Panoramic Ad Formats Enticing In-App Clicks
A new virtual crop of advertising formats are emerging and they’ve been designed not just to counter the banner blindness issue but get users actively involved, interacting with a brand’s messaging in some rather creative ways.
Microsoft announced recently that it partnered with several agencies last year to create concepts that show off the potential of its new “Ad Pano” format. Agencies and publishers are both now leveraging Microsoft’s Advertising SDK for Windows 8 to build the format which “gives advertising unlimited storytelling potential to customize their ad experience to deliver an interactive, immersive, panoramic ad experience comparable to a magazine fold out,” said Jennifer Creegan, GM for display advertising experiences at Microsoft Advertising in a blog post (http://wsm.co/12kk81v).
The ads are certainly innovative and creative (as you can see in the video below), but do they work? According to research from Nielsen, who conducted a study to gauge the effectiveness of Ads in Apps for Windows 8 campaigns, apparently so. Nearly 60 percent of people exposed to the ads perceived the brands as innovative, cutting edge and trustworthy. But that’s not all. Ads in Apps for Windows 8 are also contextually relevant and driving positive brand association. Campaigns that fit within the app content performed well in lifting brand affinity and purchase consideration by 69%.