The IAB Filmstrip enables enhanced creative story‐telling capabilities within a single ad creative. Advertisers submit just one 300x3000 Filmstrip with five different segments. The Filmstrip is then served through the IAB UAP 300x600. Simple engagement features – scroll, click, hover, and touch – allow the user to explore all 5 segments of the 300x3000 creative.
One application involves aligning the five segments of the Filmstrip to the five stages of the purchase funnel (awareness, interest, desire, intent, and loyalty). The IAB Filmstrip is designed to launch from any 300x600 ad location on any publisher across devices (PC, iPad and, eventually, mobile). Publishers share a common logic/algorithm that selects the appropriate phase of the purchase funnel depending on ad location (Homepage content might map with ‘awareness’; Lifestyle content might map with ‘desire’). The common logic would also enable the sequencing of the ad as the user browses through a portal.