COLOGNE — Native video is the fastest growing format in mobile advertising today, according to <\/span>Nikao Yang<\/span><\/a>, SVP-Global Marketing and Business Development at AdColony<\/a>, a unit of \u00a0Oslo’s\u00a0Opera Mediaworks<\/a>. <\/span><\/p>\n

\u201cPublishers are looking for new innovative ways to monetize their content feeds,\u201d he observes in an interview with Beet.TV recorded at DMEXCO last month. As a result, many have followed in the footsteps of social platforms like Facebook, Twitter and Instagram to develop a native offering.<\/span><\/p>\n

However, latency has been a problem in\u00a0native video advertising. Users who are scrolling quickly through a content feed may just see a buffering signal where an autoplay video is trying to load, and no impression is recorded for the advertiser, which signifies a lost opportunity. He says Opera has technology \u201cthat instantly places a video ad.\u201d<\/span><\/p>\n

In a <\/span>recent study with ComScore<\/span><\/a>, Opera developed creative best practices for native video. They include\u00a0hooking users with “thumb-stopping content” in the first two or three seconds instead of developing long 30-second story arcs that may work for TV, as well as not being reliant on audio, since many users are bound to be scrolling without sound enabled.<\/span><\/p>\n

\u201cMake sound secondary,\u201d Yang says. \u201cSight and emotion\u00a0are the primary heroes in native video ad creative.\u201d<\/span><\/p>\n

Opera Mediaworks was\u00a0acquired AdColony last year<\/a>.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

COLOGNE — Native video is the fastest growing format in mobile advertising today, according to Nikao Yang, SVP-Global Marketing and Business Development at AdColony, a unit of \u00a0Oslo’s\u00a0Opera Mediaworks. \u201cPublishers are looking for new innovative ways to monetize their content feeds,\u201d he observes in an interview with Beet.TV recorded at DMEXCO last month. As a […]<\/p>\n","protected":false},"author":16,"featured_media":35639,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5404],"tags":[4985,5013,5421,4112],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35559"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=35559"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35559\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/35639"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=35559"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=35559"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=35559"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}