Video is one of the most engaging types of ads in the mobile ecosystem and it drives strong results for our advertiser partners. Our most recent S.M.A.R.T. report shows five times the engagement rate when comparing video ads with traditional banners, which is one reason we’re so excited about our new Lightbox format.
Up until now, video ads generally mirrored desktop implementations. By contrast, our new Lightbox ad unit is an innovative native video ad experience that uses specific mobile functionality. Lightbox displays a video within a companion banner ad, which opens up premium inventory opportunities for publishers previously unable to offer video. It also provides more inventory for advertisers looking to run native and video formats.
The ad format is a native video placement that expands to full-screen video when the user touches it. The Lightbox unit is optimized to the individual user’s screen, too, so it works across all types of devices and operating systems. Using the full mobile functionality of touch, sound, and video makes for an extremely engaging ad experience. It also preserves the user experience, since our supply partners don’t have to build in new placements to make Lightbox work. (That’s the beauty of a well-executed native ad!)
The Lightbox even has a companion banner which can increase share of voice and provide an opportunity for additional messaging.
This new ad placement, available thanks to mmSDK 6.0, creates premium video inventory from publishers who have not traditionally offered mobile video. This will open up new opportunities for advertisers to target their video advertising to both the audience they are aiming to reach and within content experiences and environments they feel are most appropriate for their brand.
Millennial Media aims to make mobile simple for our partners, and the Lightbox ad unit does just that by opening up beautiful, engaging mobile video ads with little disruption to the user or the publisher. To learn more about our new Lightbox ad unit, contact Millennial Media today.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.