Out-stream ads

Out-stream ads are video spots shown outside of any video content — inside article text, on web pages and within mobile apps. Unlike the in-stream format, they do not require the user to be watching another video; the ad creates its own space among text or graphics.

What the out-stream format involves

An out-stream ad typically appears as a rectangular video block embedded between paragraphs or in a sidebar. Its defining traits are:

• autoplay on entering view — the spot starts when at least half of its area is on screen,
• muted by default — audio activates only at the user's request,
• pausing when out of view — the ad stops as you scroll past it,
• delivery across the Google Display Network and third-party publishers.

Billing is most often on a CPM basis, or per viewable impression counted only once the video has actually been on screen for a set duration.

Out-stream in practice

Out-stream ads extend video reach beyond YouTube — to where users spend time reading articles and browsing portals. The format suits building brand awareness at a low cost per reach and complements in-stream campaigns well. You configure it in Google Ads and judge performance by view rate and reach rather than direct conversion, which is not this format's primary goal.

Strengths and limits of the format

The biggest advantage of out-stream is its independence from video inventory — the ad can appear anywhere a publisher offers space, which greatly widens potential reach beyond YouTube alone. It is often cheaper per unit of reach, too. But its weaknesses matter: auto-playing video inside content can feel intrusive, and some impressions happen without the user's conscious attention. That is why clear viewability criteria (at least half the area on screen for a set time) and careful placement selection are essential, so the brand appears in quality surroundings rather than on random, low-value pages.