Mobile Embrace develops innovative mobile rich media ad unit

Mobile Embrace develops innovative mobile rich media ad unit for the Paramount release of Hercules

21 July 2014 – Mobile Embrace’s 4th Screen Advertising, New Zealand’s leading mobile advertising sales agency, has launched two complimentary rich media mobile ad units to promote the premier of the Paramount film Hercules.

The innovative creative sees the use of an in-banner video combined with an animation overlay to bring to life the film’s essence and offer users a deeper level of engagement that is more attention grabbing than a static banner ad.

Cindy Leong, spokesperson at Mobile Embrace New Zealand, says, “We were approached by MEC/Y&R to develop an interactive campaign that innovates on the film’s central character, Hercules, and offer audiences an entertaining ad format that is highly engaging and ignites user interest to see the film.

“Mobile is one of the most personal and engaging mediums. This campaign demonstrates yet again how brands can connect with their target audience in new and exciting ways beyond the banner and on a device they use the most. With standout formats such as these, users are drawn to interact, especially when placed in highly contextual publisher environments within our premium network,” said Ms. Leong.

Custom-designed for mobile, the highly engaging, rich media ad unit captures the audience’s attention from the second the user arrives on the m-site or app featuring the ad.

“The in-banner video captivates users with a short teaser to the film that instantly plays when the user opens the m-site or app featuring the ad. Users are then prompted to click on the eight-second in-banner video which features an animated overlay, where the film’s title runs across the screen in a sequence of movements – without requiring the user to leave the page they were on,” said Ms. Leong.

Amber Conroy, Business Director MEC/Y&R, said, “We turned to the experts at Mobile Embrace to push the boundaries on user engagement and entertainment. Their industry leading ad formats and compelling creative means we’re more likely to capture the attention of the growing volume of users on smartphone devices and interact with them in a more meaningful, fun and memorable way.”

To ensure maximum contextual relevancy, the mobile campaign for Hercules will be published on premium m-sites and apps across Mobile Embrace’s tier-one premium publisher network, including: The New Zealand Herald; Sportsmate, such as League Live, Footy Live, and Union Live; and, Perform Group apps such as goal.com, Cricbuzz and Eurosport. The campaign will run from 21st July – 27th July, 2014.

“Our premium ad network will ensure that Paramount’s mobile campaign for Hercules appears alongside recognised, quality local and global publishers,” added Ms. Leong.

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