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Virool and TeamDom Create a Production Studio Just for Verticals


Brands that create vertical video ads are probably targeting young viewers on social apps like Snapchat, Facebook, Instagram, Spotifiy, and Twitter. If so, why not work with influencers who know how to appeal to those consumers best? Today, programmatic marketing platform Virool announced it’s partnering with TeamDom to create the first ad studio devoted to vertical video ads. TeamDom is a media company that creates works for the teen market, and its CEO is Jake Paul, a proven social media commodity.

Jake Paul (center) surrounded by Ivan and Emilio Martinez, social media stars and TeamDom members

The partnership grew out of Virool’s observation that the creative is often lacking in vertical video ads. Even when the targeting and placement for a campaign is on target, the creative content often doesn’t click with viewers and so marketers don’t hit their key performance indicator (KPI) goals.

The solution is to work with TeamDom, whose social network-savvy team has a collective 80 million followers across various social networks. The studio helps brands create mobile-first campaigns that are more likely to resonate with viewers. Its first client is smartphone company OnePlus, and its first creation showed Jake Paul unboxing a OnePlus 3 phone. While taking a selfie. While doing barrel rolls in a fighter jet. Who’s skipping that ad? It got over one million YouTube views and 60,000 Facebook shares.

The vertical studio is based in TeamDom’s Los Angeles headquarters, and has a staff or approximately 20, many social influencers. TeamDom will create the branded ads, while Virool will distribute them.

“People hate ads, but love interesting and entertaining content,” says Alexander Debelov, Virool’s CEO. “Our goal by partnering with Jake Paul’s TeamDom is to leverage their expertise in creating the most viral and engaging content on social media, and bring that kind of expertise to create awesome ad campaigns that look less like ads and more like advertainment (advertising + entertainment).”

The studio’s work comes with a guarantee of reach and viewability, Debelov promises. Virool clients can reach 100 million U.S. consumers across 100,000 sites.

For any brands still on the fence about going vertical, Debelov says, “It’s a much better user experience” for mobile viewers.

“When you scroll through an article and are able to experience a full screen ad, it feels more natural,” Debelov says. “Also, brands are able to get more creative and fit multiple horizontal ads in one vertical ad format, so they can tell their stories in a different way.”




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