Video ad products explained
Video consistently commands the highest eCPMs of the three media types because buyers pay a premium for video inventory — particularly when viewability and completion rates are strong. OCM supports four video products.
Instream Video
Video ads shown before, during, or after video content — pre-roll, mid-roll, or post-roll. The viewer is already watching a video, so they are in an active viewing mindset. Instream achieves the highest completion rates of any video format and commands the highest eCPMs as a result.
OCM classifies inventory as Instream only when it strictly meets Google's latest policies for true pre/mid/post-roll placement within video content. Placements that do not meet these criteria are classified as Outstream Video to ensure compliance. If your Instream inventory has been reclassified, this reflects a policy alignment, not a product removal.
Outstream Video
Video ads that autoplay inside editorial content, even when no video player exists. The unit appears within the page content and plays when the user reaches it. Outstream makes video monetisation accessible to publishers who do not produce their own video content.
Audio
Ad placements within streaming or audio-supported environments on your properties.
Storyteller Video
A vertical, narrative-driven video format designed for high user engagement and mobile-first experiences. Storyteller is classified under Video because it functions as a high-engagement video experience, making it easier to compare against similar high-impact formats. For more detail on Storyteller metrics, see the Storyteller performance explained article.
- Outstream and Instream address different inventory types and are not substitutes. Having both, where your content supports it, maximises your video revenue pool.
- Video eCPM is heavily influenced by completion rates and viewability. If your video eCPM is underperforming, the Reports page breakdown by product and device is the best starting point for diagnosis.
See also: Video completion metrics explained · What is viewability and why does it matter? · Display ad products explained