Native ad technology company Sharethrough is partnering with ConAgra Foods for the release of a new in-feed ad product called Video View Ads.
Sharethrough will be distributing video for two ConAgra brands, Orville Redenbacher and Reddi-Wip, in the news feeds of top publisher web sites and apps.
"We are excited to partner with Sharethrough on their Instant Video beta," said Heather Dumford, ConAgra Foods Global Marketing Director. "It provides the opportunity to engage with consumers within publisher feeds like never before."
Video View Ads, which can autoplay silently, provide both publishers and advertisers a high-impact video product that is tailored for the mobile-first generation of media. It also brings publishers up to parity with the ad formats offered by the major social networks.
Sharethrough has been exploring ways to bring additional video revenue to publishers in a format that maintains the quality and user experience of their websites and apps.
At the same time, advertisers have been eager to leverage new video formats that are designed to increase brand awareness and purchase intent.
Motion is an important part of telling a story online, especially when content creators have only a few seconds to capture attention or lose it entirely.
"We anticipate a dramatic increase in the number of people who will experience our engaging video content," said Dumford.
"Consumers will get a chance to see how Orville Gives You More and the opportunity to Share the Joy of Reddi-Wip."
What's new about Sharethrough's Video View Ads?
- Headlines and brand elements to provide context: Internal platform research from Sharethrough shows that the ability to include a headline and description in native video ad units can increase brand awareness by up to 99%.
- In-feed placements drive editorial halo effect: In-feed native ads deliver an ideal user experience and inherent association with the editorial brand they are placed on. In-feed native video has a 82% higher brand lift when compared to pre-roll advertising.
- Instant engagement: Video View Ads play instantly in-feed without sound, allowing users to preview the visual content and choose whether to watch full screen with sound.
- Creative flexibility: Advertisers are able to distribute any length of video.
Publishers will now be able to access Video View Ad demand via the Sharethrough Exchange and will be able to sell directly to advertisers using Sharethrough For Publishers. This immediately opens up an incremental revenue stream for publishers who are looking to add lucrative video inventory. Publishers should be able to demand direct sell CPMs that are 70-120% greater than directly sold pre-roll inventory.