Tag: interactive mobile ads

New interactive mobile ads launched by Pandora

Pandora has announced that it is testing out a new type of mobile advertising to better engage its users.

The streaming music platform has said that its new mobile marketing strategy is a “visual ad experience” that involves the use of interactive mobile ads that are also highly visual. According to Pandora Media, the beta version of its new mobile advertising option will feature ads from the automotive industry, including Lexus Dealer Associations, as well as ads from clothing company Express.

The company’s more than 80 million listeners will now have better control over the ads they receive.

Users of the popular streaming music platform, who already have the power to pick and choose the types of music to which they want to listen, will now also be able to have more control over the ads they receive via an intuitive swipe versus tap-to-dismiss functionality, reported The Motley Fool.

Interactive Mobile Ads - Smartphone Playing MusicInstead of the previous closable pop-up box, ads will now automatically adjust to fit the size of the phone screen and exist only within the square space that usually displays the album art.

Additionally, the new mobile ad format gives advertisers greater control as well, providing them with the ability to measure listener engagement metrics such as viewability and time spent. Advertisers also have the ability to deliver videos within a responsive display unit. These videos are muted by default when the user is listening to music, but listeners have the option of taping on the video to un-mute it and watch it in full-screen if that is their choice.

The new visual and interactive mobile ads will become available to more advertisers later in 2016.

In a recent blog post from Chris Phillips, Chief Product Officer at Pandora, the CPO said that the company is “setting out to reinvent Pandora’s mobile display ad solution to take better advantage of screen real estate, and features native to our own platform. We’ll also be emphasizing the human need for attention on an ad, which needs to take place before meaningful interaction with brand content can happen.”

The new visual ads will be made up of a series of native, mobile ad formats, according to Pandora. These formats are what help to make rich media, display ads and video more effective and impactful for marketers, the company explained.

Pandora’s full interactive mobile ads program will roll out later this year to all advertisers.

Mobile ads with interactive components are the most successful

According to recent research, this is the type of advertising that will bring about the best results.

When it comes to the number of options for mobile ads that are currently available for brands and companies, there is certainly no shortage, but recent findings have found that some are more effective than others.

The research indicate that success rates vary greatly depending on the type of advertising that has been selected.

Many brands are, therefore, opting to focus not on a single type of mobile ads, but rather on the diversification of their efforts. This, despite the fact that social media marketing has been shown to be quite effective when it comes to communication with consumers over smartphones and tablets. The issue at the moment is that brands and companies know that this channel is a vital one, despite the fact that it is very new and involves a considerable degree of inconsistency.

The multibillion dollar industry surrounding mobile ads has yet to find a standard for itself.

Interactive mobile adsThe recent report on the research was published by Celtra, a mobile advertising company. It stated that the future of this channel will be in interactive advertisements, such as those that involve quick and entertaining games.

Matevz Klanjsek, the chief product officer at Celtra, said that “Gaming ads are advertisements that use gameplay and/or gamification mechanics as a core of their user experience,” adding that “Most often, these ads look like branded minigames served into an ad placement. They typically feature standard gaming elements, such as core gameplay, scores, leaderboards, and they often allow users to share their score/result on social media.”

Celtra, itself, is seeking to secure its position in this part of the industry through its own mobile gaming commercials that are designed to provide businesses and brands with a competitive edge. The goal of this type of mobile ads is to directly and rapidly increase the engagement and click through rates being generated by advertisements displayed over smartphones and tablets. The report came to the conclusion that the billions of dollars that are being spent on marketing has made it vitally important for companies to understand their next step. The data that they have presented shows that interactive will be their chosen path and they believe that the rest of the industry will choose “to follow its lead”.