Image source: Unruly
Marketing technology firm, Unruly, has unveiled a new in-feed video ad format designed for mobile devices that can adapt to the look and feel of the web page on which the ad appears in real time.
“There’s a growing expectation that social ads will be delivered as part of the content stream and deeply integrated within the content experience rather than being shoved off in a sidebar or banner,” said Scott Button, Founder and CEO at Unruly.
Button adds, “Facebook premium video ads are set to shake up the video ecosystem and Unruly is now providing advertisers with even more choice, allowing them to launch in-feed video ads across the Open Web, in premium media environments”
Unruly says over 100 publishers, including IDG, are already running the native video ad format on their sites. IDG says they’ve added the format to desktop inventory as well after seeing solid performance on mobile devices and is running across all of IDG’s UK consumer sites.
“Because the format is dynamically injected into the content feed, there’s zero set-up required from the publisher and we’re providing clear disclosure for consumers,” said Kenneth Suh, Senior Vice President of Global Business Development at Unruly.
Adidas is piloting the in-feed format for its #predatorinstinct campaign. Advertisers are charged on a cost per viewable impression basis, in which at least 50 percent of the ad is in view for three seconds. This exceeds the IAB’s guidelines that video ads are viewable for two seconds. Ads are marked as sponsored or promoted.
A demo of the format featuring a video from Mazda is available here.
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