MUMBAI: Global display advertising provider Tribal Fusion has launched two new units -- Pushdown and Sidekick -- to deliver high-impact, user-initiated campaigns to advertisers‘ target audiences at scale. Tribal Fusion, a global display advertising provider, is owned by Exponential Interactive.

Sidekick and Pushdown both aim to deliver high-impact campaigns and user-initiated brand engagement in online campaigns through mini-website experiences that open up when a user clicks or rolls over the basic ad. Once initiated, the units move the page content either to the side or down to reveal a much-expanded ad in which advertisers can add product information, video content and social sharing features. On closing, the unit collapses and page content moves back to its normal place. This allows advertisers to combine the benefits of advanced online audience targeting with highly engaging ad formats.

Tribal Fusion‘s versions of the units run in display banner sizes, enabling them to be offered by many more web publishers. Also, the company has direct relationships with web publishers, which, combined with its technical integration with their web pages, enables the company to deliver new formats at greater scale.

The greater reach enables advertisers to combine the benefits of new, high-impact formats like Sidekick and Pushdown with the scale needed to use advanced online audience targeting techniques.

Exponential senior director global data and targeting Doug Conely said, "Innovating these new forms of ad units has meant that the scale available to advertisers wanting to use them reaches a whole new level. Because an advertiser can leverage our advanced audience targeting capabilities, they will be able to reach their most valuable prospects with these new highly impactful and engaging campaigns."

The new units have also been designed to provide a consistent and recognisable end-user experience. Both include similar animation features in the basic ad that invites the user to interact. Consumers that have engaged with one of the units before will recognize the same invitation in future campaigns.

Tribal Fusion executive director ad solutions Ittai Shiu said, "Our versions of Sidekick and Pushdown take the best of the Rising Stars initiative and evolve them to grow the scale at which they can be delivered and establish consistency in the user experience that drives consumer acceptance and engagement rates."