Web recommendation platform Outbrain is launching a new vertical video integration in beta for its publishing partners.
Moments will enable publishers to “transform real estate” on static article pages to include vertical video feeds with recommended content.
Outbrain is billing the feature as a way for publishers to bring TikTok-styled algorithm-powered vertical video ads to publisher websites and capitalise on the popularity of the format while “keep[ing] ad density low”.
The Media Leader understands that Moments was not led by demand from Outbrain’s publishing partners, but rather it was pushed internally as a way to provide a similar web solution to the popular trend of vertical videos on social media platforms.
Moments was previously live in a testing phase with partners in the US and Germany. The beta test expands to selected partners in France, Italy, Spain and the UK, as well as Germany and the US.
Initial tests conducted by audience research and tech company MediaScience reportedly found ads served in Moments delivered comparable results to ads in vertical video formats on social platforms and that users consume an average of 3.2 Moments videos per session.
A global launch of Moments is slated for 2025.
Outbrain’s UK clients include Sky News, News UK and the Daily Mail. The company also works with publishers including Axel Springer and Fortune internationally.
“The innovation that Moments brings to publisher sites will allow brands to reinvent the way that they interact with audiences in premium, brand-safe environments,” said Outbrain executive vice-president of global publishers, Stephanie Himoff.
She argued that the solution will bring a “familiar and engaging” format to digital advertisers on the web that has otherwise been “normally hidden away in walled gardens” such as on TikTok, YouTube and Meta.
Himoff added that “benefits aren’t one-sided either” because the tool provides users with “content that’s actually relevant to them”.
