The Tapjoy mobile advertising platform has introduced a new format of mobile video ads called Interactive End Cards — interactive slides embedded in the video with additional information.
The new format allows the user to interact with slides in the video. They can be swiped, rotated, folded, unwound, and so on.
The latest slides contain a call to action encouraging consumers to visit a website, download an app or buy a product.
The 20th Century Fox film company tested the Interactive End Cards format on the trailer of the film War of the Planet of the Apes.
According to Tapjoy, 88% of viewers watched the trailer in its entirety, and 4% bought tickets to the movie after watching the advertisement.
In general, the results were 3.5 times higher than the average for pre-roll (pre-video or showing other content) advertising, the company reported.
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