Outstream video: the secret weapon for retailers195 views
by Eric Wheeler
A fiscally conservative alternative to pre-roll ads, here’s why retailers should consider using outstream video to showcase brand content during the holiday shopping season.
The holiday season has, once again, crept up quickly. It’s time to look at your plan to reevaluate what you can do to get the most out of the busiest – and often most lucrative – time of the year for retailers.
With eMarketer estimating that 48 percent of holiday shoppers are expected to purchase clothing as gifts, retailers need to hone in on how to capture the customer’s attention at a reasonable cost.
Enter outstream video.
The power of video
According to the IAB, video in the U.S. is expected to reach $15.4 billion in spend by 2019 because it usually performs well, cuts through the clutter, and effectively engages its target audiences.
The success of Procter & Gamble’s #LikeAGirl campaign is a great example of captivating an audience’s attention.
Not to mention the viral effects of Nike’s new Snow Day video for its #GetOutThere campaign.
Today, video spend is at the heart of most media budgets. But of course there’s always been a caveat: the limited supply of available pre-roll inventory is expensive, making it inaccessible for many retailers. Now, outstream video has changed this.
Outstream video as an affordable alternative to pre-roll
Outstream video ads typically play outside of video content, usually where natural page breaks occur. This helps solve the problem of limited supply. Retailers can use video to showcase their products creatively and develop deeper connections with consumers, whether it’s through storytelling or highlighting the details of an item. By reducing dependency on pre-roll inventory, the cost decreases, which makes quality video much more affordable.
Earning audience trust
Developing consumer connections with your brand is important, so a negative experience for your audience would be damaging.
We’ve all experienced the native ad recoil (NAR) effect when we click on a link that looks interesting – then BOOM! What we thought was content is actually an ad. Then we feel duped and quickly exit.
With outstream video it’s clear that it is an ad, not an ad masquerading as content.
Outstream video can help stretch your holiday campaign budget even further by creating interesting customer interactions and better user experiences, which delivers a better return on investment. Think of outstream video as a great way to close out 2015 by driving your most successful holiday campaigns.