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BizReport : Advertising : September 11, 2014

Unruly launches new video ad format for 'truly native' experience

A new ad format has been launched by Unruly that allows brand content to dynamically adapt to the layout around it creating a 'truly native' experience.

by Helen Leggatt

unruly-logo1.pngThe new Unruly in-feed platform will enable advertisers to deliver native video ads, at scale, across the web. The new format is mobile-optimized in response to a growing demand to reach consumers on smartphones and tablets.

The in-feed format uses "Liquid Layout Technology". This means that the ads dynamically reshape themselves depending on the format of the surrounding content. According to Unruly, this provides a "truly native" experience.

As per Facebook's newsfeed video, content will play silently until clicked. There will be no restriction on video length and a click-through URL can be displayed on completion.

"For publishers, this format provides a great option to utilize their mobile ad inventory and ramp up mobile and video revenue. Because the format is dynamically injected into the content feed, there's zero set-up required from the publisher and we're providing clear disclosure for consumers," said Kenneth Suh, Senior Vice President of Global Business Development at Unruly.

Check out a demo of the in-feed format here.

Tags: ad format, advertising, mobile advertising, native advertising

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