Is it possible to be interruptive in an engaging way without interrupting? That is the question mobile advertisers are trying to answer. Some platforms are interrupting in the worst ways possible. For example, The Next Web recently released an ad format that moves articles out of the way to automatically play a video ad that is outrageously hard to exit out of.
So, is there any way for mobile ads to not be annoying and spammy? Snapchat is blazing the trail for creating new forms of ads that “blur the lines between advertising and content”, according to an article by Ragnar Kruse on Adweek.
Some of these new ad forms include sponsored creation tools for brands that allow selfie filters and geofilters with their brand name or imagery. These ad forms allow everyday users to do what they love on Snapchat (taking selfies with filters) while directly interacting with (and sharing with their followers) the brand. Here’s some examples:
These content pieces feel far less like ads, because of the “authentic” feel and consumers actively choosing to bring the brand into their snap. Ragnar Kruse’s Adweek article features a stat from our recent survey: 70 percent of 18 to 34-year-olds prefer peer endorsements over celebrity endorsements. It raises the question – how are brands to create campaigns that are truly authentic? Head over to Adweek to read the rest of Kruse’s article and learn about the Catch-22 of authenticity in advertising.