Banner ads on mobile have had a hard time finding success,
but some are optimistic that banner ads can still become a winning formula for
advertisers looking to capture the increasingly important mobile shopper. It is
not only the small screen that is prohibitive for the advertiser, it is the
fact that a phone is both a personal and utilitarian device. The user is more
often than not trying to accomplish something when using the phone, therefore
there is a resistance to interacting with ads, pop-ups, buttons, that may take
them to another page, app, or screen.
Native advertising can be embedded within the content of
applications, but that makes them harder to scale. Banners fit in well with the
ad-buying economy, but they need to become more effective before the full ROI
can be felt. Behold the emergence of mobile-specific rich media units, the
likes of which have existed on desktop advertising for years, and allow the
consumer to interact with an ad without having to leave their current page. The
Interactive Advertising Bureau has been promoting a Mobile Rich Media Ad
Interface Definition standard that would allow/enable mobile rich media ads to
easily scale across mobile ad networks. Perhaps most interesting is the ability
for these ads to adapt to contextual clues provided by the device, like
location.
The following images are from Namo Media, one of the
companies at the forefront of mobile advertising – so much so that they were
acquired by Twitter last spring.
Support for custom content streams:
Animation between ads as user swipes horizontally:
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