Exponential Interactive announced the launch of their proprietary, scalable video ad formats, VDX.
VDX was developed with the ultimate purpose of building upon the advantages of television and video ads and enriching them with the benefits of digital advertising namely, the abilities to target consumers who are most relevant to a brand and for those consumers who choose to interact with the brand through an immersive video-centric experience.
India now boasts of 240 million strong connected audiences across both desktop and mobile, with over 70 per cent of the user base consuming online video content. The country’s online video audience is only getting bigger with the availability of low cost mobile devices, innovative data packages created by telcos, as well as improved network speeds.
With the boom in video consumption, there is an increased pressure on marketers to use digital video effectively and provide more immersive brand experiences.
With the proliferation of digital devices, advertisers have struggled to connect with consumers via video on these devices. Solving this for the first time, VDX is made available across multiple types of media – from in-page display to mobile (tablet and phone) and in-stream, providing the same brand experience across these devices to ensure full brand immersion and consistency.
“Video is the most powerful vehicle to communicate a brand’s message,” said Anshuman Saha, Head of Sales, India, for Exponential. “However, when consumers lean forward and choose to engage with a brand’s video messaging, it is a much more positive, influential experience than the passive, lean-back experience that is typically associated with forced, non-interactive, one-way TV ads or pre-roll video,” he added.
Further, VDX is built on top of Exponential’s audience platform, which introduces a hyper-granular level of audience targeting that had never been associated with TV or pre-roll ads. Its platform ingests over two billion user events per day, aggregates and segments consumer-based on their interests in over 50,000 topics, and uses this data to build look-alike audience models to reach consumers who are most likely to become receptive customers of the brand.
With VDX delivering a single video experience across multiple channels, Exponential has decided to combine their display, mobile and in-stream divisions – formerly known as Tribal Fusion, Firefly Video, Appsnack and Adotube.
With over 14 years of experience providing high-impact rich media formats and proprietary audience targeting solutions, Exponential is uniquely positioned to deliver VDX at scale across several media.