I get a lot of questions about how Adtile Motion Store differs from HTML5 ad builders, so I thought I’d address those in a blog post.
If you’re not already familiar, an HTML5 ad builder is for creating display or rich media cross-screen ads — the static, animated, and video ads you see in mobile apps and Web browsing. You assemble the ad by dragging and dropping simple shapes, imported media, and HTML widgets and gizmos onto a blank canvas.
Now let’s address the Motion Store, why it’s a completely different animal, and why sensory Motion Ads are the future of mobile advertising.
Tapping into sensors
HTML5 ad builders are great for building standard rich media ads that run across screens, on desktop and mobile. But if you want to create a sensor-enabled ad specifically built for the mobile environment, look to the Motion Store.
The Motion Store is a do-it-yourself platform that makes it possible for anyone, regardless of their programming ability or design knowledge, to build an elegant, sophisticated Motion Ad.
A Motion Ad behaves more like a game or mini app than an ad. It does so by leveraging the various motion and location sensors within a mobile device to accurately detect a user’s motions.
When the user moves, whether to push, pull, rotate, twist, shake or tilt his or her smartphone or tablet, the ad responds in real-time, creating a coordinated seamless interaction that is completely intuitive to the user.
Adtile templates ensure high quality UX
With an HTML5 ad builder, you drag and drop objects. The Motion Store, on the other hand, brings an ‘app-store’ style approach to ad building. Only instead of selecting an app, you’re selecting a sensory Motion Ad template.
So far we have over 200 templates in our Motion Store, and we are adding new ones all the time. Each template is a fully coded, fully designed experience, one built on the Adtile Motion Framework that follows our proprietary design language.
You can customize a template with your own creative and storytelling to create a brand experience unlike anything else that’s out there on mobile.
Adtile templates offer several advantages. They save time by eliminating the countless hours of iteration and experimentation typically associated with complex ad building. We only provide proven templates that we have tested live multiple times and they capture strict design constraints to ensure the highest quality user experiences.
The numbers speak for themselves. Adtile Motion Ads generate on average over 30 percent engagement rates, more than 24 second participation rates, and click-through rates of more than 6 percent.
Built for a fast-paced programmatic world
HTML5 ad builders are useful for creating simple rich media ads but if you want to add device specific experiences, like animation, you quickly get into custom scripts. And, because HTML5 ad builders aren’t supported by a sensory framework or design guides, adding any type of even primitive motion detection abilities requires extensive manual coding with poor results.
Due to this, building a complex experience with an HTML5 ad builder can take weeks of back and forth and testing, driving up costs.
In contrast, the Motion Store lets anyone create a sophisticated Motion Ad within minutes. Once you’ve finalized your design, the platform generates a responsive HTML5 build for iOS and Android. You can request standard mobile Web or MRAID tags for your ad server, and analytics are baked right in.
True native experience
While HTML5 ad builders let you create rich media ads, Motion Ads are truly native.
Native ads blend in with the organic experience of the app or Web page they appear on but Motion Ads are also built on a native mobile framework.
The Adtile Motion framework takes advantage of the innate sensor technology found in all smartphones and tablets. It incorporates platform agnostic native code and application agnostic design and it delivers a responsive storytelling experience for both iOS and Android.
One or two of those elements alone would contribute towards generating a successful cross-screen ad. But the Adtile framework brings together all four to create a delightful and highly personalized experience for the user.
Solving the entire problem
You’d also have to grasp iOS and the vast Android device and browser landscape. You’d have to hire a unique mix of software engineers, product people, technologists, designers and mathematicians for the undertaking. And even that won’t guarantee a workable solution.
Fortunately, the Motion Store solves the entire problem for you. For the first time ever, building sensor-enabled mobile creative is seamless, simple to execute, and completely self-service.
Keeping it simple
The reason why Motion Store works and Motion Ads are so successful is due to their simplicity. We strip everything down to create a minimalistic, straightforward approach that makes sense to both the brand creating the ad and the consumer engaging with it.
We realize you can’t remove everything from the brand experience and some Motion Ad designs are inherently more complex than others but we strive always to follow the advice of Albert Einstein who said, “Make everything as simple as possible but no simpler.”
If you haven’t already, we encourage you to check out our Motion Store and find out why simple makes so much sense.
Movements, gestures, motions and the sensory hardware. That’s the future of programmatic mobile creative, and we want to democratize it. That’s why we created the Adtile Motion Store, a way for virtually anyone to build sophisticated Motion Ads designed specifically for a world on the move.
Captivating Experience to Complement the Hardware
Elegant sensor-enabled Motion Ads are changing the way people think about mobile advertising. No longer is the consumer a trapped, passive observer. Instead, by twisting, tilting, shaking or otherwise playing with the ad—which is more like a tiny app—the consumer becomes part of the creative and device agnostic experience.
Quantity meets Quality
Motion Store makes it possible for anyone to build these delightful yet sophisticated ads on the fly. Modeled after Apple’s App Store, where you go to buy apps, the Motion Store is where you go to choose from hundreds of pre-coded Motion Ad experiences (we are adding more all the time). We’ve designed these templates to include the perfect pairings of design and motion. In all cases, the result is a seamless, natural and engaging end-user experience.
Typically, building a complex rich media mobile ad from scratch can take weeks of back and forth and can cost upwards of tens of thousands of dollars. But the Motion Store allows you to create an ad in literally minutes. No coding is required and the templates eliminate the endless iterations and experimentation so often associated with all rich media mobile ad development.
Creating an ad in the Motion Store is a straightforward process. Select the user experience template you want. Now add your own creative and storytelling. Some customization is possible. You can edit images, text, fonts, transitions, spacing, links and even add video and sound files. When you’re done, you can test out the ad on your phone or tablet.
Once you are satisfied with your ad, Motion Store will automatically generate a responsive HTML5 build for iOS and Android that works on any mobile browser or screen size. You can also request standard mobile web or MRAID tags for your ad server.
Analytics are baked right in. Through your account dashboard, you can view details of your campaign along with a variety of real-time performance metrics, such as unique views, actions, engagement time, engagement rates, and much more. At anytime during your campaign, you can tweak your ad, making adjustments along the way.
How does the Motion Store compare to an HTML5 ad builder? We get that question all the time. The answer: Two completely different animals. An HTML5 ad builder is a simple editing tool that allows you to create ads via drag-and-drop rich media widgets and features. You have to come up with your own custom user experience and design, and adding any type of sensory element requires extensive customization.
On the other hand, the Motion Store is all about ready-made experiences that are based on Adtile’s design guidelines. What’s more, Motion Store ad templates are built on Adtile’s proprietary Motion Technology, which uses sophisticated algorithms to interpret a mobile device’s sensory data and respond with precise dynamic visual feedback.
Check out the Motion Store yourself. If you are interested, contact us and we’ll send you back instructions on how to get started.
Start developing for Motion Store
Mobile DSP? Mobile ad network? Publisher? Do you want to deep integrate your service with Motion Store? Get in touch. We’ll help guide you in the right direction and provide you with additional resources you may need along the way.
When it comes to mobile advertising, not a whole lot new has happened in the last five to 10 years. Banner ads and standard full-page interstitials still reign, despite the fact they do little more than disrupt the user experience and leave people feeling annoyed.
The problem is, most of these ads were originally designed for the desktop. They don’t translate well to mobile. Banner ads become smaller and too easy to inadvertently click on. And people resent having their mobile browsers hijacked and taken over by ads.
Next year, mobile ad spend will top $100 billion, according to predictions by eMarketer. If companies want to grab people’s attention in a positive way, they will need mobile ads that offer a uniquely mobile experience. One way to create this type of ad is to tap into the innate intelligence already in most smartphones today.
What Your Phone Knows
Your phone already knows how you are holding it and where you are headed, in what direction and how fast. Your phone even knows when you are holding it up to your face to take a call. This awareness, and more, comes from sensors inside the phone.
Most modern phones are packed with dozens of tiny sensors. The sensors we hear about most include the accelerometer for detecting movement and orientation, the gyroscope for measuring rotation around three axes, a compass to detect magnetic north and a GPS to plot your position on a map. Together, these sensors open the door to a new, refreshing type of mobile advertising.
Ads That Take Two to Tango
you look at what people do on their phones, aside from email and texting, they spend a huge amount of time on apps. People love their mobile apps. They value them for their entertainment and utility. Apps are also seen as nonintrusive. So why not create ads that behave more like apps? If you look at what people do on their phones, aside from email and texting, they spend a huge amount of time on apps. People love their mobile apps. They value them for their entertainment and utility. Apps are also seen as nonintrusive. So why not create ads that behave more like apps?
That is the idea, at least, behind sensor-enabled motion ads. By tapping into the data from smartphone sensors, creating well-defined algorithms, motion ads can engage users in a whole different way. You will be asked to twist, tilt, bend, push, pull, shake, rotate or otherwise play with an ad.
Take for example, a motion ad with an image of a milkshake. The ad is minimalistic and visually beautiful. It asks you to shake your phone to blend your own milkshake. When you do, you get a coupon for the milkshake, which, by the way, you can redeem at the restaurant directly around the corner from where you are standing.
An airline is offering specials on flights from a nearby airport. By rotating your phone left or right, you can view the offers: one to Las Vegas, one to Hawaii and so on. If you see an offer you like, you can tap on it and download a coupon onto Apple Passbook or Google Wallet for purchase immediately or later when you get home.
The key to getting motion ads right is simplicity. A good design speaks for itself. Motion ads also offer a clear value exchange. Instead of having you click through to another website where you have to find the product and put it in a shopping cart, motion ads take care of everything for you in as few steps as possible.
Overcoming the Hurdles
As you might expect, creating motion ads comes with its own set of challenges. Ensuring a completely natural and intuitive experience requires some technical heavy-lifting. For instance, the ad needs to respond to user feedback in real-time. This requires sophisticated machine-learning algorithms that can recognize different types of motion and respond appropriately. Another challenge is creating these complex ads on the fly.
As the world transitions to mobile only, marketers need a new type of premium programmatic mobile ad, one that contributes to positive brand experiences. These capabilities are all available today, as we’ve figured out here at Adtile. It’s now up to marketers to start taking advantage of the new opportunities available in mobile to create ads that establish real human connections because they were designed specifically with mobile in mind.
In just five years, smartphones have transformed our lives. It’s hard to imagine how much they will change in the next five years, but one thing is for sure: Publishers and advertisers have just begun to unlock all of the potential of what smartphones can do.
Our phones will become increasingly aware of their surroundings. And they will become platforms for rich media engagements, where we interact with 3D environments through gestures and movement. Believe it or not, much of the technology for making this happen is already sitting inside your phone.
Your phone knows a lot about you
Many people don’t realize how smart their smartphones really are. Modern phones are packed with dozens of tiny sensors, some as thin as paper. Every year those sensors become smaller and more sophisticated.
To begin with, your phone has three accelerometers for sensing gravity and tilt, a gyroscope to determine orientation. It has a compass for sensing direction, and several environmental sensors for measuring ambient air temperature and pressure, illumination, and humidity. There is also a proximity sensor for recognizing when you move your phone up to your face during a call and an ambient light sensor for boosting brightness levels in dark environments. The list goes on.
New sensors—and there are many—invite new possibilities. Apple’s iPhone 6 uses its barometer to track vertical movement. Chemists at MIT have developed a smartphone sensor that detects when food has gone bad. UV light sensors now being tested by ROHM may one day tell you when to wear sunscreen. What about detecting carbon monoxide levels or air quality? All of it is possible with the right sensor.
VR brings new levels of creative engagement
A major field of innovation in smartphones will be VR. The phones of the future might look something like Oculus Rift meets iPhone, only without the clunky visuals. Instead, you’ll have a lightweight VR, practical for more casual everyday use.
Lightweight VR won’t offer the full immersive experience of a headset, but you won’t need that either. What it offers instead is convenience. To use it, you simply extend your phone out in front of you like you are taking a selfie. When you look into the screen, you see another world. And when you move, the 3D image on the screen moves with you.
Lightweight VR has numerous practical applications. You can use it to navigate any type of complex space. Imagine the advantages to using interactive 3D to help you find your way through a confusing airport? A lightweight VR experience might guide you to your departure gate, the baggage claim, or a nearby restaurant if you have a long layover.
Additionally, lightweight VR will play an increasingly important role in how companies market their products. Instead of bombarding consumers with static ads, marketers can use VR to invite customers to engage in a experience. You can explore a vehicle, restaurant or hotel, or visit a faraway resort. VR can tell you volumes more about a place or even an object than a video or a high-res photo can.
Mobile VR comes with difficult challenges, however. To offer a natural, convincing experience, the user interface needs to be completely intuitive. Sensor data and machine learning will play a large part in making that possible. Sophisticated algorithms will enable your smartphone to calculate your precise movements so that the 3D image on your smartphone screen moves with you with a minimal amount of latency.
Over the next few years, mobile VR will likely be developed to a greater extent. Your smartphone will get to know you and your habits like a close friend. Interactions between you and your phone will be smooth, natural and intuitive, and VR will be right there, ushering in a world of new experiences.
Annoying and disruptive. Those are the two words that best describe the mobile advertising experience today. Tiny banner ads you can barely decipher and end up clicking on. Those clicks take you to far-away web pages that take too long to load. And let’s not even talk about those unwelcome videos and sounds that trigger automatically.
The problem is most mobile ads are nothing more than mini-desktop ads. They provide no entertainment value or utility, and they fail to take advantage of the things that make smartphones unique. On the other hand, people love mobile apps. What if mobile ads were more like apps?
Tapping the ‘smart’ in smartphones
One of the things that make smartphones unique is their built-in intelligence. Unlike desktops, smartphones are packed with dozens of tiny sensors — an accelerometer, gyroscope, digital compass, to name a few. These sensors collect all kinds of data on us and the world around us.
By putting that native intelligence to work, it’s possible to create a genuine interactive experience for the user. That’s the concept behind the work at Adtile Technologies. We create native-mobile ads and experiences that engage people in new and delightful ways. Adtile products include Motion Ads and Adtile VR.
Creative that invites the users to play
You can think of Adtile Motion Ad as a tiny app or a game that provides a clear value exchange to the user. You interact with an ad by tilting, shaking, turning, or otherwise playing with it, and you are aptly rewarded with a coupon for a drink, discount, or whatever.
For example, a coffee shop asks your to tilt your phone to fill up a virtual cup with coffee. Another ad encourages you to shake your phone to create your own milkshake. And yet another asks you to press on a virtual button and hold it until 150 users join you in doing the same thing simultaneously. In return, you receive a coupon for a product. The ad also tells you exactly where to go to redeem the coupon: the coffee shop 200 feet away, for instance.
Event sequencing and dynamic visual feedback is the key to these experiences. As you draw a heart in the air with the phone, the heart appears on the screen. As you tilt the phone to fill up a cup with coffee, you see coffee pouring into the cup with zero lag between the movement and the action. The result is a completely natural, intuitive interaction between the ad and the user.
The ads are also non-intrusive, appearing as a natural extension to whatever content a user is viewing. You never feel like an ad is hijacking your phone.
Constructing your own ad is easy and straightforward. Adtile’s Motion Store provides a vast number of pre-designed and pre-coded consumer experiences to choose from. You simply add your own creative media and storytelling. The responsive ads work on iOS or Android and adjust to any size screen.
Virtual Reality: One step beyond
Mobile VR takes the notion of user engagement a leap further. Some refer to Adtile’s VR framework as lightweight VR because it doesn’t require the awkward goggles as does traditional immersive VR. You simply hold the phone out in front of you, look into the screen, and you see a window into another world.
And you are connected to that world. Adtile VR uses sensor technology to calculate your precise movements in space so the 3D rendering on the smartphone moves with you. Walking, turning or pitching the phone up or down changes the view on the phone with a minuscule amount of latency.
By incorporating the Adtile VR framework into their native or web-based apps, developers can create a world where users can explore places and objects in a new manner. You can literally walk around a car in a showroom or an art piece at a museum, examining the object from every conceivable angle.
Beyond advertising, lightweight VR is useful in helping people find their way around a complex area, such as an airport, shopping mall, sports stadium or even a museum. You can use VR to explore a place you plan on visiting, such as a hotel or resort. Combining mobile VR with iBeacon technology unlocks even greater mapping and navigation potential.
Adtile VR overcomes tough challenges to work on a smartphone. The technology is able to detect movements with a high degree of accuracy and translate those into smooth motion on the screen. This is done with sophisticated algorithms that precisely capture everything from gestures and arm movements to the number of steps a user is taking in real time.
The future is mobile-only, not mobile-first. By engaging mobile users through interactive Motion Ads and mobile VR, brands will stand a much better chance of winning over customers’ hearts, instead of annoying and alienating them.