Last year, Oreo’s “dunk in the dark” tweet pulled the promise of agile marketing into focus for marketers of all kinds. As we approach this years contest, social media teams will no doubt assemble in their war rooms, hoping to have their own viral moment. Even if you don't have a war room, here are some tips to make the most of the Super Bowl opportunity.

Do you like mobile leaderboards? You know, the skinny little ad at the bottom of your screen? The one you accidentally hit while scrolling? Probably not. I'm sorry to say, it’s not a particularly appreciated ad format.

Well, actually there is one group of people that loves those 320x50s. Advertisers.

Mobile leaderboards are the dominant mobile ad format. 320x50s made up 82% of total mobile ad impressions in Q3 last year, according to one study: Global Digital Audience Report Q3 2013.

So, will the most popular mobile ad format go away anytime soon? That seems unlikely. Accepting as a given that the mobile leaderboard will continue to be the most popular, here are some ways to improve it.

Let’s start with the basics. Is the ad clear enough to communicate its message? Oddly enough—the answer to this question is often “no.”

Companies in all sectors are using HTML5 to offer cross-platform, multi-screen experiences to digital audiences. 

Many heavy-weight publishers have rebuilt their websites using HTML5. Hearst was an early adopter. By mid-2012, they transitioned the sites to for their magazine catalogue to HTML5, including Harper's Bazaar, Cosmopolitan, Esquire, Elle, and O, The Oprah Magazine. At the same time, they launched an ad exchange to allow advertisers to scale mobile ads across these sites.

Many other publishers have moved their sites over to HTML5, including most recently The New York Times, whose site launched in January 2014 is built with HTML5...

If you’re looking to use paid media for better exposure for your content, you’re probably already aware of options like social media promotion, content discovery services like Outbrain or Taboola, or native advertising.

But you may not as aware of using display advertising to distribute your content.

Content advertising benefits by having the most expansive reach and targeting opportunities of any of the paid content scaling methods. Content ads are also more visually customizable, compared to social and native ads for instance. This method also doesn’t require a thriving social media presence.

Here are a few tips to using display to distribute your content.

2013 was a remarkable year for Flite. We saw impressions grow 2.75X from previous year, including a 24X jump in HTML5 ad impressions in particular. All the data clearly shows that the paradigm shift toward multi-screen advertising—ads that work on both desktop and mobile devices—is definitely underway.

Looking back on 2013, here were some of the milestone accomplishments at Flite:

This year we decided to make our holiday eCard in Design Studio. Using parallax scrolling always delights, so I decided to go that route.

This was to my second time around with parallax scrolling, which I originally played with in February. The resulting card uses 2D layers of various sizes to mimic a 3D effect...

Our latest case study looks at a last-minute ad campaign that had incredible engagement results. But what makes it so remarkable is the speed at which the campaign went from concept to launch.

Case Study: P&G Launches Event-Driven, Multi-Screen Campaign in Less Than Two Weeks Using Flite

Summary:

P&G chose to promote and underwrite the costs for Swim for Relief, a charitable event benefiting victims of Hurricane Sandy. Swim for Relief featured long-distance swimmer Diana Nyad, who swam for 48 hours straight to raise money for AmeriCares' relief efforts.

In concert with the event, P&G ran over 20 million targeted ad impressions...