By Sahil Patel

Social video company Unruly Media has unveiled a new native video ad format to help advertisers reach audiences in an organic manner across the web — and has already secured Adidas as the format’s launch partner.

Using the company’s “Liquid Layout Technology,” the new Unruly In-Feed format dynamically inserts sponsored video into any website’s content stream/feed in a style that matches that page’s layout and design. The promise — as with all native advertising — is that by making ads look more like editorial content, publishers and brands can boost consumer engagement.

With Unruly’s format, advertisers will only be charged if at least 50% of the ad is in view for three continuous seconds, exceeding the IAB’s current guidelines on video-ad viewability, Unruly said. All sponsored content will also be labeled as such, per accepted guidelines.

Additionally, Unruly said that the In-Feed format is optimized for mobile devices, and is being launched “in response to a growing demand from brands” to use video to reach consumers on smartphones and tablets. On such devices, the videos play silently when they come in-view on the screen. Only if users tap or click on the video will the format will expand to full-screen mode.

As launch partner, Adidas will pilot the format for its #predatorinstinct campaign.

Publishers already running the format include IDG, which oversees consumer media brands like Macworld. “We were impressed with it to the degree that we have now deployed it across all of IDG UK’s consumer sites,” said IDG UK publishing director Simon Jary. “We originally only used it to deliver incremental revenue for our mobile inventory, but it has been such a success, we’ve now pushed it across our desktop inventory too.”

This article was originally posted on VideoInk and is reposted on [a]listdaily via a partnership with the news publication, which is the online video industry’s go-to source for breaking news, features, and industry analysis. Follow VideoInk on Twitter @VideoInkNews, or subscribe via for the latest news and stories, delivered right to your inbox.