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AdColony launches immersive mobile video format

AdColony, the independent mobile advertising platform, has launched Aurora HD Video, a suite of interactive mobile video creative products which allows advertisers to immerse consumers into video content to deliver branding and engagement goals with TV-like reach.

Powered by AdColony’s Instant-Play technology, the video gives marketers access to graphic capabilities, interactive content that is enhanced with haptic effects and other native mobile capabilities.

“The future of mobile video is here, and, it is very different from what anyone has experienced yet.Video ads have always been a one-way street, yet, users want more than that. They want custom graphic effects that provide a life-like experience and content that rewards them for interacting with it,” explained Vikas Gulati, managing director of AdColony for Asia Pacific.

From creating fully shoppable video experiences, to changing backgrounds, to switching between concurrently-running videos, Aurora HD Video allows users a range of ways to interact and personalise the experience on their screens.

As one of its first advertisers, AdColony partnered with Disney to launch a mobile campaign for its global blockbuster release: Pirates of the Caribbean: Dead Men Tell No Tales which ran in the U.S. and APAC.

The campaign comprises an online treasure hunt that allows users to unlock rewards by engaging with the content in front of them. As a custom trailer for the film played, consumers tapped specific items on the screen, and were rewarded with exclusive video content from the film for everything they found.

Added Mr Gulati, “Mobile is no longer just an extension of TVs or digital videos. Mobile creative requires crystal clear sound and picture quality, buffer-free video playback in apps, and a variety of post-video experiences to drive consumer actions. We are excited to have Disney as our very first Aurora advertiser and look forward to delivering results on brand and performance levels.”