Global display advertising provider, Tribal Fusion, a division of Exponential Interactive has launched their own versions of 'Pushdown' and 'Sidekick', two of Internet Advertising Bureau's Rising Star online ad formats.
The two ad units, the company claims will help deliver high-impact, user-initiated campaigns to advertisers' target audiences at scale.
The new executions take the basics of the Sidekick and Pushdown formats promoted by the Internet Advertising Bureau but differ in key ways to drive higher rates of interaction and make them available at greater scale. The move allows advertisers to combine the benefits of advanced online audience targeting with highly engaging ad formats.
Both units aim to deliver high-impact campaigns and user-initiated brand engagement in online campaigns through mini-website experiences that open up when a user clicks or rolls over the basic ad. Once initiated, the units move the page content either to the side or down to reveal a much-expanded ad in which advertisers can add product information, video content and social sharing features. On closing, the unit collapses and page content moves back to its normal place.
Tribal Fusion's versions of the units work in the same way but run in more commonly used display banner sizes, enabling them to be offered by many more web publishers. The company's direct relationships with web publishers combined with its technical integration with their web pages enables Tribal Fusion to deliver the new formats at greater scale.
"Innovating these new forms of ad unit has meant that the scale available to advertisers wanting to use them reaches a whole new level", says John McKoy, Managing Director APAC at Exponential Interactive.
"Because an advertiser can leverage our advanced audience targeting capabilities, they will be able to reach their most valuable prospects with these new highly impactful and engaging campaigns," he adds.
The new units have also been designed to provide a consistent and recognisable end-user experience. Both include similar animation features in the basic ad that invites the user to interact. Consumers that have engaged with one of the units before will recognise the same invitation in future campaigns.
"Our versions of Sidekick and Pushdown take the best of the Rising Star initiative and evolves them to grow the scale at which they can be delivered and establish consistency in the user experience that drives consumer acceptance and engagement rates," says McKoy.