By Thomas Hobbs

The ad format (pictured), created by ad tech firm InSkin, wraps around the top and right-hand sides of webpage content on mobile and tablet. Subsequently, as the viewer scrolls through content, the right-hand side element, which features branding and calls to action, scrolls the page and remains in view. Therefore, in theory, the format is designed to never obscure the content users are reading.

Almost three-quarters (72%) of Brits say that intrusive ads are the biggest motivator for them installing ad blockers; for video, over half (52%) said that pre-roll is the most interfering format, according to research by Teads.

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Source: Marketing Week