Case Study: Viacom achieves higher mobile engagement and video completion rates with Brand Networks' orientation-responsive vertical video ads

Viacom - Customer Case Study

Brand Networks Creative partnered with Viacom on an MTV Awards campaign to address a common mobile problem: most video ads are produced in 16:9 landscape, while the majority of smartphone users start in portrait, creating a poor viewing experience for mobile audiences.

We built a single-tag, orientation-responsive expanding/interstitial video unit that detects device orientation in real time and serves the appropriately formatted full-screen creative across our DSP. The campaign drove 74% of views in portrait and 26% in landscape, achieved a 1.83% engagement rate, and delivered video completion rates of 47% for portrait viewers and 57% for landscape viewers.

Viacom