Teads, the inventor of outstream video and the number 1 video advertising marketplace in the world, today released a new study, “Outstream: The New Wave of Advertising,” conducted with over 250 brand professionals around the growth of digital media and outstream video. Notably, 66% of all brand professionals surveyed, and over 77% of those who are investing more in digital next year, believe outstream video will grow significantly over the next two years.
Outstream formats, such as Teads’ inRead, which insert video ads into the heart of editorial content, grant brands access to a more effective advertising solution and immense levels of new premium video inventory at scale that didn’t exist before. The impact for this on mobile is huge with over 60% of brand professionals at companies investing more in digital citing that the opportunity to buy outstream video in premium mobile content would drive more investment in mobile.
Teads’ study demonstrates that the video advertising industry is diversifying, moving beyond traditional pre-roll formats, and shifting away from TV, to engage audiences with video through premium editorial content versus a forced advertising experience. The world’s leading publishers such as Forbes, The Washington Post, Mashable, Bonnier Corp. and Slate have embraced outstream video to engage with users in a non-intrusive way.
Digital advertising is driving overall media budget increases, according to Teads’ study, with nearly 70% of professionals at large brands with an annual revenue of over $10MM agreeing they will invest more in digital in 2017. Within digital, awareness of outstream advertising formats is growing rapidly. Teads’ study found that 74% of brand professionals, at brands planning to spend more on digital next year, have heard of outstream advertising.
Other notable findings in Teads’ study include:
- Outstream awareness has accelerated in the last year: Over two-thirds of brand professionals who are aware of outstream learned about the technology in the last year or less.
- Outstream is the new mainstream: Brands investing more in digital are 42% more likely to agree that outstream will become a more important part of their media mix than instream. And 37% of brand professionals agree that outstream spending will outpace instream.
- Outstream delivers better campaign benefits: Brand professionals cited outstream as being more aligned with their campaign goals related to brand awareness, driving online purchases, targeting key consumers and brand favorability.
- Outstream and mobile are a perfect match: 60% of brand professionals at companies increasing their digital budgets in 2017 agree that outstream is better optimized for mobile than instream video ads.
Brands want creative optimization for mobile: 66% of brand professionals said vertical or square formats optimized for mobile would help drive more investment.
“The opportunity around outstream can’t be ignored. It is one of the most exciting developments to occur within video advertising in the last five years,” said Rebecca Mahony, CMO of Teads. “This study validates what we’ve seen across our client base – digital spending is continuing its rapid rise and today’s leading brands are eager for new ways to effectively reach their audiences. Outstream is poised for huge growth, especially on mobile where the format can provide a superior user experience and help brands reach consumers in premium environments.”