By "drive" it means you can actually rotate the iPhone to interact with the ad, making it like a sort of video game to go towards the deals that appear. It works like this:
Then eventually, you zero in on a deal that interests you and tap it for more information:
I'm not saying that this ad is perfect. I don't know that I'd bother playing or interacting with it a second time. But the first time I saw it, it definitely caught my attention. And that's a lot more than could be said for most mobile application ads, which generally appear as annoying banners at the top or bottom of your screen. Generally, I carefully try to keep my finger away from those at the risk of accidentally leaving what I'm doing to view a website in Safari.
Determining slick ways for consumers to interact with ads has to be something that advertisers strive for in the future -- especially with mobile devices. It isn't easy getting people to care about ads, but giving them some power over the advertisement is one great strategy.
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