Mobile and online video advertising group Vdopia’s new .VDO file format aims to take video mobile ads a step further. The patent-pending .VDO format, would allow leading brands to seamlessly run video-enabled ads on the mobile web without Flash or plug-ins. Prior to it, brand marketing efforts had to choose between a richer experience on a single platform or static banner ads for broadest reach.
Commenting on the launch, Srikanth Kakani, founder of Vdopia, said, “In 2002, Flash created a new paradigm, delivering video over the Internet and making possible the likes of YouTube, Hulu and any site with video content and ads. Yet, today, millions of smartphone users and the brands seeking to reach them are left out of this video experience. They are frustrated by missing content and unsupported plug-ins when they surf.”
Talking with exchange4media, Debadutta Upadhyaya, Vice President-India, Vdopia Inc. explained, “The .VDO format would allow advertising with a low-wage video exporsure, which would run seamlessly, parallel to the content being accessed by the user on the mobile.”
“This will lend itself well to the branding opportunity and would increase interactivity for the user as well,” she added.
The .VDO file format is already being used by brands such as Samsung, Nokia, Bausch and Lomb, Vodafone and Volkswagen in India. Among publishers already using the format are NDTV, Converse and Newshunt in Asia.
Upadhyaya believes that the format would also allow for complete engagement metrics to be tracked on the medium.
She added, “The format is a boon to the entire ecosystem of the mobile industry. It would allow publishers to increase their overall earning, while making advertisers engage with consumers in a more interactive manner.”
The format is currently available for smartphones, such as iPhone, iPad, Android and BlackBerry devices at the moment. Windows Phone 7 and Symbian are expected to be added later this year.