Dive Brief:

• Ahead of NewFronts next week, Yahoo announced two new ad units involving video—native auto-play video ads and video-based app-install ads. 
• The native videos will play automatically and muted on Yahoo's homepage, as well as on digital magazines like Yahoo Food and Yahoo's mobile apps. 
• The video app install ads are similar to short trailers for the apps that deliver a download link. 

Dive Insight: 

Yahoo—already a leader in video—also made announcements about video ads at last year's NewFronts event. This year's reveal is a continuation of Yahoo's promise to deliver innovative and effective video ad options.

According to Yahoo's release, the new ad units performed well in testing, with app install videos delivering an 89% completion rate and native ads resulting in a 50% increase in brand favorability.