Audi Debuts Vertical Video Ad Format for Le Mans

audi-PR_420x604pxAutomotive 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.

“Celtras 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 audiences in a non-intrusive way, playing video as users scroll through the site and responding directly to native gestures.

Reactive video is a highly engaging format that opens up a wealth of new creative possibilities as well as engaging users in a friendly, mobile-first way. Together with short form vertical video, it is part of Celtras ongoing vision to improve user experience in brand advertising, and bring brands closer to consumers.

“Video content consumption on mobile devices is significantly different compared to desktop,” said Matevž Klanjšek, chief product officer and co-founder of Celtra. “With attention spans getting shorter, consumers expect ads to be super compact, short and consumable without much effort.

“Reactive video and especially short form vertical video are designed specifically for a mobile environment. They both offer a bite-sized, instant and extremely impactful branding experience that fully leverages the mobile screen and is at the same time rewarding and enjoyable.”