We've launched some seriously awesome smartphone ads.

Hello to everyone who thinks smartphone ads are just "those tiny things that pop up at the bottom and flash around." My name is Seitaro Miyaji, and I work as a Creative Technologist at Dentsu Inc. CDC.

Many of you have probably felt frustrated, wondering if smartphone ads can do anything beyond "popping up small at the bottom and blinking."

But!!

Starting today, October 23, 2015, the landscape of smartphone advertising is about to undergo a seismic shift!

Because today, Dentsu Inc. and AXEL MARK have developed an absolutely insane product called "BRAND SCREEN" that completely shatters the existing concept of smartphone advertising.

BRAND SCREEN is a new advertising delivery service that allows interactive ad content to be placed on top of article pages operated by web media. This is made possible by obtaining permission from over 40 major web media outlets to "place ad content integrated with article pages."

While it uses JavaScript embedded in article pages for ad delivery—similar to standard mobile ads—its key difference lies in the media operators explicitly permitting "ad content integrated with article pages." ...Yes, sharp readers will have noticed! This means BRAND SCREEN enables

"physically enables any form of expression possible on mobile sites to appear directly on article pages!!"

...is an ad delivery service.

(Though saying "any expression is possible" is a bit of an exaggeration, since actual implementation requires media permission and faces file size limits.)

Words alone might not make it clear, so let's see what it can actually do. For example, let's create an ad for a robotic vacuum cleaner, a popular item at electronics retailers. With conventional mobile ads, it would look something like this...

Well, this is pretty standard, right?

With BRAND SCREEN, you can express a "robot vacuum cleaner ad" in a much, much more spectacular way!

For example, like this.
(Stop scrolling and focus on Miyaji's finger.)

That's right. With BRAND SCREEN, you can display advertising content "above the article page." Of course, it's not limited to distribution on a single media outlet; simultaneous distribution is also possible. This allows you to place the same creative on multiple media outlets, enabling leveraged distribution.

But that's not all BRAND SCREEN has to offer.

Tap, swipe, scroll... It's no exaggeration to say nearly every feature usable on mobile websites is available here. For example... Let's say you want to create an ad for a common household item like "glass cleaner" using scroll functionality.

Now then... Suddenly, but allow me to take a deep breath here.

Suuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuu

Haahhhhh

Aaaaaaaaaaaaaaaaa

Aaaahhhhh

Ahh~

Aaaaaaaaah

Aaaaaaaaaaaaaaaaa

Aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa

So, this time, I've introduced (just a taste) of the expressive potential of BRAND SCREEN, a new ad delivery platform that redefines smartphone advertising.

But BRAND SCREEN's features don't stop there. Beyond its expressive leaps using gyro and acceleration sensors, it also boasts unique brand experience metrics unconstrained by CTR, flexible media selection, and various other potentials. Next time, we'll delve deeper into its appeal with Axellmark, the team behind BRAND SCREEN's technical development.