Outstream Video Ads
Video ads that play within editorial content, outside of a traditional video player.
What are Outstream Video Ads?
Outstream video ads are video advertisements that play within editorial content rather than inside a dedicated video player. Unlike instream video ads (pre-roll, mid-roll, post-roll) that require the publisher to have video content, outstream ads can appear on any text-based page. They typically auto-play when scrolled into view and pause or collapse when scrolled past.
Common outstream formats include in-article video (expanding between paragraphs), in-banner video (playing within a standard display ad slot), and native video (appearing as sponsored content in a feed). Outstream ads have made video advertising accessible to publishers who don't produce their own video content.
Why It Matters for Publishers
Video ads command significantly higher CPMs than display ads — often 5-10x more. Outstream video gives text-focused publishers access to these premium video advertising budgets without needing to create video content. A blog or news site with no video production can still earn video CPMs of $10-30 through outstream placements.
However, outstream video ads impact page performance. Video files are heavy, and auto-playing video consumes bandwidth and can slow page load times. Additionally, some implementations cause layout shifts (CLS issues) that hurt Core Web Vitals scores and potentially search rankings.
Tips for Optimization
- Lazy load video ads: Only load outstream units when they are about to enter the viewport. This prevents unnecessary bandwidth consumption and protects page speed.
- Use sound-off by default: Auto-playing video with sound is intrusive and can violate browser autoplay policies. Start muted and let users opt into audio.
- Reserve space in layout: Pre-define the dimensions for outstream ad units to prevent CLS when the video loads and expands. This protects your Core Web Vitals scores.
- Limit to 1-2 per page: More than two outstream video units per page creates a poor user experience and can slow the page significantly.
- Monitor completion rates: Advertisers value video ads that are watched to completion. Track completion rates and optimize placement to maximize view-through.