Interactive Display AdsThe interactive displays
Booth of interactive advertising: A new format gives creative results to your advertisements.
The increase in mobility has prompted brand owners to find out how they can do more with less display property and less exposure. Combining new technology, more efficient handsets and the urge to explode through blinding banners, a new degree of creative is emerging in portable ads as interactive ads gain importance.
There are a number of businesses at the top of interactive advertisements - also known as commitment or Immersive Ads. Reconsider the 360-degree visual, enhanced Reality (AR) and VR default ad experience in which the goal is to get the user to engage with ads that go beyond mere click-through to go to a website or downloaded an application.
Those businesses, and the brand (s) they work with, will tell you what results they'll achieve when they rethink what kind of advertisements show that interaction is only going to become more important. "Interaktive ads are a way to waste more precious consumer time," says Kara Manatt, SVP, Auditory intelligence and strategic consultant at IPG Mediabrands' MAGNA-Agentur.
In this year, the squad carried out a large test of interactive ads with four large brand names from different sectors. Here is a look at some of the actual use cases and interactive advertising campaign format initiatives that go beyond what the main platform offers (e.g. Snapchat 3-D global lens, Facebook cancer ads and their new use in web-based VR, 360 experience, Google Flash and test ads).
The use of interactive multimedia has opened up new possibilities for display advertising. In cooperation with the New York PadSquad, Timberland has placed a "colouring book" ad with a Nas movie and animation (see demonstration on the cell phone here). A Nas movie is shown that interacts with the sounds of Off, inviting the user to colour the animated animation and make it come alive (mobile demo).
The ad had reached 59 day videogame duration in less than 40 working days, with over 50 per cent of videotaping complete and more than 200,000 orders received, plus colouring and click-throughs, says Padsquad. Timberland's interactive display of Padsquad includes a picture that allows the user to colour in and a Nas movie.
LoopMe, the London-based portable videoplatform, also added a colouring element to an ad for Yorkshire Tea with the fairy tale book figure Gruffalo to support the brand's promise to grow 1 million tree over five years. Visitors could choose colours from the taste buds and divide their final products on online search. According to the firm, 97 per cent higher levels of recognition were found among those exposed to the ad than among an unlit group.
Yorkshire Tea's environmental credentials rose 39 per cent among those exposure to the ad. The Yorkshire Tea advertising campaigns allows Yorkshire Tea patrons to colour and split a photo of the Gruffalo fairy tale book hero. PadSquad's other interactive portable display types, such as the track layout that scrolls the "pages" of an ad with a gentle pitch of the user's telephone - without the need to browse or scroll.
The DSW used the standard file formats (mobile demo) for a special event in May. "Television is turning to videos, and the cell phone is where consumers' activities take place," says Stephen Upstone, president and co-founder of LoopMe. What's more, it's the cell phone that's the place where consumers' activities take place. This company concentrates mainly on providing services for mobiles and embedding videos in enriched ads. The Purchase Loop product uses artifical intelligence to optimise brands lifting campaign results according to what a brands wants to do.
A few samples of 360 footage campaigning with LoopMe: The North Face ran a 360-degree gyro display linked to meteorological information. Honda display lets users' mobile phone vibration when a motor vehicle is starting. It also used 360 videos to let the user see the inside of the vehicle.
Norway Air's air campaigns enabled people to click on places of interest and see them. Mountaine Dew and his OMD advertising company used Immersv's 360 and VR mobility platforms for an advertising drive to promote the VR experience: "The Professor Presents: "63 per cent completed the videos and 22 per cent clicked after the videos.
This 360-degree trailers (see below) encouraged the VR experiences in the Immersv networks of 360 and VR application editors and instructed them to do so. UmniVirt operates 360 VR ads on the publisher pages, beginning with an ad for GE that was published on the New York Times portable website in July 2016.
360 VR ads can be distributed in default unit formats across publishers' pages and applications as well as across community communities such as Snapchat and Twitter. Outlyer Technologies last year unveiled its Advrtas Adventure and 360 VR interactive ads using its patent-pending Panamorphic technologies. Although the firm also created VR and AR ads, it saw panamorphic entities as a way to "excite audiences today and then learning from them and expanding to include multiple user experiences as more audiences go online," said Robert Bruza, CEO of Outlyer, to me last past spring/early.
360-degree user navigations through a rich viewing experience that can even contain computer-generated 3-D or 2-D items, photographs or graphs, and transaction views in the ads. Interactive hot spots can be clicked to discover different facets of the area. "Videos are the hub of interactivity," says Meehan of PadSquad. Vvital launches an interactive ad space named Vvital, which can contain 360, buyable symbols, a searchable products galleries, stores location, interactive brand maps and other interactive functions.
The ABC used the Vivital file to advertise its Thank God It's Thursday (TGIT) show suites (mobile demo). Meehan says that in the brief 11-day flying season, Meehan saw more than 775,000 orders and 239 full day videos in overheads. Whilst VR commercials are still in their early stages, the AR is becoming more and more important, also because the size does not rely on being delivered via a direct connection via a direct connection set.
Now, Dragon is conducting regular AR campaign on its platforms. AR is ready to go far beyond snap chat to the web and other applications. With ARCore and ARkit, Google and Apple offer developer development partners a set of simple AR experiencing tool. Virtuell fitting (see accessories), face detection (Dynamic experience mask), interior world view (360 images/video), interactive 3-D object, a portal and pull-through statistical marker filter - with blueprints for more.
The San Francisco-based VR ad networking company OmniVirt also delivers AR and 360 Web viewing experience. Tel Aviv-based in-app ad rigged in September, the IronSource in-app ad campaign introduced the first AR ad formats to support high-end handset gaming that frequently uses 3-D (known in the gaming community as AAA gaming for its high level of design quality).
AR ad formats were created by IronSource's Playworks Studio when Apple's ARKit was still in alpha. "User can defeat Monster, collect points or enter the gaming environment before they are asked to deploy the application to play," the corporation said in a declaration.
They are also working on the development of a virgin VR advertising medium, called ''Cubemercial'', which brings the audience into a space where branded goods and movies can be displayed on any wall. Googles is also working on a cube-shaped VR advertising form. Visitors can sign in to Facebook or enter their name to see a personalised West Elm game.
Leadbolt, the lead bolt-on ad serving solution, last months released its latest release of a portable application installation ad that allows consumers to test an application before they download it. According to the firm, the average click-through ratio of playout ads to statistical interstills was doubled and the average 4x increase in page count was achieved. An interactive slide bar will appear after the trailers, letting the user move up or down to see pictures and character description of the movies, followed by the Fandango click to buy ticket for the movies.
EisenSource is releasing 4D Interactive Ads this past months. Interactive advertising level via interactive videos and interactive "Choose your own adventure" trips guide the user through various scenes within the advertisement. Advertisements vary as people make decisions and respond to unique queries.