Independent mobile advertising platform AdColony has announced the launch of Aurora HD Mobile Video, a suite of interactive mobile video creative products that fundamentally changes the way consumers can physically engage with video content, and has partnered with Disney in the Asia-Pacific (APAC) region for its global release.

Powered by AdColony’s Instant-Play technology, the video gives marketers access to powerful graphic capabilities, interactive content that is enhanced with haptic effects and other native mobile capabilities that result in an immersive experience for the viewer.

From creating fully shoppable video experiences, to changing backgrounds, to switching between concurrently-running videos, Aurora HD Video allows users a range of ways to interact and personalise the experience on their screens.

“The future of Mobile Video is here, and, it is very different from what anyone has experienced yet,” explained Vikas Gulati, managing director of AdColony for the APAC region.

“Video ads have always been a one-way street, yet, users want more than that. They want custom graphic effects that provide a life-like experience and content that rewards them for interacting with it.”

As one of its first advertisers, AdColony partnered with Disney to launch a mobile campaign for its global blockbuster release of Pirates of the Caribbean: Dead Men Tell No Tales, which ran in the US and the APAC region.

The campaign comprises an online treasure hunt that allows users to unlock rewards by engaging with the content in front of them.

As a custom trailer for the film played, consumers tapped specific items on the screen, and were rewarded with exclusive video content from the film for everything they found. You can experience the video here.

Gulati added: “Mobile is no longer just an extension of TVs or digital videos. Mobile creative requires crystal-clear sound and picture quality, buffer-free video playback in apps, and a variety of post-video experiences to drive consumer actions.