Mobile ad platform AdColony has released results from a number of clients’ recent ad campaigns using its “Instant-Play HD Vertical Video” format. Across the campaigns the format delivered an 89% average video completion rate and a 10% average engagement rate. Clients included UFC, a premium cable TV network, a global consumer tech platform and various Fortune 500 brands. The vertical video ads were inserted across popular mobile apps.

AdColony’s Instant-Play HD format, which is integrated with mobile apps via an SDK, includes a “Dynamic End Card” feature that gives advertisers a way to creatively engage users with a rich experience that includes the ability to swipe, tap, watch, purchase and access more content (samples can be found here).

AdColony also shared some specific results of several of the campaigns, including the UFC, which was for UFC 207: Nunes vs. Rousey, and had a 90% completion rate, the cable TV network, which saw time spent with its Dynamic End Card of 12 seconds per user and the consumer tech/entertainment product whose campaign drove a 13.5% engagement rate.

Vertical video is still an emerging format for mobile video ads, but it has a lot of potential as popular vertically-oriented games and apps (e.g. Facebook, Snapchat, Instagram, etc.) train users to hold their phones vertically. Facebook itself launched vertical video ads last fall, apparently enjoying early success. The format is widely used on Snapchat and elsewhere. Other mobile video ad tech providers are also pursuing the format.

More broadly, vertical video ads will draft off of the explosion of mobile video viewing and adoption of social networking. Just yesterday I posted data from Ooyala showing that 54% of video views globally in Q4’ 16 were on mobile. And as I’ve previously written, there are significant industry forces propelling mobile video forward.

Given all of this, mobile video monetization is going to be critical for content providers and apps. Vertical video is certainly going to end up playing a big role.