Adidas is the first brand to use the new Unruly in-feed platform which enables advertisers to deliver native video ads at scale across the Open Web.
Optimised for mobile delivery, the new format is being launched in response to a growing demand from brands who are using video to reach and engage consumers on their smartphone and tablet devices.
The system is being piloted by Adidas to promote its #predatorinstinct campaign.
“There’s a growing expectation that social ads will be delivered as part of the content stream and deeply integrated within the content experience rather than being shoved off in a sidebar or banner,” said Scott Button, founder and CEO at Unruly.
“Facebook premium video ads are set to shake up the video ecosystem and Unruly is now providing advertisers with even more choice, allowing them to launch in-feed video ads across the Open Web, in premium media environments.”
Ads will play silently on a page unless they are clicked, and there will not be a restriction on video length. Click-through URLs also supported on view completion.