Google AdWords has launched a new video format which is likely to extend the reach of video campaigns beyond YouTube. The new format, which is called outstream video ads is specifically built for mobile and will be displayed in apps and mobile browsers.
“Outstream ads drive incremental, cost-efficient and viewable reach beyond YouTube. Ads show on Google video partners, which are high-quality publisher websites and mobile apps where you can show video ads, including TrueView in-stream and Bumper ads.”
Outstream video ads will be played on the screen of users automatically when they come into a video.
But they will play with sound off. Users can turn sound on by tapping the ad, and can also restart the video right from the beginning if they want to. Advertisers will be charged for outstream video ads based on viewable CPM. This means they will only pay for impressions when the ad has been on screen and viewable.
In other words, if the ad appears towards bottom of the screen and the user doesn’t scroll that far, the advertiser won’t be charged for an impression. Google AdWords advertisers can add outstream video ads to their campaigns starting today.