Ads for Toyota’s Prius V appeared over the weekend in Livestand, Yahoo’s new digital reading experience for the iPad. As exclusive sponsor of the new app, Prius has 40 percent share of Livestand ad space during the launch period.
Toyota is using Yahoo’s so-called Living Ad format, designed to grab users with high levels of interactivity, including photography and sequenced videos that use the device’s accelerometer and large canvas. The ads are priced in the $200,000 to $500,000 range for packages that run through Q1 2012, according to Alex Linde, Yahoo’s director of mobile and tablet advertising. He said prices vary according to the look and feel of the ad.
Dionne Colvin, national manager of media for Toyota, said in an email, “This ad unit takes advantage of how users interact and explore with the iPad as opposed to other digital and mobile devices.” She said the novelty of Livestand and the Living Ad will help Toyota make a splash with its car launch.
In an ad effectiveness study conducted by Yahoo and Ipsos prior to the official launch of Living Ads, users were considerably more likely to interact with a Living Ad for jeans brand Denim & Thread versus a static ad. Forty-four percent of those who saw it had a higher opinion of Denim & Thread after seeing it, versus 36 percent for the static ad.
While the numbers do indicate strong engagement with the ads, advertisers hoping for similar results should plan for a significant production investment. The Denim & Thread Living Ad used assets originally shot in 2010 for a plasma screen “motion poster” format.
According to data gathered for the report,‘Communications Infrastructure: The Backbone of Digital,’ 88% of IT professionals and 61% of marketers ranked their company’s current communication infrastructure as 'cutting-edge' or 'good.'
According to Matt Hoggatt, CEO of mobile audience network ReachMobi, there are rich opportunities in the realm of mobile web, if only mobile companies knew how to realize the platform’s potential. We caught up with Matt for a glimpse into the future of mobile web, and to find out what web push notifications have to offer marketers.
Last week, a panel of ecommerce and mobile experts joined together for a webinar to discuss key topics surrounding the mobile app ... read more
As we have learned from the previous columns in this series, images are the major contributor to bloated, slow-loading mobile pages.