We strive to create uncommon, memorable messages and give customers what they crave. Did you know the hottest medium online today is video? These brief, easily consumable content clips educate and entertain, making brands stand out.
That's why it's key to learn about outstream video and how this popular digital marketing technique can make campaigns run smoother for both advertisers and publishers.
What Is Outstream Video?
Also known as in-read or native video, outstream videos have made their way into online publishing platforms for the past year, according to Instapage. The formatted video boxes are tucked between paragraphs of text or photos, and automatically launch when they're visible to whoever is scrolling.
Note: These videos aren't the ads that auto-play at the start of a streaming video, thus the apt name. Outstream video plays outside of classic video streams. You've likely encountered a few of these videos on your Facebook feed. You scroll, they launch when in view and pause as you move past.
This flexible content format is becoming the go-to advertising medium on landing pages, social media posts, articles and even product display pages. If sound is enabled on your device, you'll hear audio too. If muted, the video will play silently. Hint to marketers: include subtitles or strategic text overlays to engage all viewers.
How Can Advertisers Benefit?
Advertisers and marketers should invest in outstream video. The clips only play when in view on the browser, making ad spend more accurate and only on ads actually viewed. Plus, advertisers can gauge how long viewers watch videos and when they scroll away to better develop future video products.
Customers are excited about this new trend. Outstream videos feel like organic content, not ads or marketing pieces, according to Giant Media. They weave seamlessly into text pieces adding value and interest to the overall content presentation.
This type of video is naturally contextual and less invasive than a pre-roll or mid-roll barrier video that you have to watch to get to the main video content you want to view. Essentially, you can watch as much or as little of these videos as you want while browsing related, adjacent content.
Finally, advertisers love outstream video because click-through rates are generally higher than standard display or in-stream video placement, according to MarketingLand.
What Do Publishers Enjoy?
Brands, bloggers and traditional media publishers are happily adopting outstream video too. The popular content type breaks up blocks of gray text. Adding colorful videos makes an article visually friendly, in turn keeping readers on the website longer.
Outstream videos add dimension to storytelling. Everyone learns differently, so why not offer alternative paths for them to explore? Video makes information accessible to those with low reading skills, short attention spans or vision impairment.
Finally, publishers are always on the hunt for refreshing new ways to present information. Think of those cooking videos you see online. They're more fun to watch than browsing a written recipe, right? Passive learning via video is popular.
The demand for video ads is on the rise, according to Business Insider. Maximize your client's outreach and engagement through outstream videos.