PadSquad is a mobile rich media company that is using brands’ Snapchat-created vertical videos to build vertical video ads for the mobile web
Snapchat is becoming the camera app that Snap Inc. the camera company wants it to be, and the transformation is coming from an unlikely source: brands. Advertisers are tapping rich media advertising leader PadSquad to transform vertical Snapchat videos into interactive vertical video interscroller ads for the mobile web.
Daniel Meehan, Founder and CEO, PadSquad, said, “We’re taking what Millennials and Generation Z love on Snapchat, and we’re helping brands extend their audience reach across premium mobile web supply. Our vertical video interscroller product introduces a new, modern way of video storytelling that is native to the device and aligned with the behavior of the younger mobile social audience that brands covet.”
Brands and agencies are using the Snapchat app to create a large library of vertical videos at an economy of scale, extracting the assets for use outside of Snapchat’s walled garden. PadSquad then strategically transforms the Snapchat-produced videos into vertical video interscroller ads which can be distributed across its exclusive premium publisher marketplace.
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Since launching vertical video ad formats in January 2016, PadSquad’s vertical ads have grown at more than 1200%. The company’s vertical video interscroller product is outperforming traditional video ads with a video completion rate that is 389% above the industry benchmark.
“Advertisers have been sold infrastructure and metrics, losing their focus on delighting the consumer with the creative they can deliver.”
Examples of brands leveraging PadSquad’s vertical video interscroller ad formats include brands like Elizabeth Arden, ABC, Delta, Activision, Barilla, Pillsbury and many more. In addition to vertical video, PadSquad also offers innovative formats such as 360° video, Interscroller, Reactive Scroll Hover, Glide, Mosaic, and Switch Screen.
Brands are also utilizing PadSquad to transform standard video assets into vertical video aspects that they can use with PadSquad and Snap. In Q3 2017, PadSquad would offer select brands the opportunity to be part of an Alpha program to bring the industry’s first interactive vertical video to market.
PadSquad began offering vertical video ads programmatically in Q4 2016, and the first campaign was launched in April 2017. Meehan added, “Our vertical video interscroller product is outperforming traditional video ads with a video completion rate of 35 times above industry benchmarks. That certainly says something about what’s working in mobile advertising.”
PadSquad has exceeded industry engagement rate benchmarks by more than 200% with rich mobile media experiences built on behalf of a number of Fortune 100 brands.
Currently, PadSquad delivers user-friendly ad formats that render an optimized content stream for a disruption-free audience UX. Additionally, the company also brings the unique combo of audience + advertising dashboard for single-window metrics in real-time.