Adtile, a startup that promotes interactive mobile advertising, has raised $4.5 million in Series A funding, with plans to introduce an app-style store for mobile ads. Adtile’s Motion Ads format encourages users to play with ads by shaking and turning their phones. The result could be spilling a virtual coffee cup, for example, that then displays a list of nearby stores. Building these ads can be an extensive process, so the store plans to sell pre-designed and pre-coded Motion Ads.
According to the Adtile site, “Motion Ads feel like tiny native applications with utility and functionality embedded into them. They take advantage of the smartphone’s GPS, gyroscope, motion coprocessor, accelerometer and compass.”
Founder and CEO Nils Forsblom recently provided TechCrunch with a demo of new editing tools designed to help with the creation of Motion Ads. He says that Adtile (formerly TenFarms) is presently working with customers in North America, South America and Europe.
The app-style store will launch this fall, “allowing advertisers to just plug their own designs and media assets into an existing ad,” explains TechCrunch.
“So in essence, it lets Adtile developers to create unique Motion Ad interactions, that can later be used by brands and agencies by just incorporating design and storytelling to the flow,” wrote Forsblom. “So instead of spending a lot of money and time on developing new HTML5 sensor enabled ads, they can simply get them from the store. Adtile has created very specific human interface design and developer guidelines for quality and constraint purposes.”