Understanding the different video ad formats and what makes each type unique is a key for publishers to substantially monetize processively. Understanding the different types of video ad formats is crucial taking into consideration the rapid evolution of the industry needs itself. The needs of the industry have dictated the development of new ad-units under each ad format. Accordingly, publishers must know the differences in order to utilize the tools necessary for maximum monetization.
Different video ad formats: outsTream
The major appetite in video advertising leans towards the InStream video ad format rather than the OutStream. At first, let us differentiate between the two different video ad formats. OutStream, unlike InStream, does not require the implementation of a video player or a video content to be associated with in order for it to run. In other words, it does not require a video content to run within the streaming of it. The primary way OutStream video ads run is within a textual content as a page break. It is displayed as a user is going through the readable content where the video ad just appears from within the text itself and starts to run. Of course, the features of closing the video ad, mute, unmute and pausing if not in-focus can be controlled. Basically, the video ad format OutStream does not require a direct interaction in order for it to start and this is one of the key differences. Therefore, it is not highly beneficial for an advertiser that is looking to measure interaction with the brand-equity itself. On the contrary, it works in a flashy manner for advertisers that want to raise awareness as we see with fast moving goods video advertising campaigns.
Measurement of OutStream video ad format is volumetric. In most cases, it is priced on the basis of volumes of views and completed view rather than subjecting it to efficiency measurements.
different video ad formats: instream
InStream represents the other side of the formula when we are discussing the different video ad formats. The video ad format InStream by far is the preferred ad format by most advertisers. InStream video ads are run within the streaming of a certain video content. That is why it is called InStream.
Original video content, or in other words, the brand safe environment is extremely important when it comes to digital advertising. The IAB published a study in April 2016 which concludes that licensed video content is as important as TV programming. Moreover, it helps advertisers reach groups of demographics that TV definitely cannot reach at least at the time being. Not to mention of course the engagement factor with ads.
InStream video ads have many benefits. Because of the overly supplied content on the internet, the average user attention rate has dropped significantly. Advertisers want to take users out of the walking dead like status and stimulate engagement. InStream video ads provide this characteristic more than other different video ad formats.
Moreover, from a business point of view, InStream video ads provide a positive cost-benefit relationship. In addition to that, InStream ads impose more control by enabling the option to force the ad to run until the end with being skippable.
It is very important for publishers to understand how advertisers think in order to utilize the maximum to magnify monetization of their inventory.