Mobile brand advertising specialist Kargo and Celtra, a specialist in technology for display and video advertising, announced a strategic partnership focused on bringing Celtra’s recently launched vertical video solutions to market across the publishers in Kargo’s mobile brand marketplace.
The partnership will allow Kargo to activate jointly created video formats powered by Celtra’s mobile video technology across its existing publisher base.
In addition, the partnership enables Celtra’s short form vertical video units to be embedded in unique placements on these publishers’ properties made possible only by Kargo’s proprietary technology.
"Lately we've seen overwhelming demand for mobile video, and high interest in vertical video. We knew that the fastest way to service the brands and agencies we work with around vertical video would be to join forces with Celtra, one of our longstanding partners," Harry Kargman, founder and CEO of Kargo, told eWEEK. "When paired with Kargo’s own proprietary technology, high level of service and premium inventory, the advances Celtra has made around cutting-edge vertical video technology is a natural win-win for our customers."
Celtra’s AdCreator 4 is built to run large-scale and complex campaigns and is comprised of a single platform for streamlined ad creation, performance optimized serving and consolidated reporting with common metrics across all screens.
Kargman explained one of the greatest challenges facing mobile advertising generally and mobile video ads specifically can be summed up in the question of what mobile-first formats will work on these devices?
"One way to address this question is through the use of vertical video—which is designed specifically for mobile, makes the best use of all of the screen’s real estate, and respects user behavior, even in some cases going as far as to create full vertical-video ads without any sound that could blare from a device unexpectedly," he said. "Another question we need to ask is where we should be running these ads. Using mobile video ads again as an example, it does not make sense to port traditional 15- or 30-second TV ads onto mobile content with a run time of one to two minutes."
Through the partnership, brands can create full-screen video experiences suited for mobile and allows brands to transform TV ad spots into bite-sized, video experiences that are tailored to the ways video content is consumed on mobile devices.
"We are really only at the beginning of what can be done in mobile. Mobile is not another screen, it is an entirely different content experience," Kargman said. "Reshaping the video experience from a mobile-first perspective will change advertising dramatically--from how agencies and brands produce concepts to how advertising is executed to what the consumer experiences--and that is exciting."