The Mobile Scroller Ad Concept: Finding the Balance Between Attention and Intrusion

Mobile advertising today is challenged by both the threat of ad blocking, and the simple tendency of audiences to ignore traditional mobile banner ad formats. Therefore, advertisers are motivated to identify and utilize formats that capture audience attention, while avoiding perceptions of being intrusive or overbearing.

To that end, the Interactive Advertising Bureau (IAB), Celtra, PadSquad and Millward Brown Digital have partnered to test the efficacy and audience perception of a “scroller,” an emerging ad concept in mobile advertising.

IAB encourages ad innovation, and testing of new, user-friendly, mobile-optimized ad concepts. And we emphasize the need for all new or innovative ad concepts to respect user experience concerns, specifically by following the LEAN principles. While the IAB is not promoting scrollers as a . . .