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.

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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.

 

Timberland Ad

 

 

[Read the full article on Marketing Land.]


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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