VIEQUES, PR — Outstream video—standalone video ads without video content behind them—could be the key to raiding the vault of television ad budgets the video industry has been lusting for, according to video SSP ConvertMedia.

The main reason inbound video is still dominant in volume is because it’s the only solution at scale today, says Yoav Naveh, the CEO of ConvertMedia.

“Outstream provides an opportunity to have a scalable format that provides value for advertisers, is viewable because it’s front and center, and has an actual chance to engage with a user,” Naveh says.

Outstream also affords the opportunity to deliver video ads that are longer than 15 or 30 seconds.

“A lot can be built on top of that, including content marketing,” Naveh observes. “This could be the part that would really help video grow and get those coveted TV budgets that we’re all waiting for to come to video.”

ConvertMedia, which works with publishers like AMI, Salon and The Guardian, believes that growth in video won’t come from more people visiting traditional video pages like YouTube. It will come from publishers finding better ways to embed video ad experiences on their sites.

“It’s not just slapping a video player on different pages but actually figuring out how you manage the balance between revenue and user experience,” says Naveh. “How to have a breakthrough video experience that is great for the advertiser but also respectful for the user.”

This video was produced at the Beet.TV executive retreat presented by Videology. You can find more videos from the session here.