By Tim Maytom
Asda has launched the first Rich Ad Messaging campaign in the world, engaging with consumers via mobile devices using a scrolling ad message that appears in web browsers and apps, advertising the supermarket’s Easter promotions.
The campaign combines the reach of a mass broadcast execution with the high impact value of rich media engagement, and was developed by Manchester-based digital agency Regital, in conjunction with Carat UK, and launched using the Zapp360 tech platform.
The message uses the ticker-tape style ad messaging to reveal three rich media consumer touch points including the current TV ad for the retail brand and the destination website.
“The immediate response from mobile ad messaging is familiar to brand advertisers, so it takes a progressive client to embrace the opportunities that can be gleamed from redirection,” said Ian Vint, director of Regital. “By introducing rich media post-ad message, we are able to showcase content the consumer is already connected with, before they land on the destination site.
“Third screen advertising is commonplace in the industry, but this is the first mobile campaign to combine these unique executions, and is breaking new boundaries.”
Source:: Mobile App News