Yahoo was at the Cannes Lions festival to announce a new ad format, which they are calling ‘Yahoo Tiles.’ The ad format will allow 360-degree imagery as well as video formats on the Yahoo Gemini system and their BrightRoll platform. Early use of these Tiles have offered improved engagement for the advertisers.
In fact, according to the announcement, “One QSR advertiser saw a 4x lift in user engagement when designing an experience for users to swipe through multiple flavors of their product. In another instance, a CPG brand built an immersive 360-degree dinner experience to draw in the consumer and saw a 5x lift in time-earned, or the average time a consumer spent viewing and interacting with the ad.”
Of course, people are going to spend more time on the new ad format because it is new and interesting. As people get used to seeing these types of things, the engagement may start to drop.
Yahoo described the new Tiles this way, “Yahoo Tiles enables brands to tell visually compelling and immersive stories on mobile devices in a post-tap environment. When consumers click on a mobile ad, they are taken to a custom mobile landing page that can feature 360-degree content, including video and images, as well as dynamic and interactive features such as video, swipeable images, and social feeds. With its lightweight design, Yahoo Tiles delivers a more engaging and seamless consumer experience for a mobile native, video and display ads.”
