Mobile brand advertising marketplace, Kargo, has partnered with Celtra Inc., the tech company for data-driven brand display advertising, to launch vertical video for premium publishers in Kargo’s invite-only mobile brand marketplace.
Kargo and Celtra roll out vertical video
Whilst the majority of mobile video in-stream ads are being delivered by a technology not designed for the mobile screen and marketers try to run unmodified TV spots on mobile, Celtra’s vertical video solution has been specifically created for mobile ads and hence provides a better experience for display inventory across full-screen HD and short-form video.
Harry Kargman, CEO and Founder, Kargo, says:
“With 92% of 18-34 year olds now consuming video on mobile devices, it is critical for the industry to rethink video from the mobile point of view. With this partnership, Celtra and Kargo will help make video advertising on mobile devices more effective for brands and publishers and more engaging for consumers by creating truly mobile-first experiences.”
As part of the deal, Kargo will now be able to activate video formats powered by Celtra’s mobile video technology across its premium publisher base. Celtra short form vertical video units can also be embedded in placements on these publishers’ properties. Brands can easily create more natural mobile full-screen video experiences, helping to transform their TV ad spots into smaller, more impactful videos for mobile devices.
Mihael Mikek, CEO and Co-founder, Celtra, adds:
“It is becoming obvious that users aren’t willing to tolerate poor advertising user experiences on mobile. The market needs better solutions that are designed for today’s content consumption trends. Through our partnership with Kargo, we will be able to combine our newest technology with their breakthrough creative capabilities and premium inventory – an unmatched, scalable combination in the market – to deliver turn-key solutions for advertisers that really move the needle.”