New opportunities for website advertising placement and interaction with the target audience are currently appearing on the market. An important role is played by two popular video advertising formats. We are talking about Outstream and Instream, which have different functionality and purposes. In this article, we will consider the features of Outstream and Instream, and also analyze which of these formats may be more effective when choosing ad placement on website for various advertising strategies.
In-stream Video Advertising
In-stream is an advertisement that appears while watching a video on a website, streaming platform, or video hosting site, such as Twitch or YouTube. The advertisement is shown through the same video player that is used to view the main content.
The main formats of in-stream advertising are:
Pre-Roll.
Pre-Roll is shown before the start of the main video content. Most often, such a video lasts from 5 to 15 seconds and can be skipped after a few seconds of viewing.
Mid-Roll.
Mid-Roll appears while watching a video. The advertisement is shown after several minutes of the video, or at a certain point, for example, the most viewed part of the video. The duration of the mid-roll is approximately the same as the pre-roll – from 5 to 15 seconds, but there may be videos of longer duration. Mid-Roll can also be skipped by clicking the “Skip”, “Close” or “Watch Next” button.
Post-roll.
Post-roll is shown after the main video has finished. Post-roll is usually shorter than mid-roll or pre-roll, because after watching the main content, viewers may be less interested in watching the ad, which is why they either immediately leave the page or skip the video at the first opportunity.
Pause-roll.
Pause-roll is shown when the user pauses the video. The ad lasts up to 15 seconds and can be skipped by clicking the button.
Post-Pause Roll.
Post-Pause Roll appears when the user unpauses the video. The duration of the pause is determined by the requirements of the platform or ad network.
Read also Smart Strategies for Efficient and Eco-Friendly Junk Removal
Multi-Roll.
Multi-Roll can be launched several times in different parts of the video. In fact, a multi-roll can be a pre-roll, mid-roll, post-roll, and pause-roll at the same time. The format is used if it is necessary to get the required number of impressions. With the help of Multi-Roll, you can even tell a short story by showing several videos in a row.
Outstream Video Advertising
Outstream is a format that does not require an embedded player and can be placed in various places on a web page or mobile app. Instream advertising does not interfere with viewing the main content of the page, and is therefore considered less intrusive and more native compared to outstream formats.
The main outstream advertising formats include:
In-feed.
Advertising video is embedded in streaming content on a web page, news feed, or social networks. The creative is launched automatically when the ad is on the user’s screen and plays without sound.
In-banner.
Video creative is embedded in an advertising banner, plays automatically when the page loads, and plays without sound.
Interstitial.
Advertising video appears in a pop-up window over the content of a web page or app, occupying the user’s entire screen. This format can most often be seen in mobile games that are monetized using video advertising.
Outstream And Instream Advertising: What’s the Difference And Which Works Better?
Outstream advertising can be placed on almost any website, regardless of the type of content and subject matter. It could be a news portal, a forum with reviews of children’s toys, a weather forecast site, or any other web resource. Creative materials are perceived as native advertising and have a high CTR, thanks to precise targeting and the use of programmatic technologies.
Which ad format works better? Let’s look at the main criteria:
- Reach.
Instream has a narrower reach since users only see ads when watching videos on the site. However, the format can be effective for an audience that actively consumes video content.
Outstream advertising, on the contrary, is visible almost always and can be located in different places on the site, and therefore has a greater reach.
- Audience engagement.
Instream advertising is embedded in the main video content, and therefore better engages in viewing. Such advertising simply cannot go unnoticed, unless the user minimizes the page while the ad is playing.
Outstream advertising can be less engaging since it is often presented as part of the page content and can be skipped or ignored by users. However, if the advertising is well adapted to the context and is selected taking into account the targeting parameters for each user, in this case, outstream can compete with instream.
- Ease of adding to the site.
Instream is suitable for websites that already have a video player installed, such as online cinemas or video hosting sites.
Outstream does not require a built-in video player and can be placed in various places on the site. At the same time, the format is suitable for sites of any subject, including for placement in online cinemas.
- Impact on user experience.
In-stream advertising is almost always launched with sound and at the most inopportune time, for example, at the most intriguing moment of a series. Although such advertising can be closed after a few seconds of viewing, most users perceive in-stream as an intrusive and annoying format.
Out-stream, on the contrary, is launched without sound and does not interfere with viewing content, and therefore is less annoying to users. In addition, out-stream creatives can be closed with a noticeable cross, and they will not bother you until you refresh the page.
Final Thoughts
Outstream and instream advertising are two effective video advertising tools that allow brands to engage with their audiences through video formats. Instream advertising, which is embedded directly into video content, is a great option for increasing visibility and user engagement. Outstream advertising, on the other hand, operates outside of video players, offering more flexibility in placement and increasing reach, making it suitable for campaigns targeting a wider range of users. If you are interested in effective advertising placement on a website, we recommend paying attention to Teqblaze, a provider of solutions for…
