Gannett is looking to give smartphone users an IMAX-style experience, launching a mobile version of its Gravity advertising technology.
The ad unit is available starting today on USA Today platforms for both iOS and Android, with LG as the first featured advertiser. Gravity debuted on USAToday.com last summer, with Netflix and History channel signed on as clients. The ads featured one-minute spots for their respective original programming. The ads are designed to take up the entire screen and give users an immersive experience, similar to that of IMAX.
Gannett recently completed a split of its broadcast and newspaper assets, which retained the Gannett name and have more than 100 titles, including the flagship USA Today.
"As news consumption continues to migrate to mobile devices, we knew that it was important for us to move our Gravity unit to that platform as well," said David Payne, Gannett's chief product officer. "The data proves to us that consumers not only enjoy the experience but are more inclined to interact with Gravity than any other advertising platform, giving both users and advertisers exactly what they need."
According to a Moat 2014 Industry Standards Report, a whopping 61 percent of Gannett desktop users across more than 140 markets have interacted with Gravity ads this year. That's 143 percent higher than the 10.1 percent interaction rate garnered by IAB Billboard advertisements that have run across the entire online ecosystem.