A new kind of video advertising format could pick up this coming holiday season, as ad buyers look beyond usual pre-roll inventory in a market that still suffers from supply problems.

So-called “out-stream” video ads, as introduced by Ebuzzing and Teads, don’t play in video windows before video content; they play between text paragraphs, meaning advertisers can place video ads even where there is no video.

“Q4 could come in really handy when our top publishers are completely sold out,” GroupM subsidiary Xaxis’ trading manager Sarah Warner tells Beet.TV in this video. “It’s inventory we can access that otherwise wouldn’t exist.

“Q4 is when it’s really going to pick up. We’ll really need to tap in to out-of-stream video.”

Warner was interviewd by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads.  Please find more videos from that event here.