By Evan DeSimone
Ad tech company Unruly is set to launch its newest ad format, which it hopes will capture eyes and impressions by placing ad content directly within the text of articles.
The new outstream ad format is the first major Unruly product to launch since the company was acquired by media giant NewsCorp last month. NewCorp’s various business units will offer the new product along with Unruly’s existing suite of video tools to all of their agency partners.
The new ad units will play directly from in article text, making them difficult for consumers to miss or avoid while reading. The new format will launch across several high profile NewsCorp outlets, including The Sun, MarketWatch and News.Com.Au, with the The New York Post joining soon. The format will also be made available to other publishers through Unruly’s dedicated supply platform UnrulyX
Sharb Farjami, director of national sales for News Corp Australia, praised the new product in a statement saying, “News Corp is focused on providing advertisers with new solutions that address the challenges they’re facing both today and in the future. With Unruly’s new In-Article format, we’re providing advertisers with what we believe is the best video product in the market.”
With ad spend on digital video gradually increasing, video ad tech firms have been a hot item on the shopping lists of many major media companies. NewsCorp’s recent acquisition of Unruly is part of a larger trend that includes Facebook’s purchase of programmatic supplier LiveRail, Yahoo’s acquisition of BrightRoll, and AOL’s partnership with Millennial Media.