• by Ray Schultz , November 9, 2023

Advertisers and agencies have a new mechanism for providing dynamic experiences to readers on publishing sites: Adapt Native Video from Emodo. 

Adapt Native Video is built on Adapt Native, a native ad offering introduced last year. The new tool blends sight, sound, and motion video with AI to enhance advertiser performance at scale, the company states. 

The goal is to help clients create “immersive, dynamic ads that captivate audiences across a variety of ad formats on all digital platforms,” says Alistair Goodman, CEO of Emodo. 

Adapt Native Video leverages Emodo's creative rendering engine to dynamically enrich native video ads with automated animations and effects.  

The enhancements can be applied to standard video files, static logos, titles, description text and CTAs. In addition, they are AI-optimized against advertiser KPIs, the company says, which boosts key metrics such as attention, ad recall, brand recall, and click-through-rates. 

A controlled study of 250+ people found that the new video tool outperformed other tested formats, resulting in better attention versus display and native video, the company claims. This included ad recall and brand recall. 

The ad agency Chemistry ran a campaign using Emodo’s Adapt Native Display. 

“Not only have we seen improved cost efficiencies and engagement, but Emodo has been flexible with our client’s needs and goals, including partnering to develop a fully robust reporting system to enhance our client’s content strategy,” says Katherine Lancaster, agency associate media director at Chemistry.  

The agency looks forward to “expanding our Chemistry footprint with Adapt Native Video in the future,” Lancaster adds.