The latest mobile advertising formats that are getting good response rates are also getting widespread use. Find out about the updated mobile ad unites the industry is moving to in America, and increasingly worldwide…
The five new types of online units chosen by the Interactive Advertising Bureau as Mobile Rising Stars improve upon the sometimes intrusive and frustrating formats of the past.
The common thread among units, such as a mobile filmstrip with swipe-able thumbnails and a pull unit that works like a window shade, is that they bring ad assets into the screen, rather than moving the viewer to another location.
The new ad units are:
— IAB Mobile Adhesion Banner
— IAB Mobile Filmstrip
— IAB Mobile Full Page Flex
— IAB Mobile Pull
— IAB Mobile Slider
Winning submitters included AOL, BabyCenter, Crisp, Google, Jivox, Mediamind, Medialets, Microsoft, Pointroll, Time Inc., The Weather Channel, and Yahoo!.
The winners of the Mobile Rising Stars initiative were selected by a cross-disciplinary group that included agency creative directors, media executives, publishers and ad operations specialists, who judged the ad formats for their potential to propel brand creativity on mobile devices at scale.
“The IAB Mobile Slider worked perfectly for what our client Jaguar was trying to accomplish. It showcased their latest models beautifully. It was a great branding campaign, yet it was also effective in driving traffic to the Jaguar site,” said Patrick McCormack, Vice President, Mobile Sales and Strategy, The Weather Channel Companies.
“The Mobile Rising Stars ad units are already operational in the mobile marketplace and growing in usage,” said Peter Minnium, Head of Brand Initiatives, IAB. “We invite all key players in mobile to submit comments, so we can ensure all voices are heard. After incorporating feedback, the final formats will provide the creative canvasses marketers need to deliver new and exciting experiences across all mobile platforms.”
“The Mobile Rising Stars initiative offers the interactive advertising industry the tools to provide rich, engaging creative that speaks to consumers’ mobile experiences,” said Anna Bager, Vice President and General Manager, IAB Mobile Marketing Center of Excellence. “This is right on target with the Mobile Center’s mission to drive richer brand marketing across smartphones, tablets, and other devices at the broadest possible scale.”
The detailed specifications necessary for these units to run across screens and operating systems, as well as the mobile web and apps, were created by the winning submitters to the Mobile Rising Stars contest.
The Mobile Rising Stars specifications were released for public comment at IAB Mobile Marketplace, “Make Sense of the New First Screen,” held at the Crowne Plaza Times Square in New York City.
The public comment period for the IAB release of Mobile Rising Stars specs will run through August 16, 2012. Once the public comment period ends, IAB will evaluate the comments received, make any needed changes, and make the final version available.
Watch a video featuring industry comments on the latest mobile ad formats here:
http://www.iab.net/risingstarsmobile
