Virool will leverage on its recent partnership with BidSwitch to enable brands in purchasing vertical video ads through any of the 150 plus DSPs
Virool, a San Francisco-based programmatic video platform launched the advertising marketplace specifically for the vertical video ads to let brands and agencies buy space with publishers using the increasingly popular format. Earlier, Teads.tv announced its entry into the vertical video space, which is dominated by Snapchat.
Virool will leverage on its recent partnership with BidSwitch to enable marketers or brands to purchase vertical video ads through any of the 150 plus demand-side platforms (DSPs) of their choice and agency trading desks such as Google, Yahoo, and AOL
DSPs will sell the format on publisher websites through Virool. An average cost per impression is $15 through the vertical video ad exchange. Ads carry a 100 percent viewability guarantee. The ActivView product suite and in-article native unit, deliver insightful analytics that offers viewability guarantees, emotional resonance, and fraud protection. The video ads pause if less than 50 percent of the pixels are in view. The ads can also include social sharing buttons and customized end cards.
The ad inventory comes in the form of Virool’s Vertical Reveal for mobile, a vertical video ad format for publishers that scrolls into view as the viewer moves through an article on a mobile device, to sell the format to publishers. It was launched on the heels of $12 million investment in 2016. Virool’s vertical videos were first introduced with ads from Chinese drone-maker DJI followed by Cannes Lions International Festival of Creativity in June 2016.
Alex Debelov, the CEO of Virool, said, “A lot of the companies Virool has worked within the past year have been asking for vertical video compatibility. He said mobile engagement on average has been seven or eight seconds, while desktop formats have led to engagement as long as a minute.”
Virool cited the availability of vertical video ads on platforms like Snapchat, Facebook, Instagram, Spotify, and Twitter as proof of the format’s popularity which is firmly established to reach out to millennials
Mobile makes up 60 percent of Virool’s total inventory which doubled in the past year for the company. Vertical videos hold the major chunk of the total inventory. Advertisers that approached Virool for vertical ads have also expanded to other formats.
One of its clients, Catherine Gougeon, Canadian publisher- Groupe V Media’s Digital General Manager, said, “Native video and vertical have been major contributors to new revenue growth over the past year for us which has seen more than 60 percent of traffic to its 25stanley.com site coming from mobile.”
Founded in 2012, Virool has raised $18.62M in funds, served more than 75,000 global campaigns for more than 30,000 global advertisers. The company claims that more than 32841 people are engaging with videos through Virool Platform each moment.