Instream vs Outstream Video Player. Varrando sneak peek insights.

Outstream video player is the solution to scaling video advertising and gate opening to all publishes in short supplies (or completely lacking) in video content.

Another “must have” that the industry was long looking for, is the demand for non-intrusive ads. Outstream formats offer this new benefit. Publishers know about it, agencies know about it, brands know about it. And, most importantly, consumers know about it.

An outstream ad is not being played, unless the audience member explicitly expresses intent. And engages with it. It’s what the industry calls “viewability”.

As opposed to in-stream video ads, which allow for the video content to be accessed only AFTER the ad finished playing. And which, as you may be aware of, was a main industry concern as of late. Especially since the playing of the ads may be related to continuos loading issues and multiple re-directs. All problems that can freeze the player and crash the page. Causing users to ultimately abandon websites altogether. More on these at the following links: Infinite VAST re-directs and VPAID done right.

For a crystal clear explanation of what “the buzz” is all about. Outstream ads can be run against websites completely laking in video inventory. Similar to traditional display advertising, outstream ads campaigns can be run against premium written content. Or can be merged with instream video ads and augment existing campaigns.

The implied benefit is that the CPM value is significantly higher. The un-implied (but happy) other consequence of this format, is that the CTR rate of outstream video ads is considerably higher than traditional standard display advertising.

It is of no surprise then, that, according to this eMarketer survey, 77% of agencies and 70% of advertisers prefer outstream ads.

Outstream video player vs. instream video player. Technical(-ish!)

I. Instream Video Player

Feel free to toy around with the various options of the follwoing demo. This is how an instream player looks like: https://varrando.com/demo/

Types of campaigns used with instream players

Cautionary Notice Beforehand: Solid VAST/VPAID/WMAP/IMA/small player size/IAB compliance/etc. knowledge is required from the technical team implementing the video player to provide all of these options. This is why you keep hearing strange words such as “VAST Protocols” or “VPAID 2.0” mixed together with “Premium Content” and “Advertising Campaigns”.

Now, a schematic of the most popular use-cases the industry savvy folks use.

1. Pre-Roll Video Ad + Video Content
2. Pre-Roll Video Ad + Video Content + Mid-Roll Video Ad
3. Pre-Roll Video Ad+ Video Content + Mid-Roll Video Ad+ Video Content + Post-Roll Video Ad
4. Pre-Roll Minimum Price Video Ad vs. Pre-Roll Medium Price Video Ad vs. Pre-Roll Maximum Price Video Ad ==> Pre-Roll Maximum Price Video Ad Selected!
5. Pre-Roll Google IMA Video Ad + Video Content + Mid-Roll Google IMA Video Ad + Post-Roll Google IMA Video Ad
6. Others

II. Outstream Video Players

Feel free to toy around with the various options of the following demo. This is how outstream video players look like: https://varrando.com/outstream-video-player/

Types of Campaigns used with outstream players

Cautionary Notice Beforehand: Solid VAST/VPAID/IAB compliance/Viewability!!! /etc. knowledge is required from the technical team implementing the video player to provide all of these options. This is why you keep hearing strange words such as “Viewability” or “User Engagement” mixed together with “Premium Content” and “Advertising Campaigns”.

Now, a schematic of the most popular use-cases the industry savvy folks use.

1. InView Player + Editorial Content / Photos /Games/.etc
2. InPage Player + Editorial Content / Photos /Games/.etc
3. Other

Conclusions

Let’s face it, everybody loves video. Advertisers love it best, because it’s the most compelling way to tell their story. Thus, is has become the most user engaging medium. Consumers love it for the same reasons.

As such, a premium publisher, with little or no means to produce video content, can also embrace video ads. Editorial content is still premium content. It should be monetized as such.

Let’s assume a publisher has the best video trailers website. For optimal results they could monetize it with Varrando instream player. It’s been tested by our clients. And, repeatedly, reported as the fasted they have ever tried.

But, should the same publisher also have a movie review written blog to augment the network niche…well…video ads all around. Use Varrando outstream video players.

Our recommendation for this alleged publisher would be to use both Varrando solutions to complement each other: instream and outstream.

This way all content is monetized and no opportunities are missed. Happy campaigning!