Display and VideoTechnology / December 05, 2016 / By Erin Martin
Mixpo Release New Vertical Video Ad Formats
Today we’re excited to announce the launch of two new vertical outstream ad formats, Vertical Video Takeover and Vertical Video Reveal. The new formats allow publishers to easily create new mobile video ad placements that are built for the behavior of today’s mobile user. According to MOVR’s Mobile Overview Report, Smartphone users hold their phones vertically around 94% of the time and Mary Meeker’s Internet Trends reported that vertical viewing accounted for 29% of view time in 2015, compared to 5% 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. 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.”
Justin Kistner, VP of Product, Mixpo
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 October—and have an opportunity to rethink their digital ad package for the mobile user.”
Charlie Tillinghast, Chief Executive Officer, Mixpo
A survey conducted by Mixpo found that 100% of advertisers who buy outstream ads believe it is important to have a variety of video ad formats in their marketing mix. The research further found that 71% of advertisers and agencies see the adoption of outstream video ads growing in the next year, with premium inventory placement being the top benefit outstream ad units provide.
Vertical Video Reveal
Vertical Video Takeover