Time Inc has debuted its latest mobile ad innovation, the Double Snap takeover, on its People magazine site.
The Toyota campaign sees a small banner ad follow the user as they scroll down the page and then snaps into a larger interactive placement halfway down. It then retreats back to the top to complete the experience. The ad is currently only being used on iOS.
Solomon Masch, director of mobile sales and strategy at Time, spoke to us about the intricacies of creating new experiences on mobile and the explosion in mobile ad dollars. 
You can listen to the full interview below, or download it as a podcast here.
