AdColony, the in-app marketplace for brands, has released a new Stories ad format to enhance its award-winning mobile video ad product in response to the recent shift in consumer mobile behaviour which has seen a strong uplift in mobile gaming.
As a proven format for brand engagement, AdColony Stories will provide additional scale for advertisers by being able to tap into AdColony’s 17 million uniques. This will be the first full screen stories format to exist within the mobile gaming environment and apps outside of social media. Vodafone Foundation Australia is one of the first organisations to utilise this ad format to promote its multi-award winning DreamLab app.
Vodafone Foundation is utilising AdColony’s Stories format to drive engagement and create a simple path for consumers to visit the App Store and Google Play Store where they can download the DreamLab app and help fast-track research around COVID-19. With AdColony Stories, Vodafone Foundation has been able to showcase campaign creativity with content that has been tailor made for the format, allowing consumers to experience full screen video on mobile.
“At AdColony, we predominantly work with leading mobile game publishers and have noticed gaming is increasingly becoming a social territory, which gave us the idea for the Stories format” said James O’Driscoll, AdColony’s Sales Manager, ANZ. “We are really excited to be working closely with Vodafone Foundation Australia, and particularly proud to be supporting this campaign by helping to increase the number of DreamLab app downloads to fast-track COVID-19 research” he continued.
The captive nature of in-app gaming lends itself naturally to promoting the DreamLab vs COVID-19 initiative. The high engagement capabilities of the format will entice consumers to “swipe up to download” the DreamLab app, communicating the campaign’s key message of “#JoinTheDreamTeam” and “help fight COVID-19 in your sleep”.
“We know engagement in mobile gaming apps is far higher than any other environment, due to the captive attention from consumers. There is a clear value exchange in that consumers expect to be served an ad upon reward or in-between levels, choosing to engage with the content in order to continue playing” said James O’Driscoll, AdColony’s Sales Manager, ANZ.
