Google has launched a new video format which seeks to bring video to mobile devices and apps outside of YouTube. The ads will operate across Google’s video partners, consisting of high quality websites and apps.
Our digital team is testing some outstream ads, and the great thing about them is that you’re charged by ‘viewable’ cost-per-thousand impressions and you only pay if your ad is viewable. Viewable constitutes 50% of the ad screen space being visible for two seconds or more of play so it’s definitely one to include as part of your online video strategy.
Outstream ads are mobile-only video ads that play on partner websites and within apps, so they’ll only show on smart phones and tablets. The ads are a way of expanding the reach of your video ads on mobile, helping you reach more customers – they begin playing with the sound off and users will choose to tap the ad to unmute. You might already see something similar from advertisers on your Facebook or Instagram feed, and the format is designed to increase video reach at an efficient cost to advertisers.
One video template can run across a variety of different mobile placements. For mobile web placements outstream ads appear in banners, while for mobile app placements they’ll appear in banners, interstitials (an ad that appears while the page is downloading), in-feed, native, as well as in both portrait and full screen modes.
Outstream videos are mobile-only ads that appear on partner sites and apps on the Google Display Network. This ad format isn’t available on YouTube yet.