MediaMind launches Slider ad format in India

The format has been launched with Samsung's campaign for Samsung Galaxy Y Duos, currently running on MSN India.

Integrated digital advertising solutions provider MediaMind has launched a new ad format, the Slider, in India. The format is being used for a Samsung Galaxy Y Duos campaign currently running on MSN India.

Developed by MediaMind, the Slider features an overlay unit at the bottom of the page, which enables the user to slide the entire page to the side to reveal a complete branded page.

Aman Malhotra, digital marketing, Samsung Mobile, says, "Online is a key channel for Samsung as it is increasingly becoming the preferred medium for consumers. We are continuously on the lookout for new and innovative ways to reach our consumers and give them an interesting experience."

"The Slider format is an apt example of what can be done online to amplify brand stories. It was offered to the client keeping in mind the rich experience it renders, while giving the user full control," says Neville Taraporewalla, country director, advertising and online, Microsoft India.

The Slider has also been chosen as one of Interactive Advertising Bureau's (IAB) Rising Star ad formats. The others include Billboard (developed by YouTube and Google), Filmstrip (developed by Microsoft), Portrait (developed by AOL), Pushdown (developed by Pictela) and Sidekick (developed by Unicast).

Talking to afaqs!, Raghu Seelamsetty, country manager, MediaMind India and MENA, says that the format has already generated a lot of interest and there will be many more takers for it going forward. Even in its pilot run, the results for the Slider format were found to be far superior to most others, given its simple interface and the potential to engage with users.

"Advertisers are always seeking cutting-edge formats to attract users' attention. By introducing the IAB Rising Stars formats in India, we are enabling innovative advertisers such as Samsung to connect with their audiences via an engaging brand experience. The Slider is here for the long run," says Seelamsetty.