Key Takeaways

• Outstream video ads appear within non-video content (like articles or between paragraphs)

• Unlike instream ads, they don't require pre-existing video content

• They typically autoplay when visible, pause when scrolled away, and often start muted

• Publishers can monetize text-based content with premium video ad rates

• Average CPMs range from $10-25, higher than standard display advertising

What Exactly Are Outstream Video Ads?

If you've ever been reading an article online and suddenly noticed a video ad appear between paragraphs or within the content itself, congratulations—you've experienced an outstream video ad.

Unlike their instream cousins (pre-roll, mid-roll, and post-roll ads that play before, during, or after video content), outstream ads don't need a video player to exist. They create their own space within text content, sliding open when in view and collapsing when scrolled past.

Tom Jenen, Chief Revenue Officer at Brand Metrics, explains it well: "Outstream solved a massive problem for publishers—how to get video ad dollars without having to create video content."

How Do Outstream Video Ads Work?

Outstream ads typicaly operate on a viewability-first principle. Here's what happens:

1. Placement: The ad sits within non-video content (between paragraphs, in-feed, corner of page, etc.)

2. Trigger: When 50% or more of the ad enters the viewable area, it begins to play

3. Behavior: Most start muted (user can enable sound), and pause when scrolled out of view

4. User Experience: Less intrusive than forced pre-roll ads—users can simply scroll past

The technology behind these ads is surprisingly simple. Publishers add a bit of JavaScript to their pages, which creates a responsive container that expands when triggered and collapses when no longer in view.

Why Publishers Love Outstream Video Ads

There's a reason over 70% of advertisers consider outstream video a must-have in their marketing strategies:

1. No Video Content Required

This is huge. Traditional publishers with text-heavy sites can suddenly tap into lucrative video ad budgets without creating a single second of video content.

"It's opened up video monetization to virtually any publisher," says Sarah Martinez, VP of Programmatic Video, "even those who specialize exclusively in written content."

2. Premium CPMs

Outstream ads typically command CPMs of $10-25, significantly higher than standard display ads ($1-3 CPMs). That's potentially 10x more revenue from the same page real estate.

3. Better Viewability Metrics

Research from Teads shows outstream ads achieve 25% longer viewing times than instream ads. Since they only play when in view, advertisers get more bang for their buck.

4. Less User Annoyance

Unlike pre-roll ads that force users to wait before accessing content, outstream ads don't block access. Users can simply scroll past if they're not interested.

Common Outstream Ad Formats

Outstream comes in several flavors:

• In-article: Appears between paragraphs within content

• In-feed: Shows up while scrolling through social media-style feeds

• Slider: Slides in from the edge of the screen

• Interstitial: Full-screen ads between page transitions

• Adhesion: Sticks to screen edge while scrolling

Potential Downsides to Consider

It's not all sunshine and rainbows:

• Quality control: Poor implementation can lead to laggy page performance

• Overuse: Too many outstream units can create "ad fatigue"

• Lower engagement: Click-through rates tend to be lower than for instream ads

• Ad blockers: Some users employ tools that block these formats

Getting Started with Outstream

Ready to implement outstream ads? You have several options:

1. Direct partnerships with outstream specialists like Teads or Unruly

2. Programmatic platforms including most major SSPs now support outstream

3. Google Ad Manager offers outstream units through Open Bidding

Technical Implementation Tips

For the technically inclined, here are important considerations:

<!-- Example outstream implementation -->
<div class="article-content">
  <p>Article paragraph 1...</p>
  
  <!-- Outstream placement -->
  <div id="outstream-container" data-ad-unit="outstream_video"></div>
  
  <p>Article paragraph 2...</p>
</div>

The key is making sure your implementation:

• Loads asynchronously to prevent page rendering delays

• Includes proper viewability triggers (usually 50% in view)

• Has clear fallback options when video delivery fails

• Respects user preferences for autoplay/sound

The Future of Outstream Video

The outstream format continues to evolve. Recent innovations include:

• Contextual targeting that matches ad content to surrounding text

• Interactive elements allowing users to engage without leaving the page

• Vertical formats optimized for mobile browsing habits

• Sound-off storytelling designed specifically for muted viewing

According to SmartyAds, publishers who've implemented outstream solutions are seeing 20-30% revenue increases compared to relying solely on display advertising.

Bottom Line

Outstream video ads provide a fantastic opportunity for publishers to access premium video ad dollars without creating video content. With higher CPMs than display ads and better user experience than forced pre-rolls, they represent a powerful addition to any monetization strategy.

Whether you're a blog, news site, or niche publisher, outstream video deserves serious consideration as part of your revenue mix.