Google has launched a new video ad format called outstream ads. Outstream ads play on mobile devices outside of YouTube and are charged on a viewable CPM basis. They appear on “Google video partners” – a network of high quality websites and apps which include video ads. Google hopes that the ads will help video advertisers to reach more potential customers and increase brand awareness as people increasingly spend more time on their mobiles. An early test of the ad format with the Hong Kong Tourism board yielded 30% incremental reach, 40% lower costs per completed video view, and a 85% lower CPM.