A new video format is launching that means any video ad can now automatically be placed on the most effective screen – brands no longer need to create a different video format for computers, tablets and smartphones.
Jason Trout UK MD Exponential, “Due to the increasing proliferation of digital devices, advertisers have struggled to reach consumers at scale with video. VDX solves this fundamental problem by taking the power of the TV format – sight, sound and motion – but fusing it with digital’s richer targeting ability across different screens.”
Digital advertising company, Exponential Interactive, today announced the launch of their proprietary, scalable video ad formats, VDX.
As consumer use of multiple digital devices grows, advertisers have struggled to provide a consistent brand message using video across multiple screens. Solving this for the first time, VDX is made available across multiple types of media – from in-page display, to tablet, smartphone and in-stream – providing the same brand experience across these devices to ensure full immersion and consistency for users at scale.
Furthermore, VDX ad formats take the advantages of television and video advertising and enriches them with the benefits of digital advertising – namely, the abilities to target consumers most relevant to a brand, and for them to choose to interact with the brand through an immersive video-centric experience.
VDX formats are entirely opt-in to provide consumers with non-intrusive, brand-positive interactions.
“Video is the most powerful vehicle to communicate a brand’s message,” said Doug Conely, chief strategy officer for Exponential. “However, when consumers lean forward and choose to engage with a brand’s video messaging, it is a much more positive, influential experience than the passive, lean-back experience that is typically associated with forced, non-interactive, one-way TV ads or pre-roll video.”
VDX is powered by Exponential’s platform which processes over 2 billion user events per day to segment consumers based on over 50,000 interests to identify those most likely to be receptive to the video content.
Examples of Exponential’s VDX formats can be seen in this video.