Dive Summary:
- Zumobi's John SanGiovanni writes at Venture Beat that his experience playing Leonardo of the Teenage Mutant Ninja Turtles at Disney MGM Studios was much like crafting deeper, more effective brand experiences through native mobile ads.
- SanGiovanni explains that native ads present unique advantages because they organically integrated within app experiences, use internal features that phone users are familiar with and provide more engaging ad creatives and branded content.
- Ultimately, he believes that dressing up as a theme park character resembles a native app experiences because one's purpose is to entertain an audience while conveying an emotion and personality without completely showing one's face.
From the article:
"... With mobile advertising, we are challenged every day to move beyond the 320 x 50 cage, and truly express a client’s brand in a way that is native to their unique values. While banner advertising is an important aspect of advertising, it is not a style that surprises, delights, and engages the user. Tomorrow’s native app-within-an-app experiences will let users make purchases, share user-generated content photos and media, and engage deeply with social media. ..."
