Fidelity Investments is running a rich media ad campaign via Yahoo Mobile properties to promote its iPhone application to users of the smartphone.

The Fidelity creative will run for a month across a range of Yahoo Mobile sites and uses an in-page animation anchored by a fixed banner. If the user changes the phone orientation from portrait to landscape, the creative shows just a short animation around the banner itself.

?Fidelity is constantly looking for new ways to leverage digital channels to reach investors in innovative and engaging ways on their mobile devices,? said James D. Speros, chief marketing officer of Fidelity Investments, New York.

As the smartphone market continues to grow, Yahoo expects to see more mobile publishers adopt the HTML5 standard to develop interactive and animated display advertisements on high-end mobile devices.

Media Planning Group USA LLC was the ad agency that made the buy on behalf of Fidelity Investments.

Mobile Marketer?s Dan Butcher interviewed Alex Linde, director of mobile advertising at Yahoo, Sunnyvale, CA. Here is what he said.

What is Yahoo?s strategy behind the launch of the new rich media mobile ad unit?
We want to test as many different kinds of ad creative as we can to help our advertisers understand the best way to reach their audience.

The new capabilities of HTML5 browsers on iPhone and Android allow us to quickly develop fun and exciting ad experiences for our users as we seek to drive deeper engagement with brands.

In the case of Fidelity the characteristic green arrow winds its way around the page before landing in the fixed banner position.

When did the Fidelity campaign launch, and how long will it run?
The Fidelity campaign launched on June 1 and will run for one month.

What are the various actions a consumer can take once clicking/tapping the Fidelity ad?
The ad directs users to a microsite where they can download the free Fidelity application for iPhone.

What is Fidelity?s target demographic for the campaign? How does Yahoo help them reach that audience?
The target demographic for this campaign is the tech-savvy investor looking to create a watch list, track quotes and view charts and news from their iPhone or, in the case of Fidelity customers, to provide a clear call to action to install Fidelity?s iPhone app to view their positions, check their balances, view interactive charts and conduct trades.

Here is a screen grab of the application: