Gannett Digital Introduces New ‘Game-Changing’, Innovative Native Video Advertising Product
McLEAN, VA – Gannett Co., Inc. (NYSE: GCI) today introduced “Gravity”, a new, groundbreaking advertising product featuring full-screen, high-resolution native video ads that can be produced and distributed at scale. The Gravity ad can be seen on Gannett sites USATODAY.com, KARE11.com and Tennessean.com when HISTORY will run an ad to promote their new scripted miniseries, Houdini.
Developed in-house by Gannett Digital, the Gravity technology revolutionizes the way digital video advertising is both developed in a customer-centric, integrated fashion on any page across the Gannett network of sites. Beautiful high-end video content of any variety or length can be delivered on any page of a site, including the homepage. The IMAX-like video plays automatically but the audio, if part of the ad, is initiated by the user via a button in the bottom left corner of the ad. Users can get to their news content at any point by simply scrolling down or clicking a “Get News” button at the bottom of the ad.
“Gravity ads, simply put, are a high-mark for consumer engagement that can solve many problems within the ad community,” said David Payne, chief digital officer, Gannett. “Gravity ads showcase attention-grabbing video in a way that will be a creative game-changer and is another example of the continued innovation and transformation at Gannett. As importantly, Gannett’s technology enables these high-impact video ads to be literally created in minutes, changing the advertising landscape forever.”
Gravity ads offer both national and local advertisers an elegant and unified ad solution across all of Gannett’s online properties. While traditional rich media and HTML5 ads take several days or weeks to create, Gannett can generate highly visual and engaging Gravity ads in minutes and traffic them across 120+ sites immediately, giving marketers an efficient and near instant solution. Any marketer can leverage pre-existing video assets in Gravity’s canvas as well as work with Gannett to create new content.
The first local Gravity ad appeared last month on The Indianapolis Star’s website. The ad, featuring the Indianapolis Motor Speedway, saw a 92% increase in interaction time and a 50% increase in interaction rate, compared to Gannett’s pushdown ad unit. There was a 750% increase in interaction rate and 90% increase in attention quality compared to the IAB Billboard industry standard ad unit. Also, an amazing 50% of users watched the complete Gravity ad multiple times, which is easily done by scrolling to the top of the page where the ad restarts.
HISTORY will promote their new miniseries Houdini through the Gravity ad on Gannett sites on August 29. Houdini, a new two-night scripted miniseries premiering on September 1 and 2 at 9 p.m. ET/PT, follows the epic tales of Harry Houdini and delves deep behind the curtain into his life through his stunts, his visions, and his mastery of illusion. Academy Award® winner Adrien Brody (The Pianist) stars as The Great Harry Houdini as he finds fame, engages in espionage, battles spiritualist, and encounters the greatest names of the era.
“Our goal is to market HOUDINI as a can’t-miss event,” said Samantha Maltin, SVP Marketing, HISTORY. “This large canvas is the perfect way to showcase Houdini’s larger than life achievements.”
About Gannett
Gannett Co., Inc. (NYSE: GCI) is an international media and marketing solutions company that informs and engages more than 110 million people every month through its powerful network of broadcast, digital, mobile and publishing properties. Our portfolio of trusted brands offers marketers unmatched local-to-national reach and customizable, innovative marketing solutions across any platform. Gannett is committed to connecting people – and the companies who want to reach them – with their interests and communities. For more information, visit www.gannett.com.
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