{"id":4342,"date":"2023-01-16T01:46:31","date_gmt":"2023-01-16T06:46:31","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/01\/16\/lets-not-be-distracted-by-instream-vs-outstream-ux-eclipses-them-both\/"},"modified":"2023-01-16T01:46:31","modified_gmt":"2023-01-16T06:46:31","slug":"lets-not-be-distracted-by-instream-vs-outstream-ux-eclipses-them-both","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/lets-not-be-distracted-by-instream-vs-outstream-ux-eclipses-them-both\/4342\/","title":{"rendered":"Let\u2019s Not Be Distracted by Instream vs Outstream: UX Eclipses Them Both"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By <\/em><a href=\"about:blank\"><em>Joseph Lospalluto<\/em><\/a><em>, US country manager at <\/em><a href=\"about:blank\"><em>ShowHeroes Group<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With digital video ad spend surging to an <a href=\"about:blank\">estimated $50 billion<\/a> this year \u2014 CTV investment alone is set to <a href=\"about:blank\">increase by 22%<\/a> \u2014 it makes sense that the IAB Tech Lab wants to define clearer boundaries of protocol for video ad placements. In a burgeoning space where every brand has become a storyteller, any effort to provide clearer distinction for varying types of video integrations should be welcomed.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">However, the IAB\u2019s latest guidelines seem to set their core attention on audibility as a measure of the \u2018premiumness\u2019 of the integration \u2014 laying out when digital video ads must be sound-free \u2014 which is just one element of a complex, creative and multifaceted space. Drawing a dotted line between audio as instream versus no audio as outstream is misleading, and doing so misses the bigger picture of video\u2019s meteoric rise.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While it\u2019s important that the IAB continues to scrutinize evolving standards of delivery, we should resist the temptation of discrediting either instream or outstream formats. In reality, both approaches have their merits, pertinent to the objective of the advertiser and attempting to pitch one against the other obscures the more urgent issue. Namely, how ads can provide a world-class user experience with inclusive, engaging and relevant video messaging, across a multitude of platforms and hit their KPIs.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A Definition Too Far<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The IAB needed to do something to reign in the various cowboys \u2014 i.e., the plethora of cheap, intrusive video ads \u2014 in an untethered space. But in doing so, its swing has landed wide.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The integration of compelling brand videos online is a matter of nuance; there are a hundred different considerations that go into the end result. So to reduce that down to whether a video ad has audio on or not feels too rigid and lacks the inclusion of the user having a say in how they choose to engage with an advertiser.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A more important way to define a premium video experience is in terms of its relevance around content and whether it fosters an engaging experience for the end user. Basing the quality of an ad on whether it has sound or not creates unnecessary divisions, and it\u2019s also something of a red herring. Instead, as video creators, we should be zeroing in on what creates lasting value for users as that alone is the end target of any advertiser\u2026 to capture a user\u2019s attention, so a message can effectively be delivered for the end goal of purchase.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Inclusion, Equity and an Omnichannel Sphere<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The new guidance also needs to be more comprehensive with today\u2019s omnichannel climate. Depending on whether a user is tuning in from a mobile, desktop or CTV, they\u2019ll want to access video ads and content in different ways. Audio may or may not be considered intrusive and creative video campaigns should be able to flex accordingly, offering a range of options according to diverse devices and consequent user behavior\/preferences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To build standout brand story arcs, we also need to be attuned to being equitable. For example, we\u2019re seeing a growing trend of consumption of digital video without sound \u2013 especially by younger audiences and on social media \u2013 and for this demographic, it\u2019s useful to have a choice. Meanwhile, for deaf or hard-of-hearing users, audio does not define a great ad experience at all, and other modes of messaging must be called upon.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The whole point of a video-driven world is that we can hand users the controls over how they want to engage. This might vary dramatically between individuals and also the situations they happen to be in. Given this dynamic, advertisers must focus their efforts on rich video creative storytelling that can withstand a user leveraging no audio, closed captions or audio on. This is the most equitable way for the user and still accomplishes the end goal of storytelling a brand&#8217;s message.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Prioritizing user experience <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The debate we face is not about instream or outstream formats; or forcing users to watch videos in a particular way. However ads are surfaced, they should cultivate an outstanding user experience and deliver the reach and KPIs that advertisers expect; something that depends on the relevance of an ad versus its content setting.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s why instream still commands a premium viewing experience; because placing relevant video ads in a video stream of content constitutes a seamless approach for high-quality, compatible content. Moreover, instream depends on publishers developing rich video libraries, which will push the industry to higher, more engaging standards of content overall.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, though, instream versus outstream is not a rabbit hole that we, as a sector, need to venture down. With a relentless focus on great user experience \u2014 taking in the many nuances that this entails \u2014 a more discerning form of standardization lies in reach.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With a relentless focus on great user experience \u2013 taking in the many nuances that this entails \u2013 a more discerning form of standardization lies in reach.<\/p>\n","protected":false},"author":7,"featured_media":4343,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[7],"topics":[2],"class_list":["post-4342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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