Mobile ad platform AdColony has launched its Instant-Play HD Vertical Video ads with UFC and other Fortune 500 brands. AdColony is one of the largest mobile advertising platforms in the world, with a reach of more than 1.4 billion users globally.

AdColony said UFC is a customer and is using the format in a new ad campaign for the upcoming fight featuring Amanda Nunes versus Ronda Rousey.

So far, the Vertical Video ads have shown an 89 percent average video completion rate and 10 percent average engagement rate — meaning 89 out of 100 people who start watching an ad finish it and 10 percent take some kind of action.

AdColony’s initial vertical video campaigns have outperformed marketers’ expectations for this emerging format — which runs vertically, in contrast to most horizontal ads. The UFC ads featuring Nunes versus Rousey had a 90 percent completion rate for the upcoming pay-per-view rematch.

In addition, when a premium cable television show premiered using the ads, time spent with the engaging dynamic end card after viewing the video was 12 seconds per user.

And with a different consumer tech/entertainment product campaign, one brand saw a 13.47 percent engagement rate for the dynamic end card, which appears after the video ad plays.

AdColony's new vertical ads

Above: AdColony’s new vertical ads

Image Credit: AdColony

Vertical video ads from AdColony will be used across some of the hottest apps in the world, where consumers spend more than 57 percent of their time. Some of the apps with Vertical Video Instant-Play campaigns are MyNBA2K17, Trending.FM, and WWE SuperCard.

“We were excited to partner with AdColony to activate our vertical video creative to reach our audience across their individual mobile lifestyle,” UFC content marketing manager Kristen Bankosz said in a statement. “AdColony allowed us to align with a wide range of our viewers’ passion points and drastically increase our overall reach and frequency. We were eager to test the interactivity of Dynamic End Cards in the vertical format and are thrilled with the results.”

The Dynamic End Cards offer ways for consumers to swipe, tap, watch, purchase, and otherwise engage more fully with entertaining, rich brand experiences.

“As video viewing on mobile continues to grow, so does the demand for vertical video that fills the full screen of a device and captures consumers’ attention,” said Mike Owen, chief revenue officer of global brands at AdColony, in a statement. “Our take on vertical video — a format as organic and inviting as video shared from a friend — opens the doors to a new way of thinking about creativity that relates directly to the consumer. The results speak for themselves.”