So much for subtlety. Tribal Fusion -- Exponential Interactive's online ad network and rep firm -- has launched a full-page video overlay ad unit that is guaranteeing marketers 100% user engagement.
The so-called Full Engagement Video units are available in display, interstitial, and mobile formats. Standard IAB display units play video assets in-banner, and invite users to roll over and engage with the ad.
Once users roll over, the ad unit expands to the width and height of the browser window and plays the video as a full-page overlay for a thoroughly unavoidable ad experience.
Interstitial Full Engagement Video ads launch a video immediately once the user clicks on a link to navigate to another page, while mobile units play prior to the launch of the game or app that the user clicks.
By offering multiple pathways for reaching viewers with video ads, Tribal Fusion's Full Engagement Video is designed to provide the same reach and breadth of inventory as traditional display campaigns.
"Consumers are spending an increasing amount of time online watching video, but advertisers have no scalable way to successfully and easily capture and engage these users," said Harris Bernstein, director of sales at Tribal Fusion.
According to ComScore, 84.4% of Web users in the United States viewed online video in October, with the average viewer watching 10.8 hours per month.
Full Engagement Video leverages existing video assets and is priced on a cost-per-play model, ensuring that advertisers pay only when a user launches or views the unit. It is also available on a run-of-network basis.
Launched in 2001, the private Emeryville, Calif.-based company has been profitable for every quarter for the last seven years, according to Dilip DaSilva, CEO, Exponential Interactive.
To date, Tribal Fusion has had success with top agencies like Goodby, Silverstein & Partners, and recently entered into a strategic partnership with Media Contacts to help the interactive arm of Havas MPG improve and streamline its media-buying process.
As part of the agreement, Media Contacts will participate in the development of multiple case studies, research publications and seminars with Tribal Fusion designed to deliver better insights across audiences, brands and campaign efforts.