Audi debuts new vertical, reactive video ad formats

DetailsMichelle Clancy | 10 July 2015

Celtra has released two mobile video ad formats: short form vertical video and reactive video, with the former employed by Audi for the Le Mans campaign.

The short-form vertical video format enables brands to transform their TV ad spots into mobile video ads that are tailored to how video content is consumed on mobile devices. Celtra said that 98% of the time, smartphones are used in portrait mode and users are extremely unlikely to rotate the device in order to watch an ad. The short-form vertical online video format serves portrait video content, leveraging the full screen of the device.

Celtra said that in Audi's case, the vertical format over-performed all key metrics, delivering 36% video completion rate, which is 80% above the Celtra Q1 2015 benchmarks for the automotive industry.

The reactive video format meanwhile plays the video as users scroll through the site, responding to native gestures.

Both formats are designed to run on standard display ad placements including large inline banners and interstitials.

"Video content consumption on mobile devices is significantly different compared to desktop," said Matevž Klanjšek, CPO and co-founder at Celtra. "Always-connected, on-the-go and constantly interrupted by various notifications, users consume content in many very short bursts throughout the day. With attention spans getting shorter, consumers expect ads to be super compact, short and consumable without much effort. Reactive video and especially short form vertical video are designed specifically for a mobile environment. They both offer a bite-sized, instant and extremely impactful branding experience that fully leverages the mobile screen and is at the same time rewarding and enjoyable."