Filmstrip ads, a format developed by Microsoft and explained in this video, thread a long version of a banner ad through a standard window, which users can scroll to see more. The large banner is intended to move the consumer through the purchase funnel, from awareness to loyalty.
In Dodge’s case, the full banner — created by ad agency SapientNitro — is actually five banners pieced together. The intent was to show off the Dodge Grand Caravan's product and safety features.
Other advertisers may adopt the format soon as well. In February, in Microsoft’s Advertising Blog, Jennifer Creegan, the company's senior director of brand advertising, wrote that General Motors and T-Mobile were also considering the format.
Filmstrip was one of six selected by the IAB Rising Stars competition for new formats in February. The competition was designed to improve click-through and engagement rates for online advertising. Display ads have notoriously low click-through rates.
