Adidas is the launch partner of a new in-feed ad offering from marketing technology company Unruly that dynamically adapts to the unique look and feel of any given web page in real time across the Open Web.
Using its proprietary Liquid Layout Technology, Unruly In-Feed enables advertisers to deliver native video ads at scale across the Open Web for the first time. The new format dynamically injects sponsored videos seamlessly into any website’s content stream in a style that matches the site’s layout and design, providing an infinitely flexible, truly native experience for mobile users.
Advertisers are only charged when at least 50% of their ad is in view for 3 continuous seconds, exceeding current IAB guidelines on viewability, which recommend that a video ad is in view for 2 continuous seconds.Unruly’s In-Feed format is optimized for mobile delivery and is being launched in response to a growing demand from brands who are using video to reach and engage consumers on their smartphone and tablet devices.
“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.
“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.”UK Publishing Director, Simon Jary, said: “Unruly’s native In-Feed format is easy to install and quickly brings in revenue.
The content is often engaging, too. We were impressed with it to the degree that we have now deployed it across all of IDG UK’s consumer sites. We originally only used it to deliver incremental revenue for our mobile inventory, but it has been such a success, we’ve now pushed it across our desktop inventory too.
Additional benefits of the In-Feed format include:
- Any video length – Unlike other offerings, Unruly provides no restrictions on video length – there’s no cap at 15 seconds;
- Seamless user experience – The videos begin to play silently when they are viewable on the screen. Users tap or click the video to activate a full screen immersive video experience on mobile devices;
- Programmatic audience targeting – The format is fully integrated with Unruly Activate’s programmatic insight engine for real-time optimization and reporting;
- Sharing functionality and 3rd party tracking available as standard – click-through URLs also supported on view completion.
To find out more, visit www.unruly.co
Featured Image: DepositPhotos
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