Adello: Video advertising next to, instead of above content
The mobile media platform offers great potential for video advertising, but has struggled to gain acceptance among consumers. A new form of advertising now makes it possible, for the first time, to run mobile video campaigns alongside editorial content rather than on top of it—and with unlimited reach.
Net-Metrix, the independent Swiss authority for Internet usage research, reports traffic growth of over 1.6 billion mobile page impressions in its mobile publication over twelve months. This corresponds to an annual growth rate of over 85 percent. Within the mobile media category, video is the biggest traffic growth driver, which is linked to the ever-improving performance of devices, faster wireless connections, and declining subscription costs.
Great potential for the advertising industry
Until now, the reach potential of video campaigns on the mobile touchpoint was technically very limited. Three hurdles were responsible for this: First, a "player" that can interpret and play out video file formats is required for the control of video advertising in the source code. Such a player is not available by default on the high-usage content. In addition, it is the mobile operating system (iOS) itself that prevents the automatic launching of video files. For this reason, TV spots could previously only be extended to mobile via IPTV providers (Zattoo, Teleboy, Wilmaa), which was only possible with a time limit (normally ten seconds) in addition to the very limited range. The biggest problem from the user's point of view was that video advertising necessarily covered the editorial content instead of appearing next to it. The result was acceptance problems among consumers.
"Inlay video-stitial" pioneer campaign with Chevrolet
With the inlay video-stitial Adello extends its premium rich media innovations for the algo- rithmic targeting technology "AdCtrl" by a strategically important step. The new advertising template fully solves the existing problem and makes it possible for the first time to exploit the full reach potential for mobile video advertising. As a premiere in the Swiss market, the inlay video-stitial is not placed on top of the editorial content, but in between it. It is equipped with an autostart function, for the first time has no time limit and also supports an optional audio track. Partner for the pioneer campaign is the car manufacturer "Chevrolet" in cooperation with Isobar/Aegis Media Central Services. For the first time, a TV spot is thus brought directly into the daily routine of its target group via the largest Swiss publishers such as 20 Minuten, Blick, NZZ, Teleboy and Cineman. All the familiar tracking and targeting options of mobile advertising (geo-location of users, weather, time, end devices, contact frequency control, retargeting, etc.) can also be applied to the new template of the inlay video-stitial.
Showcase: The "inlay video-stitial" in the live showcase at Static.adello.ch or direct call via QR code.
