http://www.adweek.com/digital/disney-buffalo-wild-wings-and-gm-are-making-mobile-video-ads-more-interactive/
This article discusses a shift in mobile strategy to include interactive experience for viewers. You will notice that the large majority of companies mentioned (Disney, GM and Buffalo Wild Wings) are larger companies with higher marketing spend. This strategy plays on the recent trend towards augmented or virtual reality, allowing users to experience the product or brand via mobile device. I have read a number of articles recently about how mobile users skip through traditional mobile ads; this new interactive ad could help change that.
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