Out-Stream Video Advertising: Viewing Between the Lines - eMarketer
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Out-Stream Video Advertising: Viewing Between the Lines

eMarketer Report

By: eMarketer

Published: July 05, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Out-stream video advertising has emerged as an important revenue source for social media companies and publishers with limited or no video content. These ads deliver a user experience that some consider less intrusive than various types of in-stream video units.

  • Out-stream video is a form of digital advertising in which video units are served in nonvideo environments, including text articles, social media feeds and video games.
  • Because out-stream units generally command higher CPMs than similarly sized display or banner units, they are driving new revenues for publishers at a time when much of their content is consumed on third-party platforms such as social media.
  • Proponents of out-stream video say the format offers a more palatable user experience than in-stream ads, partly because users don’t have to stop reading as the ad plays. However, initial research suggests that users do find the format intrusive, perhaps because of the time and resources required for the video to load.
  • Participants in the out-stream supply chain say the format is growing, and that increasing amounts of available inventory are being transacted programmatically.

"Social media platforms have surpassed dedicated video properties as the most important partners for ad buyers planning video campaigns. This trend is helping drive the push to out-stream video advertising."

Table of Contents

What Are Out-Stream Video Ads?

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Factors Driving Out-Stream Advertising

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Potential Obstacles to Future Growth

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5 charts are included in the full report:

Out-Stream Video Advertising: Viewing Between the Lines

Most Important Partners When Planning a Digital Video Campaign According to US Agency and Marketing Professionals, 2016 & 2017 (% of respondents)

Factors Driving Out-Stream Advertising

US Internet Users Who Think that Digital Video Ads Interrupt the Content, by Device and Format, Winter 2016 (% of respondents)

In-Feed Social Video Ads Have Made Out-Stream Familiar

Most Important Partners When Planning a Digital Video Campaign According to US Agency and Marketing Professionals, 2016 & 2017 (% of respondents)

Potential Obstacles to Future Growth

Leading Revenue Drivers in Digital Video Advertising According to US Ad Buyers vs. Sellers, Nov 2016 (% of respondents)

Implementation of Select Digital Video Ad Opportunities According to US Ad Sellers, Nov 2016 (% of respondents)