Yahoo has launched ‘Tiles’ a new mobile ad format that lets brands to tell visual stories on mobile devices.
When consumers click on a mobile ad, they will be taken to a custom mobile landing page that can feature 360-degree content, including video and images, as well as interactive features such as swipeable images, and social feeds.
Yahoo Tiles is available for advertisers through Yahoo Gemini and BrightRoll and will ensure that brands tell a more creative and compelling story across Android and iOS devices.
Andrew Balfour, Global Creative Innovation Lead, said: “Time spent consuming media on mobile devices has surpassed traditional TV, and at Yahoo, we’re working to build advertising solutions that help marketers take advantage of this growth. Today we’re excited to introduce Yahoo Tiles, a new mobile ad format that brands can leverage to reach consumers through engaging, interactive content.”
In one example given by Yahoo, one trial advertiser saw a 4x lift in user engagement when designing an experience for users to swipe through multiple flavors of their product.
In another instance, a CPG brand built an immersive 360-degree dinner experience to draw in the consumer, and saw a 5x lift in time-earned, or the average time a consumer spent viewing and interacting with the ad.