Yahoo yesterday unveiled a Mobile Showcase of ads run by major brands on Yahoo!, brands like McDonald's, Chevy Volt and Cover Girl.
There aren't many in the Showcase, but they're very recognizable campaigns like Visa's sponsorship of the Olympics in London, the films "Battlefield America" and "Madagascar 3," and McDonald's McRib.
The showcase is searchable by category (entertainment, finance, sport—the travel category is empty); by ad format, like adhesion and mobile site; and by features, like store locators, Twitter share, opt-in and sweepstakes.
One of the more elaborate examples: The mobile ads for the film Paranormal Activity 3, which took AdWeek's 2011 Mobile Media Plan of the Year prize. The ad (a collaboration between Paramount Pictures, MEC, Yahoo! and MNet) created the illusion that a user's phone was being taken over by some unknown force, then delivered customers to a unique landing page. The Showcase details the features, which included:
- An adhesion banner that stayed on screen (even when scrolling - which sounds annoying but it apparently worked).
- Full-screen expansion.
- HTML5 animation, which played automatically when the banner was selected.
- Tap2Video embedded movie trailers
- MCommerce integration with ticket purchase link in the expanded banner
As Yahoo! describes, more than half of US adults can access the Web via tablet or smartphone and more than 20% now own a tablet, double the ownership of 2011, and 44% own a smartphone, up from 35%. And Yahoo claims to reach 76% of the US smartphone audience.