best Use Cases for Instream and Outstream Video
Instream video ads are most effective when used in a video-heavy environment like video-sharing platforms, where users are already consuming video content. These ads can be played before, during, or after a video and are typically short, 30 seconds or less. This makes them a great choice for promoting engaging content that easily grabs users' attention. However, it's important to ensure that the ads are not too intrusive or lengthy, as they have the potential to interrupt users' experience.
Outstream video ads, on the other hand, are better suited for capturing users' attention in non-video environments, such as on websites or social media platforms where written content is more prevalent. These ads are linear and standalone, which means they can be placed within written content and often have higher ad viewability compared to instream ads. According to Blognife, users watch outstream video ads up to 25% longer compared to instream ads.
One of the benefits of outstream video ads is their non-intrusive nature. Brid.TV states that outstream ads disrupt users' experience less than instream ads, as they don't interrupt the user's content consumption. This allows for a more seamless integration within the user's online browsing experience while still capturing their attention.
To ensure the success of your video ad campaign, it's key to use both instream and outstream ads. This will allow for better targeting of different types of users and increase the likelihood of user engagement. Here's a summary of the best use cases for each type of ad:
Instream Video Ads | Outstream Video Ads |
|---|---|
Video-sharing platforms | Non-video environments (websites or social media) |
Short, engaging ads (30 seconds or less) | Longer ads with higher viewability |
Plays before, during, or after video content | Standalone, linear ads within written content |
Potentially intrusive | Less intrusive, seamless integration |
Conclusion
In conclusion, in-stream and out-stream video ads serve different purposes and have distinct characteristics:
Placement: In-stream ads play within a content stream, while out-stream ads play outside a content stream.
Visibility: Out-stream ads may have lower visibility compared to in-stream ads.
Linearity: Out-stream ads are linear, occurring as standalone ads, whereas in-stream ads can be both linear and non-linear.
By incorporating both instream and outstream ads into your marketing strategy, you can target a wider range of users while catering to different preferences and user experiences.
Combining these two formats effectively can help you achieve greater conversions and brand awareness. For the best results, carefully consider the strengths and weaknesses of each format, and choose the right mix that supports your desired outcomes and campaign objectives.
