The news is promising from AdColony, one of the largest independent mobile advertising platforms in the world. Data on its Instant-Play HD Vertical Video launch mobile app campaigns reveals an 89 percent average video completion rate, topped by a 10 percent average engagement rate.
Clients of AdColony’s Instant-Play include UFC, a premium cable television network, as well as many Fortune 500 brands.
“AdColony’s initial vertical video campaigns have outperformed marketers’ expectations for this emerging format,” according to the company’s official word. “Powered by AdColony’s Instant-Play HD mobile video technology, brands now have access to vertical video inventory at massive scale across Today’s Primetime mobile inventory, which includes the most popular apps in the world.”
Success stories include work with UFC for UFC 207: Nunes vs. Rousey, where the vertical video ad had a 90 percent video completion rate, as well as a consumer tech/entertainment product release for which vertical video drove a 13.47 percent engagement rate.
Vertical video from AdColony is activated across many of the most popular apps in the world. Here brands have an ability to connect with consumers in a variety of apps beyond social, a category currently returning uneven results.
“As video viewing on mobile continues to grow, so does the demand for vertical video that fills the full screen of a device and captures consumers’ attention,” said Mike Owen, CRO, Global Brand at AdColony. “Our take on vertical video — a format as organic and inviting as video shared from a friend — opens the doors to a new way of thinking about creativity that relates directly to the consumer. The results speak for themselves.”