Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


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, 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.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Banks: Westpac Keeps Core Government Transactions Contract

The local arm of Westpac Banking Corp has kept its contract with the New Zealand government to provide core transactions, but will have to share peripheral services with its rivals. More>>


Science Investment Plan: Universities Welcome Statement

Universities New Zealand has welcomed the National Statement of Science Investment released by the Government today... this is a critical document as it sets out the Government’s ten-year strategic direction that will guide future investment in New Zealand’s science system. More>>


Scouring: Cavalier Merger Would Extract 'Monopoly Rents' - Godfrey Hirst

A merger of Cavalier Wool Holdings and New Zealand Wool Services International's two wool scouring operations would create a monopoly, says carpet maker Godfrey Hirst. The Commerce Commission on Friday released its second draft determination on the merger, maintaining its view that the public benefits would outweigh the loss of competition. More>>


Scoop Review Of Books: She Means Business

As Foreman says in her conclusion, this is a business book. It opens with a brief biographical section followed by a collection of interesting tips for entrepreneurs... More>>


Hourly Wage Gap Grows: Gender Pay Gap Still Fixed At Fourteen Percent

“The totally unchanged pay gap is a slap in the face for women, families and the economy,” says Coalition spokesperson, Angela McLeod. Even worse, Māori and Pacific women face an outrageous pay gap of 28% and 33% when compared with the pay packets of Pākehā men. More>>


Housing: English On Housing Affordability And The Economy

"Long lead times in the planning process tend to drive prices higher in the upswing of the housing cycle. And those lead times increase the risk that eight years later, when additional supply arrives, the demand shock that spurred the additional supply has reversed. The resulting excess supply could produce a price crash..." More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news