mCanvas today launched Scroller, a high impact mobile ad unit that enables brands to deliver storytelling ads to millennials in a polite, non-intrusive manner. The Scroller has been in the beta for three months and is now available on the mCanvas marketplace, which consists of premium content websites in India.
When a user scrolls while reading an article, the ad unit interestingly reveals the brand’s message within a horizontal window. The brand’s message is placed in the background and stays pinned in a fixed position while the website content moves over it. . Tapping on the unit will redirect the user to a brand’s URL or can expand to deliver a brand’s story via rich media and/or video innovations. The unit is designed to be 100% viewable.
“Countless research studies indicate that millennials hate intrusive ads on mobile and an overwhelming majority of consumers want the option to easily skip ads. Our offering not only fixes those issues but also goes beyond by making ads engaging and fun,” said Lavin Punjabi, CEO and Co-founder, mCanvas. He further added, “Since the Scroller is user-initiated, dwell time for such ads is between 20 and 30 seconds and that’s a valuable metric for every brand.”
Commenting on the launch, Vishal Rupani, COO and Co-founder, mCanvas said, “Over the last few months we have been working with strategic agency partners and have successfully delivered campaigns for some of the top automotive, telecom, technology, sports, and fashion brands in India using the Scroller format. Coupled with our strong creative and technology play, we are excited to bring this format to the market in response to advertiser demand.”