MUMBAI: MediaMind, provider of integrated digital advertising solutions, has announced the launch of a new ad format in India named Slider.

Developed by MediaMind, the Slider will be first used for a Samsung Galaxy Y DUOS campaign in India. The campaign is running on the MSN India portal.

MediaMind also announced the Interactive Advertising Bureau (IAB) Rising Star ad format.

The Slider features an overlay unit at the bottom of the page. It enables a user to slide the entire page to the side, unveiling a full branded experience.

Samsung Mobile India digital marketing head Aman Malhotra said, “Online is a key channel for Samsung, as it is increasingly becoming the preferred medium for consumers. We are continuously on the lookout for new and innovative ways to reach our consumers and give them an interesting experience."

Microsoft India country director- advertising and online Neville Taraporewalla added, "In today’s age of clutter and media complexities, it is important for brands to have advertising solutions for better storytelling. Microsoft Advertising offers a broad set of tools for marketers to be creative with: from rich media to emerging technologies. The Slider format created by MediaMind is an apt example of what can be done online to amplify brand stories. It was offered to the client keeping in mind the rich experience it renders, while giving the user full control."

“Advertisers are always seeking cutting-edge formats to attract users’ attention. By introducing the IAB Rising Star formats in India, we are enabling innovative advertisers such as Samsung to connect with their audiences via an engaging brand experience," MediaMind India and MENA (Middle East and North Africa)country manager Raghu Seelamsetty said.