Outstream vs. Instream Video Advertising
Key Takeaways
- Instream video ads, which appear within video content, are highly engaging because they target viewers already invested in the video, with mid-roll ads offering the highest engagement.
- Outstream video ads, which appear outside of video content (e.g., within articles), are versatile, more cost-effective, and can reach audiences beyond regular video watchers.
- Combining both instream and outstream ads can provide a comprehensive approach, maximizing audience engagement, visibility, and campaign reach across different formats.
Video content has transformed the way we interact with the internet. What was once a text-dominated space has evolved into a video-centric world, thanks to faster internet speeds and more powerful devices. Today, video dominates digital media, creating a rich opportunity for advertisers to tap into an engaged audience. With this shift, video advertising has become just as prevalent as the content it supports, and businesses are now faced with a critical decision – should they use outstream or instream video ads?
Understanding the differences between these two types of ads is key to maximizing their effectiveness and ensuring you reach your marketing goals. Let’s explore how each format works and what makes them uniquely valuable.
What is Instream Advertising?
Instream advertising is a cornerstone of modern digital marketing, as it integrates ads directly into video content. Whether you’re watching a tutorial on YouTube, streaming a news clip, or catching up on your favorite vlog, there’s a good chance you’ve come across an instream ad. These ads function much like the commercials of traditional television, interrupting the viewing experience to deliver a promotional message. However, unlike TV, viewers online are accustomed to these interruptions and often expect them as part of the video-viewing experience.
Instream ads come in three different varieties, depending on when they appear during the video. Pre-roll ads play before the main content begins, grabbing attention right at the start. Mid-roll ads are inserted partway through the video, offering a short break that’s difficult to skip. Finally, post-roll ads play after the video has ended, giving one last push before the viewer moves on.
Mid-roll ads typically offer the highest engagement rates. By the time they appear, the viewer is already hooked on the content, making them more likely to sit through the ad to see the rest of the video. Pre-roll ads, while less engaging, still capture attention before the main event begins. Post-roll ads, however, tend to be less effective since many viewers have already gotten what they wanted and are more inclined to leave the video.
What is Outstream Advertising?
Outstream advertising, on the other hand, breaks away from the video-centric nature of instream ads. These ads stand alone, appearing in non-video contexts across the web. You’ve probably encountered them while scrolling through an article or blog post, when a video ad suddenly auto-plays within the text or sidebar. Outstream ads are designed to start playing as soon as they come into view and pause when they move out of sight, making them a seamless part of the browsing experience.
One of the biggest advantages of outstream advertising is its versatility. Because these ads don’t require a host video, they can appear anywhere—within articles, in-between paragraphs, or even in social media feeds. However, for outstream ads to work, relevance is key. No matter how attention-grabbing the video may be, it won’t resonate if it doesn’t match the viewer’s interests or the context in which it appears. This makes precise targeting critical for success.
Unlike instream ads, where relevance is often naturally aligned with the video content—such as an ad for cooking tools appearing in a recipe video—outstream ads need more thoughtful placement. They must appear in settings where the audience is most likely to be receptive to the message. When this balance is achieved, outstream ads can be highly effective, offering a unique way to capture attention in unexpected places.
Instream vs. Outstream – Which is Right for Your Campaign?
Both instream and outstream video ads have their distinct advantages, and the right choice ultimately depends on your goals. Let’s break down the benefits of each format to help you decide which is best for your advertising strategy.
The Strengths of Instream Ads
High Engagement – Instream ads thrive on engagement because they appear within content that the viewer has already chosen to watch. The audience is committed to the video, making them more likely to pay attention to the ad when it plays.
Precise Targeting – One of the standout features of instream ads is how easy it is to target them to the right audience. Since these ads are embedded in videos that reflect the viewer’s interests, you can ensure your ad reaches people who are most likely to care about your product or service.
Brand Control – Instream ads offer brands greater control over their placement. You can ensure your ad is shown only in videos that align with your company’s values and image, preventing it from appearing in undesirable contexts.
The Advantages of Outstream Ads
Cost-Effective – Outstream ads tend to be more affordable than instream ads, especially when you’re not competing for placement in high-traffic videos. This makes them an attractive option for advertisers looking to maximize their budget while still reaching a broad audience.
Effortless Viewing – With their auto-play feature, outstream ads require no action from the viewer to start watching. This gives your ad a chance to catch the viewer’s attention before they even realize it’s playing, which can result in higher visibility and awareness.
Expanded Reach – One of the most significant benefits of outstream ads is that they aren’t tied to video content. This means you can reach users who may not regularly watch videos online, opening up new segments of the market and extending the reach of your campaign.
Combining the Best of Both Worlds
When it comes to video advertising, marketers don’t need to feel restricted to a single format. Both instream and outstream video ads offer distinct advantages, but there’s no rule that says you must choose one over the other. In fact, leveraging both types of ads can create a more holistic and powerful advertising strategy. Instream ads, which play within video content, can capture the attention of viewers already engaged with the material they’ve chosen to watch. Meanwhile, outstream ads, which appear outside of video content in places like articles or social feeds, can broaden the reach of your campaign by targeting users in non-video contexts.
By integrating instream ads into your existing video content and placing outstream ads strategically across various digital platforms, you can connect with your audience in multiple ways. Instream ads are excellent for engaging viewers who are already immersed in video, offering a natural and expected interruption. In contrast, outstream ads offer a more seamless experience for users who may not be actively consuming video content but are still receptive to video ads that autoplay as they scroll through articles or other web content.
The true strength of combining both formats lies in the ability to diversify your campaign’s touchpoints. Instream ads provide opportunities to target a more engaged audience, capturing attention when users are already focused on video content. On the other hand, outstream ads help expand your reach by appearing in non-video spaces, allowing you to engage potential customers who may not regularly consume video but still come into contact with your ads in a natural browsing environment. This multi-pronged approach ensures that your brand maintains visibility across different user experiences.
Testing both formats will help you understand what works best for your unique audience and campaign objectives. By tracking metrics like engagement, view-through rates, and conversion, you can gather valuable data on how each ad type performs and adjust your strategy accordingly. You may find that instream ads work better for highly targeted audiences, while outstream ads provide a more cost-effective solution for increasing brand awareness. This flexibility allows you to refine your approach over time and maximize your return on investment.
Combining instream and outstream ads offers the best of both worlds, giving you the tools to meet a variety of marketing goals. Whether you’re prioritizing high engagement, cost-effectiveness, or simply looking to extend your reach, a blended strategy allows for a more comprehensive advertising approach. By leveraging the strengths of both formats, you can create a campaign that is not only impactful but also adaptive to different audience behaviors and digital environments.