Martech: Martech is Marketing Logo
  • Topics
    • Customer & Digital Experience
    • Digital Transformation
    • Data
    • Marketing Management
    • Marketing Operations
    • Performance Marketing
    • Special Reports
    • All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Customer & Digital Experience » Vertical video ads now available programmatically from Virool and Rubicon Project

Vertical video ads now available programmatically from Virool and Rubicon Project

The mobile ad units take advantage of the increasing popularity of viewing video without having to turn your phone.

Ginny Marvin on May 2, 2016 at 12:00 pm | Reading time: 2 minutes
programmatic vertical video virool rubicon project

Vertical Reveal video ad unit from Virool available via Rubicon Project

With more video being created for vertical viewing (in large part thanks to Snapchat), video distribution platform Virool is launching a mobile vertical video ad unit. Called Video Reveal, the units appear dynamically inline within editorial content on mobile devices, including iOS and Android. The company claims it is the first vertical mobile video ad available via programmatic.

Video Reveal ads are sold with 100 percent guaranteed viewability. The ads pause when less than 50 percent of the pixels are in view. The units also include social sharing icons, and advertisers can customize calls to action and end cards in the video ads. Above is an example of a Video Reveal ad from drone maker DJI.

“We live in a world where content is being consumed on a vertical screen, particularly among millennials whose first digital language is mobile,” said Alex Debelov, CEO of Virool. “Vertical Reveal from Virool is the next adaptation of outstream, bringing brands closer than ever to their audience.”

The ads auto-play on mute when users scroll down to view more than half of the ad. They can click on the ad to start the audio.

Publisher The Daily Dot is among the early testers of the Vertical Reveal unit. “In the past year, video has been a huge source of our incremental growth as the demand has surpassed what we have supply for,” said Mike Foley, Director of Programmatic at The Daily Dot in a statement. “With more than 60 percent of our site traffic coming from mobile web, we are always looking for new revenue sources and vertical video has the potential to become a big part of our video monetization strategy. We’re excited to begin testing the Vertical Reveal unit with Virool as the industry continues to adapt to vertical habits.”

Ad tech firm Rubicon Project will continue to be the exclusive programmatic provider of Virool’s ad units for advertisers and publishers, including all video advertising on desktop and mobile web.

“This new ad unit captures the excitement and innovation that is going on in video right now,” said John Peragine, Head of Video, Rubicon Project. “Marketers are always looking for new ways to leverage the emotional engagement and performance that video delivers, and this unit achieves that in a way that nothing before it has.”


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    TransUnion partners with Canvas Worldwide to boost omnichannel CX
    A new way to find the tech talent you need 
    The only two things that matter in marketing
    How marketers are preparing for the future of in-game ads
    How CDPs transform donor experience for a nonprofit organization

About The Author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.