Exponential launch range of new video ad formats to drive online video spend

“The key to successful video advertising is not thinking about it like TV advertising”

Marketers now have access to a new range of highly engaging video ad formats to harness the growing popularity of online video across different devices, courtesy of Exponential Interactive, the global provider of advertising intelligence and digital media solutions.

All three new units are perfected video ad formats that expand when a viewer interacts with them. ‘Blaze’ is an expandable ‘billboard’ video format, ‘Ad Engage’ expands within in-stream video players, and ‘Video Snackbar’ is an expandable ad for mobile devices.

The units come from Exponential’s video and mobile audience engagement divisions Firefly Video, Adotube and Appsnack, respectively.

“The key to successful video advertising is not thinking about it like TV advertising, which the industry seems intent on moving towards. In fact, these new units are what video advertising should have been if it hadn't been invented more than 50 years ago,” says Doug Conely, Exponential’s chief strategy officer.