Interscrollers: Your New Inspiration Just Arrived
There’s a new ad type that will change people’s view of your brand. Interscrollers – what are they? How do you use them in Nexd Campaign Manager, and how can they make your ad campaign the best you’ve ever created? Let’s take a look.
Interscroller ads are essentially ads that hide behind other web content. This makes them fundamentally different from traditional interstitial ads, which sit on top of, or in place of, that content.
Ad types such as interscrollers are becoming more and more popular with both advertisers and online audiences, for several reasons – and that’s why we’ve introduced them to Nexd Campaign Manager. Let’s take a look at the reasons why interscrollers can help potential customers fall in love with your product, while dealing with some common questions.
Don’t They Hide Your Message?
A common misconception is that interscrollers hide your true message, by not showing the whole ad at once. That’s not quite true. You can set any layout from the vast selection available to run in an interscroller, and from there it’s up to you how your message is displayed.
Remember, when you’re setting up interscrollers, that the pixel dimensions represent the dimensions of the ad space bought on the page – the ad will always, in effect, be full-screen, but only the specified amount of it will be shown to the visitor at any one time.
Want to give your campaign a little bit of mystery? Set up the pixel dimensions so that they only show a letterbox view of the ad – making sure, of course, that it’s possible to view your call-to-action.
Want a more substantial view of your ad? That’s fine, interscrollers are customisable; simply set the ad to appear as full-screen, or near full-screen, on the display it’s set up for. This way, as users are reading through their article, or viewing other content, your ad will appear, but will not disrupt the flow of what they were viewing.
What makes them effective?
It’s commonly assumed that people don’t like ads. Closer to the truth would be so say that people don’t like ads that give the appearance of disrupting the flow of what they were doing, viewing, or reading.
The old way of advertising online was to get the message in front of people, regardless of how that was done. This meant pop-ups, pop-overs, in fact any kind of banner that would take up the maximum amount of space on the page. It led to some pretty horrible examples of advertising, that succeeded in not only devaluing their own message, but also the websites that hosted them.
Google has got wise to this – it’s prioritising websites that use advertising in a way sympathetic to the needs and wishes of users. It’s also made a lot of changes to its own ad platform, while making it harder for old-fashioned HTML5 rich media ads to get exposure on the Chrome browser.
If we don’t want users to adblock the heck out of everything – and we’re pretty sure you don’t – then we need to think, as marketers, about how to reestablish trust in digital advertising. One way of doing that is to have advertising that leaves a little to the imagination, provokes intrigue, and looks attractive as part of a website viewing experience.
Interscrollers, by sitting behind website content and appearing static as the user scrolls, bring the “what’s that?” factor that is so important for discovery. By only showing part, or most, of the ad, clever use of your creatives in the design can also bring a sense of anticipation that regular interstitial ads do not.
No Skipping or Clicking Off Needed
The other thing people like about interscrollers is that, unlike many traditional ads, they do not require any action from users in order for them to move on from the ad. In a sense, asking the user to press a button to get rid of an ad serves no purpose except to antagonise that person.
Using an interscroller, you’re not asking them to do anything, and they can spend as little or as much time as they want on your ad. If they like it enough, they might be motivated to press the CTA – but it’s a no-pressure experience.
Don’t like the ad? It’s not on screen for long. Like the ad? You can engage with it.
Why Do Things Need to Change?
Vertical scrolling and mobile optimisation has changed the game when it comes to digital advertising. We are now in an era where web users are used to endlessly scrolling through content. The chances are they will respond better to ads that don’t interrupt their scrolling, as it fits better into their lifestyle.
The other thing that interscrollers do so well is put the creative in pride of place. It feels more seamless and flowing, and looks thoroughly crisp, whatever the device and interface the end user is on. It may, depending on the pixel size of the exposed ad, be the same size as a traditional banner, but it gives the impression of being less disruptive to the user experience, and it’s that difference in perception that’s crucial.
When it comes to improving the perception of ads in general, and your ads specifically, interscrollers are your best weapon, and something we heartily recommend you give a try.
You Can Get Creative With It
It’s surprisingly easy to create something unique with the interscroller ad type. That’s because it works with a huge number of layouts, all of which look and operate as they would with any other ad type – but with the benefit of being integrated into online content much better.
When a user is scrolling from top to bottom through some content and they come across an interscroller, what they see is the bottom of the creative first (obviously, if they are scrolling from bottom to top, the view of the creative is reversed).
Don’t Be Afraid to Play
Why not play with the creative? You’ve got an ad type that enables you to hide or reveal elements of an ad – so, for example, if you want to reveal something gradually, you can do that, perhaps showing ground at the bottom before panning up to show a blue sky, and a call to action.
There are endless ways you can use interscrollers to add a sense of mystery to your advertising campaign. Nexd interscrollers work with mobile or desktop displays. Give them a try today, in Nexd Campaign Manager, and see what a difference they can make to your ad engagement.