Research regularly confirms that web “banner blindness" continues to be a problem– a majority of people aren’t seeing what’s being advertised literally right in front of them. In a world where engagement is everything, putting the adidas Alphabounce on a traditional display ad wasn’t going to stop people from scrolling past it. To build intrigue in an over-crowded media space, we needed to make a web banner that genuinely enhances the consumer experience. Using innovative API technology, we brought the Alphabounce to life by integrating a 3D scan of the running shoe onto a display ad. From there, consumers can zoom in on, spin, and explore the running shoe–an immersive experience all housed within the banner itself.

Available for use across the Google Display Network, this web banner takes up the same amount of space that is traditionally occupied by similar media displays, but does more. Using a 3D scan of the adidas Alphabounce, we integrated the running shoe into our API library. This technology allowed us to create this first ever immersive web banner that encourages the consumer to explore a product. Additionally, this API technology enables quick load time, ensuring the 3D ad doesn't negatively interfere with a consumer's overall experience.

With the reinvented web banner experience, we expect to see increased engagement as well as quality time spent with the consumer. Initial results show 20% improved engagement rates along with a 58% increase engagement time. Because the immersive ads run on the Google Display Network, making their reach nearly limitless. Web banners have been around for over two decades, and we are delivering the first major renovation with how that display is being used.

Adidas, a leader in disrupting the shoe industry, came to us to digitally introduce their Alphabounce running shoe. We knew that putting out a traditional web banner wasn't going to cut it. We needed to find new disruptive methods to overcome the growing adaptiveness of consumers' "banner blindness.” Bigger, brighter, and more obnoxious tactics are tired and ineffective–the time has come to truly reinvent the banner. We sought to do this by using a technology as disruptive as adidas itself when we created the first immersive ad experience made with innovative API technology.

April 7th, 2018 - Receive 3D asset and work with vendor to update specs

April 14th, 2018 - Brief creative team

April 15th, 2018 - Creative team concepts, designs comps, and writes lines

April 14th, 2018 - Client review of comps and 3D asset

April 15th, 2018 - Revisions to comps and 3D asset

April 17th, 2018 -Final approval of creative concepts, copy, and 3D assets

April 18th, 2018 - Brief media agency on targeting goals / creative

April 19th, 2018 - Build banner unit creative

April 21st, 2018 - Client review of banner creative

April 22nd, 2018 - Revisions to banner unit

April 23rd, 2018 - Hand off files to media agency

April 24th, 2018 - Media trafficking

April 29th, 2018 - Launch

This is the first immersive ad to exclusively use new API technology. A 3D scan of the adidas Alphabounce was integrated into our API library, from there our creative teams crafted compelling time-of-day-targeted web banner ads that encouraged consumers to explore the shoe. Because the immersive ad contains a call to action that let's consumers know the product is fully explorable, there is no need to employ tired distraction-methods that most web banners utilize. This API technology allows the quick load times on both web and mobile.