Mobile advertising network AdCamp and the most popular Russian online cinema ivi.ru announced about implementation of MRAID technology in mobile services ivi.ru.
Debut of MRAID on ivi.ru was in the form of media video advertising for different consuming brands which sale their goods in Russia. With the help of MRAID technology, the function Call to Action was implemented via placed over the video advertising active bottoms. In different variants of video advertising on ivi.ru bottoms were the links to distributors’ goods, official groups of the brand in social network Vkontakte or branded Youtube channel.
MRAID (Mobile Rich media Ad Interface Definition) allows to use non-standard forms of interactive advertising on internet portals. MRAID is gaining popularity all over the world, at the moment this technology was implemented in mobile operational systems iOS and Android OS starting 4.0. version.