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BizReport : Advertising archives : June 21, 2016

Ad Roundup: Video, content tools

In today's advertising roundup, two new tools that are launching into the digital space - one geared to vertical video and the other for content.

by Kristina Knight

First, a three way partnership between Unruly, Moat and News Corp has produced a new mobile format - the outstream vertical video format. The first ads can be seen on The Sun and The New York Post websites; the units are both iOS and Android compatible. Marketers can use contextual targeting to insert relevant vertical video content; the ads play when the content is in view. News Corp and Unruly developed the unit while Moat provides the measurements.

Sarah Wood, co-CEO and co-founder at Unruly, said: "The landscape is changing fast and our vertical format will help brands connect more authentically, intimately and effectively with mobile audiences. The Vertical Video Collective, also launching today, will give brands access to some of the freshest video makers, creating content that's engineered to succeed in a mobile viewing environment."

And Yahoo has launched the Storytellers platform, designed to help brands develop, launch and measure content marketing campaigns. Yahoo Storytellers uses content, data and technology to identify consumer insights, and to produce content geared for relevance.

"Content marketing continues to be an area of growth for brands and agencies, but they need a better way to create compelling content that's informed by data and reaches the right audience. That's where Yahoo Storytellers comes in," said Lisa Utzschneider, Chief Revenue Officer, Yahoo. "At Yahoo we're focused on bringing our users the best content available online across our news, sports, finance and lifestyle verticals, and now we're helping our advertisers develop branded content that is even more effective and data-driven."

Tags: advertising, advertising tools, content marketing, Moat, mobile video, News Corp, Unruly, video ads, Yahoo

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