Abstract
The technology described herein is directed to a scroll-activated dismissal mechanism for full-screen advertisements that links the close function of an advertisement (“ad”) to user interaction. When a scrollable ad is displayed, its close button is initially disabled and becomes active only after the user scrolls to a predetermined point, such as the end of the ad content. Visual cues inform the user of the scrolling requirement to enable the button. This ad format presents information-detailed content, including product descriptions, images, video, and reviews, within a single scrollable feed. The experience can be structured as a multi-stage journey, presenting an initial branding card or a final summary card, in addition to the scrollable feed to limit the experience to a maximum of three stages in production. By linking dismissal to content interaction, this approach encourages user engagement with the ad’s material.
Keywords: Scroll-to-skip, high engagement ad, feed format, brand awareness, product understanding, scrolling behavior, content type, clickable elements, call to action (CTA), ad attribution, loading bar, user experience
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Recommended Citation
Zhao, Yang; Li, Clyde; Belagutti, Megana; Ruthazer, Alan; and McDowell, Emory, "Scroll-Activated Advertisement Dismissal", Technical Disclosure Commons, ()
https://www.tdcommons.org/dpubs_series/12392