Better Video Ad Formats for Mobile
Digital advertising solution Mixpo introduced two new vertical outstream ad formats, Vertical Video Takeover and Vertical Video Reveal, which will allow publishers to create new mobile video ad placements.
Smartphone users hold their phones vertically around 94 percent of the time, according to MOVR's Mobile Overview Report, and Mary Meeker’s Internet Trends reported that vertical viewing accounted for 29 percent of view time in 2015, compared to 5 percent just five years ago.
Vertical Video Takeover and Vertical Video Reveal join Mixpo's suite of existing outstream video ad products that give publishers a way to monetize their content with video ads outside of pre-roll. The suite is powered by patent-pending inline technology that delivers the best outstream experience on the market, by providing the first ads with player control scrubbing options and interactive capabilities, on top of high-fidelity video.
"Video ads have always played in the native player on iOS devices. Several companies have tried to solve this by embedding video ads within a web page, but the by-product is either a very low fidelity video with audio sync issues or a video without audio altogether," says Justin Kistner, vp of product for Mixpo. "Out of sync audio isn't just a user experience issue, but as we learned from Facebook recently, it is possible to miscalculate completed video views because audio and video tracks weren't always perfectly synced. We're proud to have solved the video embed challenge with a solution that provides a perfectly synced audio and video experience."
As mobile becomes the norm rather than the exception, advertisers are looking for more mobile-friendly ad formats beyond social networks such as Snapchat and Facebook. Publishers once wary of vertical video are also embracing the format, with media companies such as Hearst, The Washington Post, Vox, Conde Nast, and YouTube creating new vertical video ad placements.
"We built the ad units to answer the rising demand for vertical storytelling, which allows people to consume video in the same way they naturally hold their device. Brands know this and have started to create more vertical video assets. More publishers are recognizing this—Facebook announced new vertical video ads in September—and have an opportunity to rethink their digital ad package for the mobile user," says Charlie Tillinghast, chief executive officer of Mixpo.