Mobile ad agency 4th Screen Advertising has launched a new ad format to specifically target the one million plus iPhone users in the UK
4th Screen’s ‘iSlide’ is a 'touch to expand' rich media ad-format which represents a breakthrough as the mobile industry seeks to move creatives beyond the standard banner and to deliver a more creative mobile advertising experience for brands.
The iSlide expandable format is similar to online formats where users can click on a banner which expands the advert to deliver a full screen rich media display.
The first brand to make use of the new ad format will be Barclaycard with a campaign which goes live this week and will feature at m.guardian.co.uk.
As part of the Barclaycard campaign, 4th Screen will be serving ‘iSlide’ banners initially to The Guardian’s iPhone application and will add other premium publishers over the coming weeks.
The banners, once expanded direct the user to the iPhone app store to download the specially created Barclaycard Waterslide game.
Zac Pinkham, agency sales director at 4th Screen Advertising comments: “With over one million iPhone users in the UK, this is a prime opportunity for brands, such as Barclaycard, to own this space and to really engage with a receptive ‘tech savvy’ audience. Consumers expect and need to be presented with engaging sticky content to keep them interested and the ‘iSlide’ provides the ideal format to do just that.”
Jon Mew, head of mobile at the IAB adds: “iSlide is a great example of what is now possible thanks to recent developments in handset technology. New initiatives like this which push the envelope of mobile advertising can only be good for the mobile advertising industry as it continues to grow in importance for brands.”
