HOW VOX MEDIA GAVE ADVERTISERS INSIGHT INTO VIEWERSHIP [Video]

In order for Vox Media to deliver its beautiful, first-rate video ads across Concert’s premium collection of ad inventory, the company partnered with Brightcove, using its player to support several custom video ad units, including its UX-friendly outstream format.

Unlike instream ads, which run as pre-, mid-, or post-roll content within a video hosted on a website, outstream ads exist natively on a text-based editorial page outside publisher-owned video content. While users scroll through editorial text on a page, the outstream player comes into view and begins to autoplay muted video. The player itself doesn’t disrupt the editorial content at all; in fact, the video automatically pauses as soon as users navigate further down the page. Vox Media’s version of outstream, therefore, helps publishers maintain a good relationship with consumers— they’re not being distracted by intrusive ad content. Advertisers can also be assured they aren’t irritating audiences while delivering ad …