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Note: This article was originally published in Mobile Marketer’s Classic Guide to Mobile Advertising.
Many verticals have embraced mobile advertising, but entertainment in particular has seen early and consistent success in tapping into the creativity and impact of the mobile environment. Discovery Channel is notable among entertainment’s mobile innovators, with standout work including the mobile rich media campaign supporting Season 4 of the popular series, Storm Chasers. (more…)
Note: This article was originally published in Mobile Marketer’s Classic Guide to Mobile Advertising.
Jetpacks notwithstanding, smartphones and tablets have propelled us into the future, where rich information and entertainment leap off our screens, draw us in by fingertips so deeply that we crash blindly into one another while walking down the street. For Marketers, mobile’s growth represents an exceptionally personal environment in which to connect with consumers and an exceptionally fertile ground to deliver meaningful display advertising.
So with the future — in the form of mobile devices — now literally in hand, the question for Marketers is: why attempt to engage consumers that are hooked on the deeply engaging, rich capabilities of their beloved devices with static ads? (more…)
Among the endless possibilities mobile rich media ads provides, in-ad games can be particularly effective in capturing – and keeping – consumer engagement. A recent example of a creative in-ad game comes from Vicks, who in collaboration with MediaVest Global and Possible Worldwide, challenges users to fight cold symptoms in a fast-paced game of target practice.
In the Medialets-enabled in-ad creative, “Cold Symptom Knockdown” gives users 10 chances to throw Vicks DayQuil or NyQuil boxes at 5 moving targets, each named after cold symptoms, such as “sneezes” and “sniffles.” (more…)