SYDNEY — JUNE 10, 2020 — AdColony, the in-app marketplace for brands, has released a new Stories ad format to enhance its mobile video ad product in response to the recent shift in consumer mobile behaviour which has seen a strong uplift in mobile gaming.
As a proven format for brand engagement, AdColony Stories will provide additional scale for advertisers by being able to tap into AdColony’s 17 million uniques. This will be the first full-screen stories format to exist within the mobile gaming environment and apps outside of social media. Vodafone Foundation Australia is one of the first corporates to utilise this ad format to promote their COVID-19 fighting app, DreamLab.
DreamLab, a multi-award winning app, uses the processing power of an idle phone to help crunch COVID-19 research data. The app was originally created together with the Garvan Institute to help solve cancer, using mobile data to assist researchers in working towards personalised treatments.
“By simply downloading the DreamLab app and plugging in your phone overnight, the app will use the processing power of your phone to help crunch COVID-19 research data, sending the results back to our research partner Imperial College London,” said Vodafone Australia’s PR manager Sophie Cotterill.
Vodafone Foundation is utilising AdColony’s Stories format to drive engagement and create a simple path for consumers to visit the App Store and Google Play Store and download the DreamLab app. With AdColony Stories, Vodafone Foundation has been able to showcase campaign creativity with content that has been tailor-made for the format, allowing consumers to experience full-screen video on mobile.
“At AdColony, we predominantly work with leading mobile game publishers and have noticed gaming is increasingly becoming a social territory, which gave us the idea for the Stories format,” said AdColony’s sales manager ANZ James O’Driscoll.
“We are really excited to be working closely with Vodafone Australia, and particularly proud to be supporting this campaign by helping to increase the number of DreamLab app downloads to fast-track COVID-19 research” he continued.
The captive nature of in-app gaming lends itself naturally to promoting the DreamLab vs COVID-19 initiative. The high engagement capabilities of the format will entice consumers to “swipe up to download” the DreamLab app, communicating the campaign’s key message of “#JoinTheDreamTeam” and “help fight COVID-19 in your sleep”.
“We know engagement in mobile gaming apps is far higher than any other environment, due to the captive attention from consumers. There is a clear value exchange in that consumers expect to be served an ad upon reward or in-between levels, choosing to engage with the content in order to continue playing” said James O’Driscoll, AdColony’s Sales Manager, ANZ.
About Vodafone Australia
Vodafone Hutchison Australia (VHA) is an Australian telecommunications company providing mobile and fixed broadband services. VHA’s 4G mobile network covers more than 22 million Australians, and the company has commenced the rollout of its 5G mobile network. Vodafone nbn™ fixed broadband services are available in capital cities and selected regional centres. VHA’s unique consumer and enterprise initiatives include $5 Roaming and no lock-in handset plans for mobile customers, and Instant Connect and 4G back-up for fixed customers.
AdColony is one of the largest mobile advertising platforms in the world with a reach of more than 1.5 billion monthly users globally. AdColony’s mission is to drive business outcomes that matter for advertisers and publishers using its best-in-class mobile technology, the highest-quality mobile ad experiences and leveraging its curated reach. AdColony is known throughout the mobile industry for its unparalleled third-party verified viewability rates, exclusive Instant-Play™ and Aurora™ HD video technologies, rich media formats, global performance advertising business, programmatic marketplace, and extensive SDK footprint in the Top 1000 apps worldwide.