We have been offering what the market now calls “outstream video” ads for almost three years. As one of the earliest experimenters with the format as we knew it — as a video ad placed on a text site — we found the ads well-received. Indeed, when we began offering this format, we called it “instream,” because it was a mobile video that showed in a stream of text content. It was a way for publishers to get the higher CPMs for video advertising without having to produce their own video content.
We have no idea why the industry re-named this format “outstream,” which has caused confusion about what the format really is and whether it has advantages for publishers. Now EMarketer has done a study showing that this format has a future, if certain obstacles can be overcome. These obstacles do not apply to the way we sell outstream, because we are not an open exchange; we use our ZEDO secure premium platform.
Here are eMarketer’s reservations about the future of outstream along with our responses:
Concerns over potential ad fraud
When we sell an ad format to a brand, we do not put the ad on an open exchange. Instead, we go after publishers in our network who we think will want the ad, and fill from our internal publisher partnerships. We have been measured as 97% fraud free, and we have purged our network of suspicious “publishers.” We will only do business with premium publishers, which is why we are smaller than some of the open exchanges. Most of those open exchanges will eventually have to change their business models to accommodate new IAB and Trustworthy Accountability Group certifications coming next year.
A relative lack of measurement data to corroborate its value
On a private platform, it is easier to see where and when an ad appears. We have partnerships with measurement tools so we can provide information on completion rates
A perceived disconnect between text-based content and video-based ads
Again, in our case we use a partner to scan all our publisher pages for appropriateness of content and brand safety. Truthfully, it’s possible to track many of the things that have given digital advertising a bad name if people will just try a bit harder. All the brand safety tools are out there, and have been out there for the past five years. In the past, we partnered with a company called Proximic, which was eventually sold to comScore, and now we are partnering with AmplifyReach.
The possibility that out-stream ads could be detrimental to media brands in the long term.
This has more to do with design thinking on the part of media brands and the way they present ads on their own sites than about outstream itself. Fewer ads at higher CPMs appearing within a stream would naturally upset visitors less than obtrusive takeover ads that appear before a visitor even begins to interact with a site. A big reason for us to develop outstream was our desire to get away from takeovers and interstitials, which brands loved and publishers hated.