Dive Brief:

• A new ad style allows brands to deliver video content based on what a mobile user is reading at the time. 
• Developed by ad company Kargo, the Kapsule mobile video ad scans an article for keywords and then delivers video content recommendations in a slide out player from the page's right side. 
• Target is the first brand to try out Kargo's Kapsule, which hopes to expand from offering recommendations of publishers' content to creating media company partnerships that drive traffic across mobile sites. 

Dive Insight: 

Video, especially in mobile, will potentially be the medium that sets publishers ahead of the pack when competing with other companies. Just like traditional content recommendation widgets that deliver links to other articles, Kapsule will help drive traffic to publishers' and advertisers' mobile video.