Demonstrating its new ad format at VidCon, Vessel, a subscription video platform, has managed to impress the industry. The ad format, which is a static image that becomes animated when you scroll over it, allowing you to keep scrolling if you're not interested, is more like a magazine experience than traditional advertising. "We wanted something different from what we had been doing with our existing advertising model," said CEO and co-founder Matt Slater. Vessel has also introduced shorter ads, lasting about 5 seconds, "motion posters" and "beautiful cinematic" ads, which the company believes are more effective than traditional ads.
Demonstrating its new ad format at VidCon, Vessel, a subscription video platform, has managed to impress the industry. The ad format, which is a static image that becomes animated when you scroll over it, allowing you to keep scrolling if you're not interested, is more like a magazine experience than traditional advertising. According to Vessel's CEO, Jason Kilar, the ads allow Vessel to keep its subscription charges low, whilst taking a $50CPM itself. Vessel has also introduced shorter ads, lasting about 5 seconds, "motion posters" and "beautiful cinematic" ads, which the company believes are more effective than traditional ads.