Back in 2008, few with media jobs in the fledgling mobile advertising industry would have even thought about deploying videos; but fast forward to the present, and it’s clear that both constitute gigantic market opportunities and the time for a fusion is ripe – a fusion that startup mobile advertising firm AdColony is already working with.
Loading time? What loading time?
What a difference five years can make; in 2008, the chief reason why mobile advertising agencies steered clear of video was because the loading time was just too frustrating for users; in 2013, that’s no longer the case. AdColony, which launched in 2011 and now has offices in New York, Seattle, Los Angeles and San Francisco, aims to keep users in the apps it advertises on with a triple‑A content experience. And thanks to its proprietary InstantPlay video technology, it’s succeeding. Its high-resolution videos have zero loading time.
AdColony has an audacious vision: it aims to provide nothing less than the best quality mobile advertising experience in the world with video, simultaneously serving advertisers, publishers and consumers. And it’s doing so by delivering highly engaging video experiences that keep viewers hooked on the content.
Short, sharp and savvy
AdColony’s ads generally don’t exceed a running time of 15 seconds – just long enough to evoke and hold viewer interest but not long enough to annoy or bore them. And its glittering roster of clients suggests they work: companies include Universal Pictures, Sony Pictures, Disney, McDonalds, Kraft, Microsoft, Fox News radio, ABC News, Supercell, Flixster, and A&E Networks and that’s by no means all of them).
The startup’s founder and President, Jonathan Zweig, said that AdColony had had its finger on the pulse of the mobile space from the outset (as a computer science student at UCLA, he received angel funding to set a up AdColony’s app-building forerunner, Jirbo). He went on:
“Mobile video is seeing tremendous growth, and it has been so exciting to see our L.A.-based startup grow to become a global company that is playing a big role in Silicon Valley, on Madison Avenue, and of course here in L.A. I think we knew we hit a sweet spot with mobile video early on, and as consumer media behavior continues to shift to mobile, those notions have been validated in a huge way.”