NEW YORK, Nov. 17, 2016 /PRNewswire/ -- MediaBrix, the mobile-first video ad platform that creates the most receptive brand experiences by delivering value and context during emotionally meaningful moments, announced today its support of new vertical video and 360-degree experiences for mobile app environments. MediaBrix's new formats are the first of their kind offered by an ad platform, and will deliver brand creative designed with 360 assets or vertical video to mobile users during curated moments across over 1,000 apps.
Vertical video is the first advertising medium truly tailored for mobile, as vertical has quickly become the dominant app orientation preference for users. In fact, more than 90 percent of the Top 100 iOS apps (based on monthly active users) have a fixed vertical orientation, and MediaBrix's sampling of more than 1,000 premium apps indicates that 86 percent are designed for vertical use. However, the majority of mobile video (pre-roll, mid-roll and interstitial) is still delivered horizontally, which results in an inadequate user experience with low receptivity.
As a result, mobile users aren't engaging with horizontal ads. For instance, Snapchat reports that vertical video ads on its platform garner nine times the completion rates of horizontal video ads. Additionally, in a recent primary research study, Neuro Research - Brand Receptivity in a Mobile Environment, MediaBrix found that user engagement was both amplified and more meaningful when the delivery method is a vertical and embedded into the app experience. The study tested a standard full page video interstitial (mid-roll) to understand users' real-time reactions and engagements, and found:
- Nearly 70 percent of users don't rotate their phone when served a horizontal video ad -- of that group, users watched only 14 percent of the ad
- Most of the time viewers watched the horizontal video ad was spent searching for the 'X' button
- In contrast, vertically presented video ads were completed 90 percent of the time
"Our mission at MediaBrix has always been to focus on the needs of mobile users and to put the human experience at the center of the ad delivery," said Ari Brandt, CEO and co-founder of MediaBrix. "It's the user's world we're entering, and the advertising has to respect it in order to be welcomed. Portrait-style vertical video and 360-degree experiences are vital steps in our goal to prioritize user needs, desires, and habits to drive real mobile engagement."
MediaBrix's latest move into vertical video utilizes the majority of the screen, as well as immersive 360-degree experiences, allowing brands to present their messaging in the most captivating video forms consumers love. MediaBrix's extensive network of premium apps will be ready to support brands as they invest more in vertical video and 360 experiences, so brands can get more mileage and quality engagement from their new formats.
"We know that for real brand performance on mobile, format is a critical part of the equation -- the more the ad naturally fits into the consumer's mobile environment, the better the brand will connect with the consumer, said Jeremy Sigel, Global Director, Partnerships & Emerging Media at Essence Digital. "That means adapting to the vertical app experience to which consumers are accustomed, and MediaBrix is doing just that with the release of vertical and 360 experiences."
To learn more about how you can integrate MediaBrix's vertical video or 360 mobile experience video into your marketing strategies, please visit www.mediabrix.com/products.
MediaBrix is an award-winning in-app mobile video ad platform that creates the most receptive brand experiences for users by allowing brands to deliver value and context during emotionally meaningful moments. The world's top brands trust the MediaBrix mobile product suite to create engaging, authentic connections with users through proprietary emotional moment targeting, contextualization, and value. Hundreds of leading brands and over 1,200 of the world's premium app publishers leverage the MediaBrix platform to deliver over 500 million user-centric Breakthrough Moments (BTMs®) to 155 million global mobile users each month. With offices in New York, Los Angeles, San Francisco, Chicago, Detroit and Toronto, MediaBrix has been recognized by the Inc. 5000, Entrepreneur 360, and Stevie American Business Awards. For more, visit www.mediabrix.com.