AdColony has made a new addition to its mobile ad platform, Aurora HD interactive video ads. This is the company’s unique creative format that falls under playable ads in the industry, whereby users can tap on a particular ad and start playing an app or game. However, AdColony Aurora interactive ads go beyond games, instead it will help advertisers to get consumers to be interactive and more engaged with video ads as well as its animated content. This is quiet significant especially taking into consideration that AdColony has run over 26 billion minutes of mobile video ads and driven 78 billion ad impressions since 2011.
“It delivers more immersive experiences for the user and allows brands to tell stories in more interesting ways,” said Will Kassoy, CEO of AdColony, in an interview with GamesBeat. “It’s more than pushing a one-way message. Brands are more interested in driving engagement. We are seeing engagement rates in these ads far surpass anything else we’ve done in the history of AdColony.”
Streaming ad technology requires a lot of bandwidth, and that limits the number of devices that playable ads can reach. AdColony’s SDK can negate these issues in that it can tailor the ad, so that it can be efficient on the particular hardware that it is running on. And so it can deliver Aurora HD video ads that show things like translucency, particle effects, rumble, 360-degree video, lighting and shadows, physics, and other immersive graphics capabilities of a regular smartphone.
“What makes us unique from the other playable technologies is that we leverage both the cloud and the technology on every device,” Kassoy said. “That allows us to do playables in a way that is super snappy and has a very high-quality user experience. No one else is the market is doing this today.”
Kassoy said, “We believe this is the next generation of playables. We’ve been a pioneer of innovation in video ads. In our mind, this will be our new palette of creativity for the next four years. Our vision at AdColony was always around innovation and a passion for video. We believe the future of mobile video advertising is all about high quality, immersive brand experiences in moments where consumers are spending a lot of time and attention.”