press release

Mumbai, July 27, 2017

mCanvas launches new outstream video format for mobile

mCanvas, the mobile storytelling ad platform, today extended its suite of storytelling formats by adding outstream video ad format called Streambox. The new video format will enable video ads to be placed within premium editorial content on mobile websites.

Outstream video, unlike pre-roll video ads, allows a user to consume a video ad at will. The video ad appears as the user scrolls through articles on premium Indian websites. The ads start playing when the video is within view, in mute, thereby ensuring that there is no user annoyance. Ads are supplemented with subtitles so that the user can watch the video without having to unmute. To dismiss the video, the user can simply continue scrolling down on the page or tap the prominent X button. The video ads are 100% viewable by design and come along with an optional companion ad. Companion ads can carry interesting CTAs like click to call, download, submit forms, store locator and view gallery in addition to outbound links.

Streambox is available effective immediately to brands and agencies in India. The format can also be purchased programmatically via Google’s DBM or Appnexus. This allows brands and agencies to target the right consumers based on their audience preferences.

"Video is one of the best storytelling formats, and we wanted to extend our storytelling capabilities for our clients. We noticed that most video options in the market today are either incentivized video or pre-roll video and both force the user to consume video against their will. Brands can drive better brand lift by simply engaging users on the merit of their video creative,” said Lavin Punjabi, CEO, mCanvas.

The new video ad format will be unique from a pricing viewpoint too, wherein brands only pay  on completed user views, popularly known as CPCV (Cost per completed view). Nikita Ramrakhiyani, National Sales Head, mCanvas says, “We adopted this pricing model because we want advertisers to pay only when the user consumes the video in its entirety at his will. This gives confidence to the brands as they are guaranteed high-quality and highly-engaged users that have actually watched their brand message.”

For any video advertising enquiries or programmatic deals, please contact Nikita Ramrakhyani, National Sales Head -

About mCanvas:

mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features in to the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools and providing a marketplace (of 70+ publishers like Moneycontrol, RepublicWorld, TheHindu, ScoopWhoop, and SportsKeeda) to run these experiences at scale. To see our award-winning work and learn more visit:

Media Contact:
Nigel Dsouza
9619441315 / 022-40360100

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