AdColony is definitely “bringing its A game” to video on mobile.

The largest independent mobile advertising platform, AdColony told MAW staffers at the start of the week that it is launching “Aurora HD Video.” Aurora is a suite of new interactive mobile video products the company believes will fundamentally change how consumers engage with video content.

“The Aurora video suite allows advertisers to immerse consumers into video content in a way never before seen in mobile advertising, while also providing the scale to deliver TV-like reach with real results,” an AdColony spokesperson explained.

Powered by AdColony’s Instant-Play tech, the new video framework leverages interactive content, haptic effects, and other native mobile capabilities to captivate and engage users. Aurora also taps into the powerful graphic technologies of WebGL to give marketers graphic capabilities usually reserved for professional CGI and gaming design — including custom particle effects, textures, lighting, and a physics engine that offers more realistic and life-like experiences for viewers.

Now brands have greater opportunities to showcase creativity and deliver unique experiences that meld with their specific branding and engagement goals.

“From creating fully shoppable video experiences where consumers can tap to add items to a cart, to swiping to make video content switch from day to night or rain to shine, to switching between concurrently-running videos in a “choose your own experience” style campaign, Aurora allows consumers to touch, tap, tilt or swipe a running video to truly affect what happens on screen,” said Will Kassoy, AdColony CEO.

The first advertisers on board are Disney, Buffalo Wild Wings, and Genesis Motors (along with their agencies OMDe, Horizon Media, and Canvas Worldwide) who will run campaigns with the new ad formats. Those initial campaigns are slated to run across North America, EMEA, and APAC. Each campaign is being built with the AdColony in-house design team, Skylab, with custom creative that leverages the functionality of Aurora video.

“Some people may tell you that there has been interactivity in mobile video for years, but they are selling the industry short when they talk like this. Interactive video should not just be placing an overlay or some buttons on top of a video,” said Kassoy. “Advertisers want consumers to go deep with their brand, and from feeling the rumble of a car as it races down the road, to looking around an environment using an accelerometer and 360 degree video, it’s all about immersion and interactive storytelling. This is what we’re offering with Aurora.”