Yahoo7 has kicked off its new Vertical Video Carousel ad format with McDonald’s and Telstra today, capitalising on the changing viewing behaviours that are occurring in mobile usage.

In a market first, the new Celtra HTML5 advertising format allows brands to utilise a number of video assets, while offering a more native mobile ad placement and upping the ante on user experience.

The new Vertical Video Carousel ad format hopes to make video work even harder for advertisers, combining full screen canvas with scroll interaction to give the brand’s creative the power to capture full audience attention.

“With mobile video consumption continuing to grow, we wanted to harness the power of video and bring it to life with something fresh for the market. We wanted to create a new and interesting way for brands to use video assets and give consumers a better way to interact with it,” Yahoo7 commercial director Paul Sigaloff said.

Celtra’s regional director Richard Knott added, “We are excited to see Yahoo!7 using the Celtra html5 ad creation platform to build such new and innovative ad products, particularly in video.

“Video formats are set to be one of the most important areas of ad product development in 2016 and Yahoo!7 are once again proving to be at the forefront of the market.”

For the users, the ad unit expands to full screen and begins to play content automatically with audio on mute. By swiping left or right the user gets to control which video is being shown in the expanded panel.