AdColony sees big leaps in ad outcomes with mobile vertical formats | Ad Tech | News | Rapid TV News
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Mobile advertising and marketing platform provider AdColony has reported an 89% average video completion rate and 10% average engagement rate for its initial vertical video for mobile.

UFC adsThis, the company said, outperformed marketers' expectations. The Instant-Play HD Vertical Video launch campaigns included initiatives for UFC 207: Nunes vs. Rousey, a premium cable television network, a global consumer tech and entertainment platform and other Fortune 500 brands.

The vertical video inventory is available at massive scale across the company’s prime time mobile inventory. AdColony's vertical video  also provides fully immersive Dynamic End Cards that offer ways for consumers to swipe, tap, watch, purchase and otherwise engage more fully with brand experiences.

For the UFC, the vertical video ad had a 90% video completion rate to meet the goal of driving awareness of UFC 207 athletes Amanda Nunes and Ronda Rousey and clicks to order the fight on pay-per-view.

For an undisclosed premium cable television show premiere, the goal was generating awareness of the new show and driving tune-in to the premiere date. Time spent with the Dynamic End Card after viewing the video was upwards of 12 seconds per user.

On the consumer tech/entertainment product release front, to increase purchase intent and online ordering for the release of its newest product, the brand's vertical video campaign drove a 13.47% engagement rate.

“We were excited to partner with AdColony to activate our vertical video creative to reach our audience across their individual mobile lifestyle,” UFC content marketing manager Kristen Bankosz said. “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.”

“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,” added 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.”