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雅虎发布ipad App新互动广告形式

POST TIME:2014-05-19 09:06:02

月初,yahoo 发布了基于ipad 客户端的应用Livestand。不过这本电子杂志做的多精美是其次，如何从免费服务中获利才是商家面临的首要问题。网络巨头Yahoo 也准备在杂志内打入广告，但不同于Flipboard在传统的杂志内页呈现广告的形式，此次，yahoo带来全新的可以互动的数位广告——living ads。

上周，Yahoo 就在Livestand 应用上为其主要赞助商Toyota 的电动车Prius V发布了首支living ad。

此次，Yahoo 联手盛世长城和摄影师Alexx Henry为Toyota Prius V 制作了这只living ad , 皆在增进用户的互动体验。在读者阅读杂志时，这则动态广告将会出现在新闻内容的旁边，用手指轻触车的后部，将会展示后部储物空间，再次点击，车子就会在动画场景中行驶，同时提供更多商品信息。

另外，相关数据也表明，与传统的静态广告相比，78%的用户有与广告做互动的意愿，并且在living ads上花费的时间是传统广告的两倍。24%的用户在看过了企业的Living ads后，认为品牌的形象有所提升，并且更愿意和周围的人谈论起这个品牌。

目前Yahoo针对Living ads 提供了20-50万美元的广告组合，同时yahoo移动与平板广告的负责人Alex Linde也表示，具体广告金额和广告本身的体验相关。

当问到这种互动性很强的living ads会不会影响到读者的阅读体验的时候，Linde说：“这是一个很敏感也很微妙的事情，但是互动广告绝对不会突然闯入，打断读者的阅读。就如你在哈利波特的魔法世界中所看到的那样，报纸上的人都会动，这就是我们所追求的效果。”

以下还有关于Living ads 的更多介绍：

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