Revolutionary new ad format presents impactful and engaging
mobile content, outperforming key metrics
LONDON, UK – Celtra Inc., the leading creative, analytics and optimisation platform for display advertising, announced the release of two exciting new video ad formats – Short form vertical video and Reactive video – further expanding its portfolio of mobile display brand advertising products.
Short form vertical video has been successfully employed by Audi for the Le Mans campaign. The new format over-performed all key metrics, delivering 36 per cent video completion rate, which is 80 per cent above the Celtra Q1 2015 benchmarks for the automotive industry.
The Short form vertical video format enables brands to successfully transform their TV ad spots into attractive and punchy mobile video ads that are tailored to how video content is consumed on mobile devices. For 98 per cent of the time, smartphones are used in portrait mode and users are extremely unlikely to rotate the device in order to watch an ad. The Short form vertical video format serves portrait video content, leveraging the full screen of the device.
The Reactive video format introduces brand video content to mobile audiences in a non-intrusive way. It plays the video as users scroll through the site, responding directly to their native gestures. Reactive video is a highly engaging format that opens up many new creative possibilities for brands and brings the creative to life in a native, user-friendly way.
Both Short form vertical video and Reactive video are part of Celtra’s ongoing vision to bring brands closer to consumers through improved user experience of brand advertising. Attention spans in the digital age are decreasing and short form video is quickly replacing traditional TV-style spots. These two new formats are crafted for quick content consumption, and high engagement and impact, through unique user experience.
The pair of new video formats rely on bespoke video technology to achieve faster loading times without compromising the quality of playback. They are both designed to run on standard display ad placements – large inline banners and interstitials – while Short form vertical video is particularly well suited for the out-of-stream high impact placements and new VPAID+MRAID requirements, fully adhering to the IAB MRAID Video Addendum.
“Video content consumption on mobile devices is significantly different compared to desktop. Always-connected, on-the-go and constantly interrupted by various notifications, users consume content in many very short bursts throughout the day. With attention spans decreasing, consumers expect ads to be super compact, short and consumable without much effort. Reactive video and especially Short form vertical video are designed specifically for the mobile environment. They both offer a bite-sized, instant and extremely impactful branding experience that fully leverages mobile screen and is at the same time rewarding and enjoyable.” – Matevž Klanjšek, CPO and Co-Founder, Celtra.
“In consideration of our brand values, we are constantly looking for innovation and Vorsprung in media, and aim to partner closely with suppliers who are able to spearhead and deliver media firsts. Celtra’s new mobile technology is born from consumer insights and is perfectly merging media and creative. The campaign performance exceeded expectations by far – achieving results 80 per cent above industry benchmarks.” – Giovanni Perosino, Head of Marketing Communication, Audi.
“Mobile video consumption continues to grow exponentially and it is vital to adapt quickly to changing market conditions. MediaCom is delivering on this by working with best-of-breed partners and leading the way in mobile innovation. Celtra’s new formats will help us to continue to enhance engagement by taking user behaviour into consideration, ensuring great content reaches our clients’ target consumers.” – Ben Phillips, Global Head of Mobile, MediaCom.
Resources:
- Campaign video: Audi Le Mans Campaign
About Celtra Inc.
Celtra empowers agencies, media suppliers and brand leaders alike with the leading creative technology for data-driven brand display advertising across mobile, tablets and desktop.
AdCreator 4 is built to run large-scale and complex campaigns. It is a single platform for streamlined ad creation, performance optimised serving and consolidated reporting with common metrics across all screens. For more information, visit Celtra at www.celtra.com or @CeltraMobile on Twitter.
Celtra is headquartered in Boston (MA), with offices in New York City, Chicago, San Francisco, Los Angeles, London, Tokyo and Ljubljana.
About MediaCom
MediaCom is the “The Content + Connections Agency”, working on behalf of its clients to leverage their brands’ entire system of communications across paid, owned and earned channels to step change their business outcomes. MediaCom delivers not just individual channel silo efficiencies but also connected communications system effectiveness, by developing and optimising all content – defined as any form of consumer messaging – as the fuel that drives high-performing systems. MediaCom measures and quantifies communications systems across paid, owned and earned through their unique Connected System Audit.
MediaCom is one of the world’s leading media communications specialists, with billings exceeding US$29 billion (Source: RECMA 2013). It employs 6,000 people in 125 offices across 100 countries around the globe. Its client roster includes P&G, VW Group, Dell and Universal. MediaCom was named Network of the Year at the Global M&M Awards for an unprecedented fourth year 2013, 2011, 2010 and 2009.
MediaCom is a member of WPP, the world’s largest marketing communications services group, and part of GroupM, WPP’s consolidated media investment management arm.
