Yahoo! Sets the Green Line Free

Last month, we ran the first of a new class of Rich Media display advertisements featuring Shrek Forever After. These new mobile campaigns use HTML5, CSS3 and JavaScript for animation, interaction and analytics to bring a more compelling ad experience to mobile devices. We’ve just launched another new creative campaign in collaboration with Fidelity Investments as we continue to explore the potential of designing advertisements which are integrated with specific properties on Yahoo! Mobile.

The Fidelity creative will run for a month across a range of Yahoo! Mobile sites and in contrast to the Shrek overlay which was designed as a high-impact, short-lived, experience this campaign uses an in-page animation anchored by a fixed banner. If the user changes the phone orientation from portrait to landscape the creative just shows a short animation around the banner itself.

“Fidelity is constantly looking for new ways to leverage digital channels to reach investors in innovative and engaging ways on their mobile devices,” said James D. Speros, chief marketing officer, Fidelity Investments.

As the Smartphone market continues to grow we will see more mobile publishers adopt the HTML5 standard to develop interactive and animated display advertisements on high-end mobile devices. So, what separates Yahoo! with its competitors? As Yahoo! is both the publisher, technology provider and ad-provider for display advertisements we are able to design and build unique experiences, like we have done with Fidelity, which run within specific spaces of Yahoo! properties to create a fun, engaging and highly integrated advertising experience for both our users and our advertisers.