Hot on the heels of Jim Tarr’s mobile announcement last week about rich media on mobile, the UK team has been hard at work launching the first ever expandable banner on MSN Mobile.
Users see the banner about Nicholas Cage’s new film on their device with the call-to-action to tap and see a trailer. The banner expands out to give an array of options to engage.
Oliver Grundy from MEC Interaction - the agency we worked with to launch the campaign - gave us three reasons why this mobile execution made sense for him:
1. For major film releases up to 40% of Box Office takings comes from London. By using mobile we can up weight this area by geo targeting which is a good alternative to traditional media routes. Age profiling is equally important which is another reason why mobile works perfectly.
2. My reservations of advertising on mobile has been the quality and impact of the ad spaces which subsequently was not a great reflection on the film. The expanding banner placement allows us to have this impact and enhance the user's experience with our brand.
3. The audience profile for MSN is perfect. Naturally delivering well against 18 to 35 men which will appeal to Nicholas Cage fans and fans of the original Bad lieutenant.
You can get more information on the different formats available in the UK on our Mobile Advertising site.
I’m personally looking forward to seeing more of these examples of mobile creativity. We've long been asked when the year of mobile is coming, and although I won’t stick my neck out, you can safely say this is the decade!
Cheers
Mel
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