AdExchanger reports that TripleLift's been testing the cinemagraph ad format where there’s an instant of motion within a static image. While the format has been around for a while on
social media platforms, it may emerge as a useful ad tool with a broader swath of publishers.The offering was developed by TripleLift in response to social media platforms' investments in similar
products, according to TripleLift co-founder and chief strategy officer Ari Lewine. “The cool thing about [cinemagraphs] is that they’re typically made at a very high quality,” said
Scott Messer, senior director of business development at Demand Media, which recently implemented cinemagraphs for its site in partnership with TripleLift. One key benefit for publishers, according to
Messer, is that it's not a large-size format, "You’re not running video and it’s not Flash.”
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