To create the best ad experience possible, we came up with a dynamic and responsive interactive video ad unit that serves the appropriate video in real-time across our DSP. Our single-tag ad detects the viewers phone orientation and then formats a device-appropriate full screen video interactive ad experience, eliminating the need for the user to rotate their phone to watch the full-screen unit.

If we stuck to the traditional model of just serving a landscape video, as most advertisers still do, we wouldn’t have served the right video to ¾ of the audience.

Dynamic use of portrait or landscape full-screen interactive video on mobile devices.

Orientation-Responsive design (click the Turn button to view in landscape).

Dynamic Tune-In messaging (Saturday, Tomorrow, Tonight, etc.).

Single ad tag

With this orientation-responsive video, 74% saw the ad in portrait mode, while 26% saw the ad in landscape mode, with an overall engagement rate near 2%. Without the dynamic and responsive video ad unit, a quarter of the audience wouldn’t have received a screen- appropriate video experience. If we served landscape, as most advertisers do, we wouldn’t have served the right video to ¾ of the audience.