Jan 20, 2011

Interactive Media Company Glow Develops First Browser-Based HTML5 Gamified Rich Media Ad for the iPad
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Written by : Tom George| 0 | Content Strategy

Glow Interactive (www.glowinteractive.com), a leading New York-based interactive marketing, advertising and creative agency, today announced it has forged new ground once again by creating an interactive rich media advertisement that is truly a first for the iPad. The ad integrates the brand with the actual ad source, introducing a new level of engagement never before seen on the iPad. Created and designed by Glow Interactive and served by EyeWonder, a Limelight Networks, Inc. business, the ad will run today on The New York Times’ HTML5 website in conjunction with the season premiere of WHITE COLLAR, airing tonight on USA Network at 10PM (ET/PT).

“The iPad rich media, over-the-page browser ad for the premiere of WHITE COLLAR is undoubtedly the first of its kind for any iOS device,” stated Alexandra Shapiro, SVP Brand Marketing and Digital at USA Network. “By customizing the interactive experience for our current and potential fans, USA is using technology to create more meaningful and memorable communications.”

Previously unavailable on iOS devices, Glow’s innovative approach works to intelligently integrate their clients’ solutions with ads to develop a truly interactive, brand-relevant, experience. In the case of WHITE COLLAR, iPad users will be delivered a self-contained, FBI-themed game that is integrated with content from WHITE COLLAR and is playable from within the ad banner. Users take on the role of a special agent and are given an easy-to-use, virtual scanner tool that can be dragged off the banner unit and around the page of The New York Times to hunt for hidden clues living within the actual content of the page. When found, they simply drag the tool back to the ad unit to solve the clue, which will in turn provide a reward response and unlock exclusive video content, including sneak-peaks or other special footage from the show only seen within the ad.

“We hear a lot about in-app advertising on the iPad, but we are shocked that no one is taking advantage of the number one app out there, the Safari browser. Browser-based, rich media on the iPad offers a massive opportunity for advertisers who want to extend dynamic display media into the hands of mobile users on a device that has now reached mass market saturation with over 14 million units sold,” said Mike Molnar, managing partner of Glow Interactive. “The high prospect of engagement as we move from a click-to-interact-activation message to a touch-and-experience model is very novel and intriguing to this audience. Couple that with compelling functionality and we see great opportunity to increase engagement time with users more than ever before, especially in this case given the major trend of casual gaming among the consumer market.”

The game within the WHITE COLLAR banner ad is built entirely in JavaScript specifically for HTML5 browsers compliant with the iPad platform in mobile Safari. It is also completely user-initiated, unobtrusive, easy to play, and easy to quit or close.

Glow Interactive was the first agency to create a non-flash expandable ad unit for HTML5 browsers in July of 2010, which also ran on The New York Times’ HTML5 website. View the release for more information: http://bit.ly/GlowDeliversFirstHTML5RichMediaAd.

ABOUT GLOW INTERACTIVE:

Glow Interactive is an award-winning, digital marketing and creative agency based in New York City that is driving an online evolution that puts consumers first, ensuring they’re engaged, entertained, challenged and connected no matter the medium. Over the last decade, Glow has focused on using the latest design practices and technology to develop successful, dynamic interactive marketing and advertising campaigns, branding initiatives, games and viral applications. The company’s success is illustrated by its long list of Fortune 500 and 1000 clients, including USA Network, Toyota, Showtime, Canon, Discovery Channel, Avon, The History Channel, A&E, Conde Nast, Wendy’s, Microsoft and others.

For more information about Glow Interactive, please visit www.glowinteractive.com.

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Tom George

Founder and CEO of Internet Billboards. A futurist and serial entrepreneur, as well as a professional fitness trainer, martial artist, and business strategist. Helped to develop inbound advertising. An avid content curator who enjoys finding those digital gems out there in cyberspace and sharing them with others.
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  • I think HTML5 is going to prove to be just awesome for interactive ads and rich media sites great post.


Content Curator

Tom George

Founder and CEO of Internet Billboards. A futurist and serial entrepreneur, as well as a professional fitness trainer, martial artist, and business strategist. Helped to develop inbound advertising. An avid content curator who enjoys finding those digital gems out there in cyberspace and sharing them with others.

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