Stay marketing and tech-savvy. Get the latest in martech - subscribe to MarTech Today.
PadSquad introduces 5 new mobile ad units to help brands stand out on mobile
Quaker Oats and Timberland are among the brands testing out the new rich media ads that encourage user engagement.
New York-based PadSquad is aiming to shake things up in the mobile ad creative world. The firm — platform meets creative agency — is focused on creating new rich media formats for mobile. It counts Intel, Verizon, The Home Depot, L’Oréal, Cover Girl, PepsiCo and Best Buy among its customers. On Wednesday, it launched five new formats.
PadSquad ads follow the tenets of native in-stream ads — show in-line with the content, complement the site’s environment — while adding the element of user control and creative tailored to the brand.
“As the mobile ad industry moves toward increasingly automated and easily scalable solutions, who is left focusing in on the creative?” asks Daniel Meehan, founder and CEO of PadSquad. “Everyone is trying to solve mobile advertising’s problems with technology, but few are taking the time to overlay iterative creative solutions in tandem with ad tech. We’re having fun shaking things up.”
For Timberland, PadSquad developed an ad to promote the flexibility of the brand’s SensorFlex Comfort System. A short preview of the ad below hints at the user control aspect of the ad that occurs after a user expands it. Scrolling and shaking or tilting the device lets the user create a “virtual flex test.” The unit is performing 143 percent higher than PadSquad’s overall engagement rate and beating Celtra’s retail industry benchmark for expandable mobile ads by 307 percent, according to PadSquad.