Digital advertising solutions company, Exponential Interactive, has announced the launch of its 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 to choose to interact with the brand through an immersive video-centric experience.

The consumption of digital video and associated commercial opportunities are significantly increasing in Australia. The Deloitte Media Consumer Survey estimates that by the end of 2015, 26 percent of people will most likely watch most, if not all, their content downloaded or streamed over the internet, with those who will just watch physical media (TV, DVDs, discs) most or all the time dropping to just 42 percent.

The latest Interactive Advertising Bureau (IAB) Online Advertising Expenditure Report for the quarter ending 31 December 2014, shows that video grew 52 percent year on year to reach $237 million.

With the proliferation of digital devices, advertisers have struggled to connect with consumers at scale 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 – and provides 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 Ben Maudsley, managing director APAC/Sth Africa 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.”

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 consumers 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 its 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.