The new “dynamic templates” represent a big change for the company’s mobile video ad platform, as it gives mobile publishers more options in how players will see video ads across a wide swath of devices, said Vungle chief executive Zain Jaffer said in an interview with GamesBeat.
Jaffer said that both users and developers are “tired of the lack of innovation in mobile video ads.” To address that, Vungle’s dynamic templates will give publishers who advertise their games and apps more choices. They can access five different templates for showing video ads to users.
A new Carousel template, one of the four unique designs already released, allows a user to swipe from side to side to view different videos. That template shows a 20 percent conversion uplift over existing full-screen video ad formats; and it has up to 800 percent conversion uplift in initial tests with a 200 percent conversion uplift average over customer creatives.
For publishers, Dynamic Templates bolster revenue and protect the customer experience by increasing the ad variety users see. Moreover, enhanced optimization and higher conversion rates for advertisers mean publishers can earn more ad revenue for their available inventory.
Publishers will have to download a new software development kit. But once they do that, the updates to new templates will come automatically, so publishers won’t have to repeatedly download new SDKs, Jaffer said.