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At a time when ad formats like banners and interstitials seem to be increasingly less effective, brands are trying to better balance user experience and marketing goals.
BMW and Major League Soccer have been quietly testing an ad unit that appears briefly across the screen before retracting back to the side of a publisher's website. Perion-owned Undertone, which created the format, is calling the cross-screen, mobile-first format an "Expandable Teaser."
According to Undertone co-founder Eric Franchi, the ad's style of appearing and then almost entirely disappearing is more likely to attract users who are actually interested in clicking to learn more.