YNOT EUROPE – London-based advertising network Adultmoda believes it has accomplished a first in the adult industry by introducing a means for advertisers to run rich-media campaigns on smartphones and tablet devices.

“Whilst we believe text and banner ads still play a very important part in adult mobile advertising, our platform now allows advertisers to deliver experiences that go way beyond what can be achieved using text, static graphics, or GIF animations,” Chief Executive Officer Terry Jackson said.

Examples of rich-media ads include:

• Banners that float or expand across the page, providing a large area for interaction and display of changing content and information.
• Video players launched within an ad without the user having to leave the site he or she is browsing.
• Live content including galleries, video feeds and live chat that can be displayed without having to reload the mobile webpage.
• Interactive ads that allow adult sites to communicate with users through features such as sign-up forms, location mapping, tweeting and social media interaction.

For advertisers, benefits of rich-media ads may include creating more compelling, exciting and engaging user experiences. Because users may interact with the company through an ad itself — no landing page required — users may be more inclined to accept offers presented. In addition, rich-media ads provide more options for getting a message across by providing multiple presentation and interaction points.

For publishers, benefits may include retaining their audience, because browsers don’t have to leave the host site to take advantage of a rich-media ad’s offer. In addition, according to Jackson, rich-media ads can generate high cost-per-thousand returns while livening up a site by acting like content.

“This is a great step forward for adult mobile advertising,” Jackson said. “We are really interested to see how the innovators in the adult and gaming sectors will utilize rich media on mobile.”

Jackson said tube sites and other high-traffic sites are ideal locations for rich-media ads, and his company is exploring opportunities in those areas.

“The revenue potential for publishers is expected to far outstrip that of static banners and text ads, and is typically on a CPM basis,” he said.

For more information, visit Adultmoda.com.