Native advertising service Sharethrough has released a new in-feed ad product called Video View Ads. This offering lets advertisers increase their reach by capitalizing on video viewing and is available through the company’s Ads Manager. Sharethrough has partnered with ConAgra Foods as its launch partner.
Advertisers are spreading their marketing dollars across a variety of content, including display ads, short brand stories, and even big, cinematic-quality content. Sharethrough believes that with this proliferation of content comes concern about how to leverage it. So, since advertisers have produced creative campaigns across Twitter, Facebook, and other media, why not use them on publisher sites?
Within the Ads Manager, advertisers can choose a type of content engagement unit, like a card or video view unit, which is the instant play video. They can then upload their video, add a headline, and include a brief description to help increase brand awareness. All ads will be displayed in-feed, so as to look like regular content, and will not have any sound when autoplaying.
Sharethrough claims that in-feed native video results in an 82 percent higher brand lift when compared to pre-roll advertising. Additionally, it says that publishers are looking at supporting video on their sites because they can demand direct-sold native Cost Per Thousands (CPMs) that are 70-120 percent above pre-roll CPMs.
Of course, with the support for videos, advertisers will likely also be able to use these files within Continuous Campaigns, which Sharethrough debuted in July. The company is not the only one thinking along these lines, which harken back to the repurposing of TV commercials across digital properties, and follow in the more recent footsteps of Flipboard and Facebook.
Video View Ads are now available to all publishers and advertisers.