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Snap launches free rich-media ad formats to raise ‘poor standard’ of mobile creativity in Asia

Ocean Park mobile creative

Snap Mobile, a division of digital agency Pixel Media, has launched a series of rich-media ad formats that it says will help raise what it believes to be poor standards of creativity in mobile advertising in Asia.

The product, called RM5 – short for rich media 5 – offers 11 mobile display ad formats using HTML5.

The agency is absorbing costs for production – which can run to HK$20-30,000 per campaign – and is only charging for media, albeit at a higher price.

“I think that most mobile advertising in the market right now is pretty boring and static,” Pixel Media boss Kevin Huang told Mumbrela. “There is little to no interacitivy or engagement. Advertisers are just running newspaper ads with no animation.”

“The barrier to running HTML 5 ads on mobile has been cost and a lack of skills to execute campaigns. What we’re doing is removing these barriers by offering production at no cost,” he said.

“We’re making the investment in the hope that the market will grow. It won’t grow if advertisers don’t see the value in it.”

The new formats come with tap, swipe, move, touch, flick, spin, real time clock and maps integration.

Andrew Wong, GM of Starcom MediaVest Group Hong Kong said in a press release from Pixel: “Rich Media advertising be it on mobile or desktop simply work better and studies have shown that they increase brand awareness by a 25% compared to standard display formats but challenges remain on mobile. We are seeing increasing demand from our clients for mobile and we see RM5 as a great add on solution to complement our media strategies.”

A demo of an Ocean Park campaign on Snap Mobile can be viewed here.

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