Mobile ad tech co Addictive Mobility has added to its suite of mobile-focused video ad products with the launch of three new formats.

Vertical Video, 5-Second Video and Wrapped Video are its new tools aimed at capitalizing on the steady growth of consumption on mobile video.

Vertical Video is a full-screen video format, which the company says was designed to respond to preferred mobile video viewing behaviour – 94% of the time users select portrait viewing options on their screens.

Its 5-Second Video unit is aimed at grabbing eyeballs for a focused period just as Microsoft researchers discovered humans have an attention span that rivals that of a goldfish. Wait, it’s actually shorter; goldfish clock in at nine seconds, humans at eight. That product has been put to test and results show that completion rates (no surprise) are approximately 96% compared with the industry stat of 57% for videos served when an application launches or between screen changes.

Wrapped Video is a format that has been beta-tested in collaboration with Havas Canada and Sephora Canada  (see video, right). In it a video ad is wrapped around an end card in a vertical format. In the case study a branded content video was wrapped around a full screen ad served at the end of the video. That kind of placement is aimed at giving the end user a call-to-action or leave them with a specific and clear message.

According to the company’s internal data, the format results in a 33% increase in user engagement compared to a similar ad delivered in a horizontal format.