Outbrain launches 'Moments': an immersive video experience for open Internet

Outbrain, a leading technology platform for the open internet, announced the beta launch of its new product "Moments" on October 2, 2024. This innovative offering aims to bring an immersive, full-screen vertical video experience to traditional publishers and media owners across the open web.

Moments by Outbrain transforms static article pages into engaging vertical video feeds, allowing users to swipe through content in a manner similar to popular social media platforms. This development comes as audiences increasingly spend time within walled gardens and social media environments.

According to David Kostman, CEO of Outbrain, "Moments is more than just a video experience—it's a bridge between the trusted content consumers love, and the brands they trust, creating a dynamic, immersive journey that turns casual viewers into loyal audiences."

Early adoption shows promising results

A 2024 study conducted by MediaScience revealed encouraging data on user engagement with the Moments format:

• Users consume an average of 3.2 videos per session
• 40% of users watch between three and ten videos
• Vertical video ads in Moments were rated similarly to social formats in terms of quality, engagement, and entertainment value

Robert Blanck, General Manager for Advertising & E-Commerce at Axel Springer, expressed enthusiasm for the new format: "With Moments, we offer our users a digital experience that significantly improves the presentation of our mobile content and meets the expectations of modern users for interactive content."

Enhanced advertising effectiveness

The MediaScience study also highlighted several benefits for advertisers:

• Users spent an average of 14.6 seconds on Moments experiences, compared to 3.4 seconds on high-impact display experiences
• Moments drove 56% higher brand recall than digital ads
• 47% higher brand recognition than digital ads
• When combined with social media ads, Moments led to an 87% lift in unaided brand recall

Publisher opportunities and industry challenges

Moments aims to address several challenges faced by publishers in today's digital landscape:

1. Attracting new ad investment to the open internet
2. Engaging audiences with familiar social media-like experiences
3. Retaining users through deeper engagement

The product is currently in beta testing with selected partners in the USA, Germany, UK, Italy, France, and Spain. Outbrain plans a global launch in 2025.

Technical details and implementation

Outbrain's Moments leverages the company's existing publisher platform and feed infrastructure to deliver vertical video campaigns. This allows advertisers to extend their reach beyond social networks and onto popular online media sites.

Key features of the Moments experience include:

• Algorithm-powered content exploration
• Low ad density for a premium user experience
• Integration with Outbrain's existing publisher network

Industry impact and future outlook

The launch of Moments represents a significant development in the digital advertising and publishing landscape. By bringing social media-style video experiences to traditional publishers, Outbrain aims to:

1. Increase user engagement on publisher sites
2. Provide advertisers with new opportunities to reach audiences
3. Help publishers monetize their content more effectively

As the digital media ecosystem continues to evolve, products like Moments may play a crucial role in shaping how users interact with content across the open internet.

Key facts and figures

• Announcement date: October 2, 2024
• Product name: Moments by Outbrain
• Current status: Beta testing
• Test markets: USA, Germany, UK, Italy, France, Spain
• Planned global launch: 2025
• Average video consumption: 3.2 videos per session
• User engagement time: 14.6 seconds (compared to 3.4 seconds for display ads)
• Brand recall improvement: 56% higher than digital ads
• Brand recognition improvement: 47% higher than digital ads