• by Tobi Elkin  @tobielkin, November 17, 2016

Smaato, a global real-time advertising platform for mobile publishers and app developers, on Thursday said it’s adding support for two video ad formats: outstream and rewarded video.

The company is looking to position itself as an integrated, “one-stop shop” for all programmatic video ad solutions. Smaato said this will enable mobile publishers and advertisers to increase engagement and revenue through diversified video inventory.

Outstream video ads are those that appear as consumers scroll through a non-video article or Web page. Publishers can benefit from outstream video ads because the format doesn’t  require them to have a built-in video player, and they can be placed in non-video content for optimal viewing. Outstream video ads start playing automatically without sound once they are partially in view and stop playing when they are out of view, so they can guarantee viewability as defined by the industry.

Rewarded video ads offer consumers an incentive in exchange for watching an ad to completion. By giving consumers the choice to engage with ads that offer an incentive, rewarded video ads are a proven way for publishers to offer a better user experience and create a new source of revenue. Rewarded videos can also introduce consumers to in-app purchases and help increase consumers’ lifetime value. They can also help advertisers achieve stronger performance for their video ad campaigns. Because rewarded video ads give greater control to mobile consumers via the opt-ins, they typically provide advertisers very high video completion rates on their campaigns.

Smaato said that more than 90,000 mobile publishers and app developers and more than 450 demand partners using Smaato’s mobile monetization platform have access to diverse mobile video formats that also include:

--Instream: A video ad that plays within video content, or full-screen ads that appear before (pre-roll), during (mid-roll), or after (post-roll) video content.

--MRAID (Mobile Rich Media Ad Interface Definitions)Video: In-app rich media display ads that include video.