Advertisers around the world have embraced mobile video, and in a relatively short time, it has become one of the most important channels in all of advertising for marketers of all sizes.
Knowing this, we’re incredibly excited to unveil the latest evolution of our mobile video technology, Aurora™ HD Video, a game-changing interactive video ad format that is fundamentally changing how advertisers can engage consumers on mobile.
The technology allows advertisers to immerse viewers in video like never before, and the product is centered around the combination of four unique technologies:
- In-video interactivity. In the past, “interactive video” in mobile advertising meant placing basic overlays or buttons on top of the video. That’s not Aurora™, which allows users to touch, tap, tilt, shake or swipe their devices to truly affect what is happening on the screen.
- Life-like graphics. Aurora™ taps into powerful graphic technologies to give marketers tools and capabilities usually only possible in professional CGI and gaming. From custom particle effects and realistic textures to lighting effects and a physics engine, Aurora™ allows advertisers to create a more immersive and realistic experience for the consumer.
- Ads you can feel. As consumers interact with the video in front of them, their phones will physically react by rumbling and shaking, bringing the viewer into the experience even more.
- HD quality and zero buffering. Much like our award winning Instant-Play™ HD technology, there is no buffering, and these ads load instantly.
We know that advertisers are some of the most creative people in the world, and Aurora™ was built to let them showcase that. Whether a brand wants to give a viewer the ability to instantly change video from day to night, or build a shopping cart in real-time by clicking on the items they are interested in, the possibilities are nearly endless.
Aurora™ campaigns will run across North America, EMEA, and APAC, and the first advertisers are Disney, Buffalo Wild Wings and Genesis Motors. The Disney campaign was live last week, promoting the recent release Pirates of the Caribbean: Dead Men Tell No Tales.
In the Disney campaign, consumers are shown a custom trailer for the film and are sent on a “treasure hunt” to look for and tap specific items on the screen. For every item found, they are rewarded with exclusive video content from the film. You can view the experience here.
Since launching Instant-Play™ in 2011, in-app mobile video has been core to the AdColony business, and Aurora™ HD Video represents the evolution of our technology. We can’t wait to create great work with our partners, and we’ll be showcasing highlights in the coming months.