Conservation charity WWF has become the first brand to use AdGent Digital’s AdTouch Tablet advertising platform. The global ad campaign, intended to raise awareness for Earth Hour, will run across AdGents publisher partners.

“WWF is the perfect brand to launch our Tablet-based ad unit with, especially because it is close to our hearts,” says Cameron Yuill, chief executive and founder of AdGent Digital. “Tablet users will be able to engage with the brand and publishers as well as advertisers have the chance to deliver interesting content creatively to their target audiences. With Tablet sales increasing, creating ads solely for the devices is a logical step for us.”

AdTouch uses IAB-standard, HTML5-based ad sizes to serve touchable, non-intrusive rich media ads. The WWF ad uses +Slide, which gives users the ability to open the ad by touching and sliding it from right to left, revealing new content on top of the existing page.