Yahoo! has started running interactive mobile display advertisements that use HTML5, CSS3 and JavaScript to "deliver more engaging experiences" for advertisers and for users with compatible smartphones. It says its new ad format "bridges the gap between traditional banners and landing pages with creative executions of interactive advertisements".
The company's first campaign has been developed for the forthcoming animated film Shrek Forever After. In one of the ads, the top of Shrek's head appears at the foot of the screen. Clicking the head causes Shrek's face to appear, along with a link to showing times at local cinemas.