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TBT in the Fight Against Enraging Mobile Ad Experiences: The First Engagement Format

In 2012, we launched our first mobile ad format, which encouraged mobile users to engage with ads in a way that was intuitive yet unconventional: a horizontal “swipe” across the screen to reveal more of the ad. This was an early iteration of the popular Carousel ad format that we offer today. That first ad spun heads, or more accurately, fingers. Nearly 20% of users engaged with the ad and swiped to reveal more of the ad, a few orders of magnitude above the baseline CTR for non-adhesion units[1]. That proved our hypothesis that engagement – tangible, intentional interactions generated by good ads and good ad formats – work for consumers and marketers alike. Furthermore, independent research[2] has shown that two-thirds of U.S. consumers prefer more engaging mobile ad experiences, which also drive higher brand awareness, favorability and purchase intent for marketers.

Since then, we’ve added +20 ad formats to our arsenal; 13 of which have patents against them (& more pending!). All of our formats are designed to elicit engagement - swipes, scrolls, tilts, etc. These micro-interactions represent the most significant blindspot marketers have in their understanding of the consumer’s path-to-purchase.

“To decrease your FOMO, In 2012, the preferred airline app was JetBlue.”

[1]: Sizmek benchmarks report 2014

[2]: “Study: 66% of Consumers Want Better-Designed Mobile Ad Formats (and Your Brand Should Too)” - Applause (Dec. 2016)

Posted by: Eran Geva, Senior Marketing Manager