Native advertising tech platform AdYouLike has teamed up with Signal, a personalised video specialist. 

The partnership will allow AdYouLike to offer Signal's video production proficiency and customisation options to their clients. 

Signal has a history of prviding data-driven campaigns to an existing roster of clients, including BT, Tesco, Fiat and EE. 

The services offered could range from video editing to creating contextual and fitting content, to repurposing videos for vertical platforms such as Snapchat and Instagram.

Native shift

"We know that a video on mobile can’t use the same tease-reveal structure as a standard 30” TV commercial, and the video needs to deliver its messaging much sooner, while the user is scrolling and digesting content. We wanted to offer this capability to our advertising partners," AdYouLike's co-founder Dale Lovell said. 

“We are seeing the beginning of a shift in native video creators starting to improve video performance during the key drop-off periods on mobile, it is vital content is engaging and tailored to a smartphone-friendly format and working with Signal has enabled us to further tailor Native Video for advertisers, adding relevance and a deeper level of engagement.”

Signal's innovation director Tony Jones added: “As brands are increasingly reversioning their TVCs into a more smartphone-friendly format we work to take existing TVC assets, and make them fit for the mobile experience. This means creating a shorter video, pulling the messages to the front, making it work without sound, and changing the aspect ratio to a more mobile-friendly format.

“The Adyoulike AI-powered native technology allows us to apply our personalisation approach to deliver multiple versions of the video, each one nuanced to the content of the page and its viewer."