Expandable Ads Broaden the Mind – Here’s How

Sometimes static ads just aren’t enough. Sometimes you need a new kind of hero.

The Expendables was a band of action heroes who returned for one last job – twice. The reason they won out, in the end, was because they had the resourcefulness to overcome any obstacle. Thanks to the new range of expandables from Nexd, so can you!

Nexd Campaign Manager has always been all about giving you the options you need in order to put together an ad campaign that no-one expects, something that can catch your hoped-for audience by surprise and turn them into customers. That’s why we keep adding new ways to engage and amaze people.

Nexd wants to bring excitement to new or existing ad campaigns. In order to bring you the advantages of an interactive ad campaign in a tool you can use in five minutes or less, we’ve further expanded our range of formats available to you through Campaign Manager.

Sometimes you need to show a variety of creatives in a row, giving users the chance to cycle through a range of options – for then, you have choices like carousel ads, but you may also want those choices to be able to expand into a larger area of the screen. For those times, we’ve got you covered.

If you need a change of size for your ad, we’ve got expandables. They can be expanded or collapsed from one state to another, offering the full Nexd interactive experience in both states.

What does this mean in practice?

Two mobile devices on a wooden table, with someone using a tablet

Let’s say you have a banner that takes up part of the screen, perhaps as part of a webpage containing a news article or a blog post for example. What about if you want the end-user to see your ad either larger or in more detail?

If you do, you have a whole range of options. Our expandables are activated by a press of the finger (on mobiles). Depending on what you set the ad to do, this will either cause the ad to grow to a larger size you specify, to show a different creative on top of the first one, or to collapse (shrink) the creative if you prefer.

This brings a whole new intrigue to your campaigns, meaning they stand out against any webpage they are on and will stick in the memory of the people who have seen them. Also, there’s no need to worry about your ads being too heavy or slow – our compression keeps them quick on all devices.

Example 1: Hermes

In this ad for Hermes, the fashion and fragrance brand, the expandable format is used expertly, by showing a small, letterbox-type display of a creative, which users will see moving in a parallax effect as they scroll through the page they are reading.

It’s non-intrusive, in the sense that it doesn’t overpower or interrupt the content people came to that webpage for. You might say in response, “that means it’s not having an impact”, but actually the effect of the ad is a lot more positive if you give the audience the chance to come to it, and if it is not seen as an inconvenience.

The upside of this approach is that the user if they press on the image, is rewarded by a beautiful-looking full-screen ad for the product in question. The whole effect could have been so much worse if, for example, the ad had gone full-screen automatically. This more subtle delivery of the message means a better chance of a conversion.

Example 2: Harry Potter/Eurostar 

In this second example, we’ve got a slightly different use of the collapsible format. Here, the size of the ad remains the same after you press on it, but what’s good is the way the “street view”-type layout of the first creative, showing a panorama in the Harry Potter attraction, becomes a video when pressed-on.

With this ad, anyone who is interested enough to explore the street scene is then invited to find out more. A second press on the ad will take them right through to the Eurostar website to book rail tickets to see the attraction for themselves. It’s a great call-to-action because it whets the appetite before giving people a chance to do something about it.

Example 3: British Airways 

A British Airways jet on the tarmac at an airport

This particular ad begins in full-screen. If you start this way, you cannot produce a second part of the ad which collapses into text content – however you can do what this British Airways ad does, and play a video with additional text information, in a popout that goes over the top of the original picture, using that sky image as a kind of frame.

It’s an elegantly executed ad that demonstrates how, while the first instinct with expandable ads might be to start small and go big, it can also work in a format that begins and remains full-screen. What is different to the others about the content of this ad is that it shows a general image in the first instance, designed to make people’s minds drift off to what kind of holiday they could be on, before, in the second image, giving their minds food for thought.

Why not try expandable ads today?

Further reading

How Can Rich Media Ads be Improved?

Why Nexd is focusing on touch-based interaction

A Guide to Digital Advertising