Mobile Outstream Video now available in AdWords
When it comes to online video, mobile becomes unavoidable. Around 60% of campaign video views come directly from a mobile environment. Google knows it too, that’s why they are launching a new format built exclusively for mobile devices.
Outstream ads are displayed another way than Instream formats (preroll and midroll). Outstream is an auto-played native format also called In-Read or In-Feed. The main difference? The ads are not inserted in online video content but in an editorial advertising space, usually between paragraphs.
Outstream ads will be available in AdWords through their Google Partners network. Following MRC standards, Google ensures that every paid impression will be on screen and viewable. The purchase model will be Viewable CPM.
Outstream ads become more and more appreciated by advertisers. The lower cost and the good visibility are some of the main reasons for it. Outstream also allows creative formats and a less disruptive experience. Sales houses like Teads are specialized in those formats. Other partners like IP, Mediahuis or De Persgroep are gradually introducing outstream video in their own inventory.