Mobile ad sales agency, 4th Screen Advertising, has launched its new suite of mobile creative ad formats Gyro, Slidey, The Selfie and Trapdoor.

Peter Birch, managing director at 4th Screen Advertising Australia and New Zealand, says, “We are constantly pushing the boundaries and developing new opportunities for brands to reach, engage and interact with the growing volume of mobile users. With this in mind, we developed four new interactive ad formats for brands looking for more authentic and entertaining ways to engage their target audiences and at scale.”

Featuring the latest in rich media capabilities, 3D and now gyroscope, the user-initiated ad formats invite the user to ‘click’ on the banner ad and direct the ad sequence. The formats include:

Gyro. Integrating gyroscope and accelerometer, Gyro enables users to navigate ‘through’ the ad sequence and get a 360-degree view of virtual panorama. Ideal for automotive and travel campaigns, Gyro allows users to truly immerse themselves in a dynamic branding experience.

Slidey. Driving banner awareness and curiosity, Slidey is a creative banner that glides up, down or across the page, prompting users to ‘tap’ and ‘launch’ the in-banner ad.

The Selfie. Advertisers can now integrate ‘selfies’ into their ad campaign. Its features include layered drawings, photo filters and picture-in-picture for a highly personalised campaign that’s ideal for sharing via social media channels.

Trapdoor. Captivating a user’s eye the second they land on the m-site or app featuring the ad, Trapdoor acts just like a ‘trapdoor’, with the banner ad unlocking creative features which fall over the page.

“Engaging, immersive and highly functional, we are excited to roll out our new creative ad formats and enable brands to develop more meaningful two-way interactions with users,” added Birch.

Our creative campaigns are already generating powerful engagement rates, with average user dwell times lasting more than a minute – rather than seconds. As we integrate our new ad formats into our mobile campaigns, we hope to raise the bar even further this year.”

To ensure optimal targeting and contextual relevancy, 4th Screen Advertising’s mobile campaigns will be featured across its premium mobile advertising network, which accesses over 14,000 premium global and local publishers and advertisers, and reaches an audience of more than seven million Australians across app and mobile web platforms each month.