Mobile advertising marketplace Adfonic has launched an integrated mobile video advertising product, which enables plan and buy video campaigns across Adfonic’s iOS and Android inventory. The platform provides a seamless transition, the company says, between an ad within a mobile site or app and a high-quality video commercial, and back again once the video is finished.

“Mobile sites and applications are now attracting audiences comparable with those of popular television programmes, and mobile video advertising campaigns can bring the brand engagement experiences and quality of TV and cinema advertising to mobile,” says Paul Childs, Adfonic CMO. “We are proud to have developed the industry’s first end-to-end engagement metric, giving advertisers real-time insight into how users are interacting with the video elements of their mobile ad campaign, which is unheard of with TV or cinema advertising.”

Adfonic’s engagement score metric tracks individual users’ viewing time, in order to assign it an engagement score, which can be used alongside traditional metrics such as number of clicks and the click-through rate to provide a real-time view of user engagement time with the campaign.