Video ad tech company Unruly is launching a new vertical video ad format for the APAC market.
The new outstream video unit – which can be bought programmatically or via Unrulyâ€™s sales team – can be distributed across the Open Web, allowing advertisers to unlock the power of mobile video.Â Given the rise of the usage of mobile and consumption of content on the platform, Unrulyâ€™s new ad unit, compatible with both iOS and Android device, displays ads the same way viewers consume videos on their mobile devices.
Recent research has found that a third (29%) of videos are viewed vertically (Mary Meeker Internet Trends), while according to the Unruly Mobile Video Survey almost a third of Southeast Asians find it annoying when they have to turn their phone horizontally to watch an ad – 14% higher than the global average.
Meanwhile, 43% of Southeast Asian consumers use rotation locks on their phone to keep their phones in vertical mode – 27% more than the global average. Two-thirds of Malaysians (65%) say they prefer to watch an in full screen rather than in a small window.
Some benefits for users of this new vertical as format, said Unruly in a press statement is that the vertical video content can be inserted into contextually relevant articles, maximising attention. The format only begins to play when the video is in-view, and can be shared or scrolled past at any time, giving users ultimate control. The format loads after the editorial content and only plays sound when the viewer has actively activated sound using in-board controls.
To help brands create best-in-class content for this emerging format, Unruly today also announces the launch of the Vertical Video Collective – a network of mobile-first content creators specialising in creating video for vertical viewing.
Phil Townend, Unrulyâ€™s chief commercial officer, APAC, said: â€śThe 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 thatâ€™s engineered to succeed in a mobile viewing environment.â€ť
Unrulyâ€™s vertical video format is also available in the UK, Germany and the US.