The Awesomeness of Outstream Video Ads

Have your brand’s video campaigns not been as successful as you hoped? Or do you want to strengthen this presence even further? If so, consider using “outstream video” as a way to attract attention and engagement among customers—and prospects. Here are some ins and outs of outstream video.

Outstream video explained

Outstream video is one of the most (if not the most) sophisticated forms of native advertising in operation today. As a user scrolls through a website, a large-format video player emerges inside the page. Video content—such as advertisements—then begins playing to catch (and hopefully engage and interest) the user.

What makes outstream video unique?

The above explanation of how outstream videos operate may bring to mind memories of drop-down ads, banner ads, or other types of digital advertising (including instream videos) that risk annoying users and, in essence, have the opposite effect of catching their interest. Find out the differences…

The disadvantage of instream video

Imagine this scenario: A user is browsing through a web page. All of a sudden, an instream video—which shows up at any time and can’t be stopped or skipped—appears and distracts his or her attention. As stated above, this can irritate users who, after being interrupted by the sight and sound they did not care to see, may develop a grudge on the brand the video is promoting. (Yes, it can happen.)

The advantage of outstream video

If an outstream video appears, however, the user can simply scroll past it if he or she doesn’t care to learn more about the product or service a brand is promoting. So, at the very worst, the video is ignored, and the user is not even conscious of the content or brand name. Also, the audio on outstream video is automatically muted, so the user is not surprised by voices, music or any other sound emitting from his or her computer. In short, it’s all about the user being in control. With outstream video, disruption is minimal, and the choice to watch is with the user.

Ease of setup—and an integrated experience

Content for outstream video is easier to set up than it is for instream video, which needs an online video player and on-page video content. No video player is needed for outstream video. Additionally, its setup provides a general look that adapts and matches the appearance of the website it will be playing on, providing an integrated—and non-disruptive—viewing experience to users.

Outstream and advertising

With the growth of outstream, the buying and selling experience for video inventory will become more transparent and ultimately improve supply and demand. This will be advantageous to advertisers, as they will be able to gauge the content that’s associated with premium instream ad units—and which users are choosing to watch. The revenue that’s generated from outstream—plus the value from users who are making the active choice to watch—equals strong profits.

Outstream is “in”

As the evidence above suggests, where mobile advertising is concerned, outstream video is outpacing instream video. A recent article in AdExchanger bluntly states that—between the two options—outstream is “in” while instream is “out.” (Yes, that sounds paradoxical, but it’s true.) Additionally, the IAB Tech Lab has developed new guidelines which has relegated instream video to be played only on sites where users choose to click to watch content—such as YouTube—and understand that the running of ads are part of the setup. Outstream video also looks to have a strong future where devices are concerned…

Mobile and outstream video—a beautiful friendship for a great future

As many people are constantly “on the go,” they tend to check their mobile devices more than their desktop computers. A recent survey conducted by StatCounter revealed that nearly 56 percent of online searches were via mobile in contrast to approximately 43 percent of those on desktops. And while outstream video does play on desktop computers, it is primarily intended for mobile devices. Here’s a theory for consideration: Imagine the many users who are scrolling through a web page and happened to notice—and became interested in—an outstream ad (even if they were not actively seeking it).

Strong statistics

To support above theory, according statistics listed in Exploding Topics, outstream video advertisements have higher clickthrough rates (CTR) and longer engagement times than their instream counterparts. That’s a lot of attention from a lot of users.

Important: Keep curation of outstream constant in order to stay in Google’s good graces

As with every aspect of a marketing campaign, best practices must also be applied to the curation of outstream videos. Marketers must remember that these videos are minimally—not completely—non-disruptive. If not maintained properly, they may become disruptive and risk being filtered out by Google.)

What smaller businesses should know about outstream video

While the points listed above show that outstream video is a win-win for both brands that advertise online and the everyday user, smaller businesses should be aware that it will take a longer period of time and may be difficult to monetize. Patience and keeping outstream videos properly curated will in time pay off.


Do you think that your brand might benefit from the “outstream video treatment”? If so, get in touch with EGC. We use proprietary semantic technology to marry voiceover from our video to text withing articles on a website. Additionally, we provide active keywords that are centered around topics in each video—a major benefit where search engine optimization (SEO) is concerned.

Also, if you represent a small brand or own a small business, and are worried about the effort and time it would take to make outstream video a possibility—leave these concerns to EGC. We will handle each step—planning the campaign, creating the video (including preplanning and post-production) at The EGC Content Studio, and launching it to the right target audience—all under one roof.

Contact EGC, where your video presence will be made to stand apart—and out—from the competition.