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Adidas pilots native video ad format


Adidas has enlisted marketing technology company Unruly for its latest #predatorinstinct campaign, and as part of the partnership is piloting Unruly’s new In-Feed format. The new format adapts to the look and feel of a Web page in real time across the Open Web.

In-Feed uses Unruly’s proprietary Liquid Layout Technology to enable advertisers to deliver native video ads at scale across the Open Web. The new format injects sponsored videos seamlessly into any website's content stream in a style that matches the site's layout and design, which according to Unruly, provides “an infinitely flexible, truly native experience for mobile users.”

Unruly added that advertisers are only charged when at least 50% of their ad is in view for three continuous seconds, exceeding current IAB guidelines on viewability, which recommend that a video ad is in view for two continuous seconds. All ad content is also fully disclosed according to IAB guidelines, Unruly said.

"There's a growing expectation that social ads will be delivered as part of the content stream and deeply integrated within the content experience rather than being shoved off in a sidebar or banner," said Scott Button, founder and CEO at Unruly. "Facebook premium video ads are set to shake up the video ecosystem and Unruly is now providing advertisers with even more choice, allowing them to launch in-feed video ads across the Open Web, in premium media environments."

Additional benefits of the In-Feed format include:

  • Any video length, so there's no cap at 15 seconds;

  • Seamless user experience: videos begin to play silently when they are viewable on the screen. Users tap or click the video to activate a full screen immersive video experience on mobile devices;

  • Programmatic audience targeting: the format is fully integrated with Unruly Activate's programmatic insight engine for real-time optimization and reporting;

  • Sharing functionality and third party tracking available as standard, click-through URLs also supported on view completion.

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