Digital media solutions provider Affinity has announced the launch of a new mobile ad unit called M-Canvas. The announcement was made today at ad:tech New Delhi. The company says the new ad unit provides a canvas for brands to create immersive story telling experiences. At launch M-Canvas is available for India traffic only on mobile web.
M-Canvas consists of 2 elements – Initiator and Impactor. The ‘Initiator’ is a thumb-sized overlay, which appears at the bottom left corner of webpages. Engagement with the initiator brings up the Impactor, a full screen ad, which is designed to deliver a cohesive story telling experience. The initiator works as a prelude for a user to engage with a brand’s message. The full screen Impactor can include a variety of short form content – trailers, intro videos, posters, coupons, games, microsites, store locators, social share functionality and various native mobile functions like making calls, sending texts and emails, downloading apps, add to calendars, reminders, etc.
According to Lavin Punjabi, President of Affinity, “Advertisers in India still view mobile advertising as an afterthought instead of a strategic medium. Mobile banners are too small, ineffective, attract a lot of accidental taps and mainly used for lead generation or direct response ads. For brands and media buyers it’s an end-to-end solution, which includes Ideation, Design, Ad Serving and Distribution on premium content websites.”
Affinity says M-Canvas’ rich ad experiences can be accurately targeted to various audiences and content channels and garners between five to ten times more engagement as compared to standard mobile banners. It also comes with advanced analytics like engagement rates (after eliminating accidental clicks), video completion rates, time spent, and custom event tracking.
"Achieving ad engagement, content engagement and audience engagement together on a mobile device remains a holy grail for advertisers. This is the first time for any media solution provider to offer a combination of all three in a mobile ad unit in India. M-Canvas is designed to put consumers at the center of an ad experience and facilitate brand advocacy,” said Dharika Merchant, Senior Director (Advertiser Business Development) at Affinity.
For content websites, M-Canvas adds a new revenue stream for publishers. It uses 20 per cent lesser real estate as compared to the smallest mobile banner and can yield up to 4x revenue, as per the beta-launch test results, says Affinity. It’s a responsive unit built on HTML 5, which allows it to serve on most smartphones and tablets. Given that user experience is key, the built-in ad exposure functionality limits the number of times a user is exposed to initiators throughout the day. Additionally, yield is maximized by adaptive ad serving—where ads are delivered to individual users based on their interactions like engagement rates, close rates, and brand preferences.