Circular Page Turning Within Rich Media Display Ads – A Pointroll PaperBoy Exclusive
Posted on 30 March 2009 by Patrick FlanaganNo Comments
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Loading ...So here are two fully working Paperboy demo ad units that the Pointroll team recently completed (I get the privilege of being the product manager for this line of business as well as all my other ShopLocal product mgmt responsibilities). These two demos are actually pulling in live, localized dynamic content – so no smoke an mirrors here. Both of them feature full circular page turning (i.e. animated / simulated browse by page viewing).
There has been a lot of recent demand for this new type of data visualization, as more and more retailers are moving more and more of their traditional print budgets to digital distribution mediums (like display advertising). With this increased demand, the print (store focused) marketers within these retailers are trying to create and promote digital advertising vehicles that play off of the familiar user interfaces that physical print ads have – namely the ability to turn pages. This important but simple behavior is what these ad unit demos attempt to re-create.
A few features and thoughts on this new in-ad unit visualization:
- Exclusive feature to PaperBoy ad units at this point
- To really get optimal UI / UX returns from this idea, the expanding portion of the ad unit should really be at least 450px X 450px. But any size could be conformed to. This feature is very flexible.
- Overall Kb weight of the ad unit is not an issue as all of the data & code required to do this type of complicated UI presentation is streamed in as ’subsequent’ data loads and is not part of the closely managed publisher rich media specifications for initial ad load Kb weight.
- Although not depicted, adding product mouse-overs (or rollovers) that show typical item highlights such as title, price, sale end date and item thumbnail image are absolutely possible. Just yet another way this new feature is very flexible to allow the creative types the most freedom when designing a UI skin for any given advertiser.
Here are the two L I V E examples – with plenty more in the works:
- JCPenney - This format is called a ‘pencil pushdown’ (don’t you love industry speak?) that auto-expands upon page load and then auto-contracts back up a few seconds later. Great for a home page placement / execution. Anyways, this demo attempts to show how two (2) page circular browsing (sometimes referred to as browse by page spread) would look like within a rich media ad unit.
This expanding ad (980px X 430px in this example) even has an area off to the right hand side that shows inline item details upon mouse rollover.
- Kohl’s – Unfortunately for this demo, all I can share are screen shots. It featured a browse by single (one) circular page in a very clean and simple user interface (UI) with a nifty page slider bar that allowed a user to quickly jump (or navigate) to a specific page of the overall promotion.
This is the expanded portion of the ad unit (500px X 500px) that is really focused at driving user engagment with the circular pages.
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