Microsoft has long experimented with creating more interactive ads. Most recently we have seen this with work on the Xbox with the Kinect. Microsoft has teamed up with a number of ad agencies to create what it calls a new “Ad Pano” format. Ads in the ‘ad pano’ format are interactive and panoramic adverts within applications. These are different than traditional applications found banner or pop-up ads found on typical websites.
Toyota ran one of the first Ads in Apps for Windows 8 campaigns and was an early adopter of Ad Pano experience. Dionne Colvin, National Marketing Media Manager for Toyota, had this to say about the effectiveness, “We were very happy with the beautiful experience that the Ad Pano brought to our Let’s Go Places campaign, one of our first brand initiatives in many years. We were looking for an online platform that would really spotlight our Toyota brand in a forward-thinking way, and Windows 8 was the right fit. We are looking forward to future campaigns.”
According to Adage, the software giant is showing off the prototypes developed with brands and agencies, including All Saints, Dell, Universal McCann and VML. One of the most striking examples comes from clothing brand All Saints and London agency Beattie McGuinness Bungay. As a user horizontally scrolls through Vice’s Windows 8 app, they may overlook the tall rectangle featuring models garbed in All Saints. However those models don’t take their eyes off the user. In another example, footwear brand Vans and New York agency Rooster Worldwide built an ad displayed in the Skype app plays as a user horizontally scrolls. If a user clicks on the ad, he or she is prompted to team up with a friend via a Skype video chat to build a virtual skatepark. After assembling the playground they can check out Vans shoes, watch branded videos and share their creation with other Skype contacts or to Facebook and Twitter.
Currently the Ad Pano is available in the US and the UK, with additional markets coming soon. The anchor ad experience can be scaled across all first-party apps for Windows 8 – including Bing, Xbox, and Skype – and apps that integrate the Microsoft Advertising SDK for Windows 8.
Source: Microsoft Ad Blog