Mobile brand advertiser Kargo has launched several new creative ad formats that were uniquely designed based off of research findings to provide mobile users with an engaging way to interact with brand advertising.
These formats have shown to provide an increase of 2.8 times more engagement, with 10 per cent higher clickthrough rates (CTR).
The new mobile-first creative executions, Vertical Micro-Carousel, Horizontal Micro-Carousel and In-
Article Silhouette employ innovative scroll-reactivity that allows for more engagement from the user and
gives control over an unexpectedly immersive advertising experience.
Dan Murphy’s is one of the first to utilize these formats, starting with the In-Article Silhouette design, which will be used to promote their 2018 Christmas Magazine.
Dan Murphy’s digital marketing specialist Tala Salah said: “Kargo is one of the most innovative mobile brand advertising platforms in the region.”
“One of the reasons we decided to partner with them on this initiative is due to their commitment to ensuring creative excellence that delivers quality return on ad spend.”
“The silhouette format adds an element of surprise and delight for readers, and we’re excited to see them interact with our brand in a completely innovative way, across all mobile devices.”
By incorporating scroll-reactivity, the ads allow for enhanced user engagement with the creative and
subsequently, the brand.
These new formats offer elements of surprise, which shows how marketers can rethink ways in which they are engaging with their consumers in order to create the optimal user experience.
Key highlights for the ad formats include:
• Vertical and Horizontal Micro-Carousel: As users scroll, the carousel panels animate into view, vertically or horizontally depending on the unit.
Both are placed in-article, so they become viewable in a native manner as the user naturally scrolls through editorial content.
The vertical iteration utilizes Kargo’s in-article Venti unit, allowing advertisers to maximize the mobile real estate through a nonintrusive large branded canvas.
• In-Article Silhouette: Appearing within editorial content, the in-article placement is an effective way to reach highly engaged users.
As the user scrolls the in-article unit into view, one element grows in size, breaking out of the top and bottom of the canvas to create a silhouetted effect.
Kargo APAC general manager Robert Leach said: “Kargo is heavily focused on being a creative research-based business, and this helps to inform our product development.
“Our recent Optimise for Mobile Eyes study showed that when a user is interacting with scroll reactive units, there’s a reported 2.8 times higher engagement than standard banners.
“We’ve developed these new ad units that not only consumers will find captivating, but they’ll deliver results for advertisers within premium, brand-safe content.”