This is no longer the case with the rapidly innovating mobile network having released a Dynamic Distance Window.
The distance to offer now animates into or across the artwork; runs across the bottom of the banner in ticker tape fashion or the entire banner animates into a full-size Distance Window and then loops back to the campaign creative. This new feature, a global first, was designed with maximum flexibility in mind and is being adopted in Vicinity’s offices in SA and Dubai (and across Europe as part of a sales partnership with a leading mobile agency).
So, how does it perform? Initial testing with client Famous Brands indicated that consumers love the new feature. A recent Turn and Tender campaign was performing at 0.6% with the static window, this jumped to 0.91% when the dynamic window was introduced across the 300x250 ad unit.
For clients who want a completely unique Distance Window, Vicinity offers a custom Distance Window option. These creative executions use relevant brand icons to transition between campaign creative and the distance to the offer, creating a highly unique and engaging consumer experience.