Mashable Dives Into Vertical Video Ads at its 2017 NewFront

Mashable is creating vertical content tailor-made for cell phone viewers, and in its 2017 newfront presentation it asked advertisers to get onboard. The new vertical content is called Mashable Reels, and it can be found on the site’s homepage. Mashable Reels launched today with multipage stories on Game of Thrones, Wonder Woman, and Mars. While Mashable Reels stories look best on phones, they’re viewable through any browser. Mashable plans to  launch new reels every Wednesday.

Mashable Reels were created to pull in vertical video ads, giving advertisers premium vertical editorial to show ads against. Mashable offers three ways advertisers can take part: They can insert their own vertical video ad, work with Mashable to create branded video designed for phone viewing, or work with Mashable to create completely new branded Reels. McDonald’s and Sprint are launch partners on the new offering.

“We think that the future of video is on the handset, not on the TV set,” said Mashable CEO and founder Pete Cashmore at the newfront presentation.

Mashable had one more offering for agencies and advertisers: an influencer program that turns traditional influencer marketing on its head. Influencers aren’t just celebrities, Mashable says. Today’s new influencers are everyday people who share what they love and get their followers to take action. Some of those followers—the influencables—are more likely to take action than others. Mashable has added a new feature its Kilogram targeting product that lets advertisers target desirable influencers and followers on Mashable, Facebook, Snapchat, and some publisher sites. The company will add more platforms in the coming weeks.

“We know the future of TV looks nothing like the past,” Cashmore said. “Great TV won’t be made for mass audiences. It’ll be made for the right audiences, using data both to inspire creativity and connect shows with influential viewers.”

Pete Cashmore at the 2017 Mashable NewFront


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