The People and EW teams used a custom video player that was part of Celtra’s cross-screen rich media creation and measurement platform to bypass the iOS native player and autostream the video in line with editorial content.
Time Inc. first tested the new technology with FOX, which ran a three-day campaign timed to the San Diego Comic-Con to promote the fall TV series “Gotham.” Instead of running the full video experience on desktop and a static experience for tablet and mobile, viewers could watch the video without launching a separate player. As a result, FOX saw 8x lift in engagement its cross-channel “Gotham” campaign, compared to a traditional, desktop-only campaign. Over three days, the campaign racked up 5.6 million video plays and 325,000 minutes of video consumption.
“Celtra was able to control the start of video until the ad was almost in view. Viewability is very important to us, and all our benchmarks are above industry averages,” Gatts said.
Celtra, which began as a mobile company, is expanding its capabilities to desktop to enable true multiplatform campaigns.
And for People and EW, Gatts expects to create more custom units for clients. One has already signed up for ad units timed to the Emmys. “We can build out custom executions that are scalable across devices. It can also be as simple as assisting an advertiser in re-purposing their Flash billboard to run that cross-platform.”