The team at Netflix already had a spectacular campaign plan
when they approached us about developing a set of dynamic tablet ads for the 2013 holiday
season. They wanted to target owners of
new iPads with rich media ads aimed at generating app downloads. Additionally,
they wanted to dynamically control the content titles displayed within the ad.
To fulfill the brief, we designed and developed a series of
expanding iPad ads that tied into Flashtalking’s dynamic ad kit. With a media query we targeted iOS 6.0 users
based on retina screen resolution (the only people using 6.0 during the holiday
season). Then, we trafficked a series of
animated touch-enabled ads that automatically selected box art content according
to genre (family, action, comedy, etc.).
It was pretty amazing.
The project went so well that we followed up with an extensive
set of mobile friendly HTML standard ads.
Produced in nine creative variations, these ads were targeted by device
type (iPad or Nexus) as well as device color.
These HTML5 tablet ads featured dynamically populated images and headlines.