Audi Debuts Vertical Video Ad Format for Le Mans

By Tim Maytom


Automotive manufacturer Audi is deploying a new short form vertical video format developed by display advertising firm Celtra as part of a campaign tied into the world famous Le Mans 24 hour race.

The vertical video format enables brands to transform traditional TV spots into attractive and punchy video ads for mobile that are tailored to how content is consumed on smartphones, which are held in portrait mode 98 per cent of the time. Users are extremely unlikely to rotate their device for advertising messages, so by serving portrait video, the full screen of the device is leveraged.

“In consideration of our brand values, we are constantly looking for innovation and Vorsprung in media and aim at partnering closely with suppliers who are able to spearhead and deliver media first,” said Giovanni Perosino, head of marketing communication at Audi.

“Celtra’s new mobile technology is born from consumer insights and is perfectly merging media and creative. The campaign performance exceeded expectations by far – achieving results 80 per cent above industry benchmarks.”

The vertical video is one of two new ad formats introduced by Celtra, the other of which is reactive video, which aims to introduce brand video content to mobile …read more

Source:: Mobile App News