February 29, 2016
By Julia Ennis
In today’s Digital Nugget post, we will continue our discussion of digital display ad types, specifically ones for mobile platforms. In our last post, we discussed which traditional ad types have become popular for use on smart phones. Today, we will explore the mobile ad types that the Interactive Advertising Bureau has deemed “Rising Stars.”
What is a Rising Star Ad?
In short, Rising Stars are ad types that are gaining in popularity because they use newer technologies to engage audiences and drive brand awareness in unique ways. For a more detailed discussion of what goes into determining Rising Stars, you can check out our post on Rising Stars for Desktop.
This ad type adds a new feature to the standard mobile banner ad that does not negatively impact user experience. While static banner ads are integrated into a mobile webpage, adhesion banner ads remain at the bottom of the browser. The ad disappears during scrolling, so as not to interfere, then reappears when the user stops scrolling.
Pull and Slider
While the Adhesion Banner improves on the Static Banner, the Pull and Slider allows for expandable banner ads to be dragged elsewhere on the screen to avoid getting in the way of content on the page. Like Adhesion banners, Pull and Sliders ensure that the location of the ad does not interfere with user experience.
The Filmstrip ad type is the perfect solution for getting a substantial amount of content across in a small space. Different modules scroll through the ad vertically, allowing for use of a variety of media, such as videos, photos, and games. This is the perfect ad type for use on both smart phones and tablets. On a smart phone, a Filmstrip ad will typically take up the entire screen, while on a tablet, the ad will be featured in the sidebar of a webpage.
Full Page Flex
In addition to the ad above, this type of ad is also perfect for use on both tablets and smartphones. Full Page Flex ads appear like interstitial ads, taking up most of the screen on a device. However, the ad works whether the device is held vertically or horizontally; not only does the ad flip with the device, but it readjusts to fit the screen in either position.
Be sure to check in to our next Digital Nugget post in two weeks! We’ll move on to a new topic in this series: digital video advertising.
[Images via IAB.com]
About the Digital Nugget Series:
Digital Marketing is a growing, constantly evolving area. For marketers trying to keep up with the latest trends, it can be exhausting!
LiftEngine's bi-weekly Digital Nugget, published every other Monday, is a series of articles that will educate and shed light on the Digital Marketing world and when a fit exists, relate it is back to direct marketing. The series will start with the very basics of digital - popular acronyms, channels, terms and strategies - and progress to the latest and greatest trends.