CHICAGO — Media agency Havas is currently testing online video ad formats including variants of pre-roll and new so-called “oustream” ads, which allow publishers to place auto-playing video ads between blocks of text.

“We are trying to evolve our video strategy in being able to test new formats including outstream,” Havas programmatic director Stephanie Mustari tells Beet.TV in this video interview. “We are seeing really great, positive initial results across all metrics.

“What’s great about the outstream format is it expands as you’re going through content – can be contextually relevant and addressable.

“We’ve seen really positive click throughs and engagement. We’re testing both preroll and outstream … the approach across the board is not so much focused on the ad format … it’s about the quality of the inventory.”

She was interviewed by Elaine Boxer, director of industry initiatives at the IAB, at the Beet.TV video summit about video advertising outside of the pre-roll.  The event was presented by Teads.