Display advertising optimisation platform Celtra has debuted a new high-impact ad format as part of its three-month exclusive partnership with Hearst Magazines UK, which will see the format appear across the publishers 19 magazine brands and seven pure play digital brands.

The ad format, Reactive Pull, invites the user to pull the screen down to reveal the ad content with a reactive scale and cross-fade effect, and can be dismissed after viewing with a simply swipe gesture.

It was piloted in Cosmopolitan and Red with a campaign for Pandora jewellery, and demonstrated a pull expansion rate of 1.8 per cent (150 per cent higher than Celtras existing expandable banner format) and a 69 per cent video consumption rate.

“The goal of our brand advertising campaign was to showcase our product in the best way in the run-up to Mothers Day,” said Caitlin Steele, online marketing manager for Pandora. “Hearst Magazines UK presented us with a new and innovative ad format that suited the needs of our campaign perfectly. It provides a great native user experience by adapting to the look and feel of the entire page, which significantly increase the engagement of our customers.”

Hearst has also introduced Celtras interstitial ad format, Interscroller, to its standard display offering, successfully rolling this out in a recent campaign for Marc Jacobs across brands including Elle, Esquire and Harpers Bazaar.

“At Hearst weve seen a growing demand for ad formats that offer an experience outside of standard mobile banners, specifically formats that give advertisers a larger space within which to communicate their message,” said Rob Wilkin, head of commercial product at Hearst Magazines UK.

“The Reactive Pull is the first in a new series of Celtra mobile formats that Hearst is embedding into its product offering to help advertisers and agencies achieve their performance targets and creative ambitions. As the markets shifts its focus to viewability, we are making changes to our site to promote ad visibility.”