News & Opinion

Advertisers trial new cross-screen digital ad format

L’Oreal is among the first brands to begin testing a new digital ad format that allows adverts to be used seamlessly across desktops, tablets and smartphones.

The new scalable ad format, named ScreenShift, has been created by digital company Undertone to allow advertisers to use one execution across multiple platforms.

The new HTML5-based technology means that adverts will be optimised – automatically adapting their size, shape, orientation, interactive abilities and functionality – to match the device they are on.

ScreenShift will also provide advertisers with detailed reports and insight across all platforms. As well as keeping advertisers updated, the HTML5 format will also mean the technology itself can be easily updated to match changes and advancements in devices and browsers.

Jessica Drapizam director of digital marketing at L’Oreal, said that ScreenShift not only “fills a gap in digital brand advertising”, but also “creates a rich and highly optimized canvas through which to drive interaction and engagement across screens.”

Sources: Brand Republic, Undertone

21/06/13

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