AdColony, the independent mobile ad platform, has just released some positive results for selected Instant-Play HD Vertical Video launch campaigns for brands including UFC, the cable TV network. The insight highlights that vertical video ads by AdColony were completed to an average 89% with a 10% average engagement rate. That, the company says, outperforms marketers’ expectations.
Having examined the engagement rates for the UFC 207 Nunes vs. Rousey campaign, AdColony found that time-spent with the Dynamic End Card after viewing the video was upwards of 12 seconds per user. UFC utilised the Dynamic End Card format to drive purchase intent and online orders. Overall engagement rates were boosted by 13.5%.
Here’s what the campaign and Dynamic End Card look like:
Vertical Video Instant-Play formats are available via AdColony’s SDK. Brands can tap into app-optimised formats to connect their audiences with vertical video in-app. With consumers now spending 57% of their time using their apps, advertisers have taken not.
Kristen Bankosz, Marketing Manager, UFC, says:
“We were excited to partner with AdColony to activate our vertical video creative to reach our audience across their individual mobile lifestyle. AdColony allowed us to align with a wide range of our viewers’ passion points and drastically increase our overall reach and frequency. We were eager to test the interactivity of Dynamic End Cards in the vertical format and are thrilled with the results.”
Whilst vertical ads aren’t usually the most enticing formats to engage audiences, AdColony’s Dynamic End Cards let consumers swipe, tap, watch and purchase brand experiences. The feature adds a next-level engagement tactic to any video experience.
Mike Owen, CRO, Global Brand at AdColony, explains:
“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. 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.”