Ad Operations Online » Mobile Advertising

Millennial Media Launches Operations in Japan

Otilia Otlacan — Fri, 24 May 2013 13:00:18 +0000

Industry Veteran John Greiner Named Managing Director of Japan

BALTIMORE, Md. - Millennial Media (NYSE: MM), the leading independent mobile advertising and data platform, announced the official launch of operations in the Japanese market. John Greiner has been named Managing Director of Japan, and will lead the company’s operations out of the newly opened Tokyo office.

“Japan is an incredibly advanced and robust mobile market, and there is a tremendous opportunity for brands to reach and engage consumers over mobile devices”

“Following the opening of our Singapore office in 2011, expanding into Japan was a natural progression as we look to continue working with brands, agencies and developers across Asia,” said Mollie Spilman, EVP, Global Sales & Marketing, Millennial Media. “Our scale, innovative rich media capabilities and industry-leading data asset will allow us to bring a premium mobile advertising solution to the Japanese market.”

As the Managing Director of Japan, John Greiner will lead all operations in Japan and will be responsible for building relationships with developers and publishers, and working with premium brands and agencies to help them execute effective mobile advertising campaigns. Greiner was most recently the President of MonkeyPaw Games, and brings over 18 years of experience in the Japanese market.

“Japan is an incredibly advanced and robust mobile market, and there is a tremendous opportunity for brands to reach and engage consumers over mobile devices,” said John Greiner, Managing Director, Japan, Millennial Media. “Millennial Media has the technology and infrastructure in place to bring a unique, premium offering to the region, and we will be looking to immediately capitalize and generate scale.”

With the opening of the Japanese office, Millennial Media now has international offices in London, Singapore, Tokyo, Paris, Hamburg and Jakarta.

Millennial Media has over 350 employees worldwide and is aggressively hiring in both the United States and internationally.

About Millennial Media

Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights. Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS) that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.

appssavvy Answers the Industry’s Cries for Scalable, Standard Native Advertising

Otilia Otlacan — Thu, 23 May 2013 13:00:47 +0000

appssavvy’s Activity-Based Ad Units Employ IAB “Rising Stars” Canvasses for Brand Advertising Naturally in a User’s Activity Stream and Native to The Experience

NEW YORK, NY – “Scale” and “standard” are two question marks that often arise about native advertising. appssavvy (www.appssavvy.com) continues to answer these questions with its activity-based advertising platform. The Interactive Advertising Bureau (IAB) is encouraging adoption of the IAB Rising Stars, new canvasses for brand advertising on digital platforms, but these are too often delivered in a non-native manner. appssavvy fixes this through its activity-based web and mobile ad units.

“Delivering ads in natural placements within the user activity flow is the Holy Grail for advertisers — as is engaging, creative experiences. Using the IAB Rising Stars in-stream delivers a new standard ad unit that is native to the experience and demonstrates the next generation of digital brand advertising,” said Peter Minnium, Head of Brand Initiatives at the IAB.

appssavvy’s activity-based advertising technology platform focused on people’s native activities, reaches an audience of 103 million unique users per month. appssavvy delivers a Full Page Flex mobile “Rising Star” ad unit featuring a full screen experience with interactive functionality. These ads, which are similar on the web, except that they are 600×300 in size, are triggered by people performing activities, such as creating and consuming content, or communicating. Each of these activities, which, today, appssavvy delivers against more than 4 billion per month, provides a natural break within the user flow resulting in better timing, as well as context based on the activity, to drive scalable, standardized native advertising.

“The IAB’s Rising Stars initiative is in lock-step with our vision to rethink the delivery and reception of advertising,” said Chris Cunningham, co-founder and CEO of appssavvy. “As people’s behavior has shifted from page-based media to activity-based, both on the web and mobile, so should how we think about advertising. Through our, now, IAB standard, activity-based ad units native to the digital experience, we’re making advertising better by empowering leading web publishers to get smarter about their inventory and what it’s worth through data and insights, and brands to reach people within natural breaks and when they are most receptive, all in real-time.”

To learn more about the IAB’s Rising Stars, visit: www.iab.net/risingstars.

About appssavvy
appssavvy (www.appssavvy.com) is a technology company with the mission of rethinking the delivery and reception of advertising. Focused on activity, appssavvy redefines how brands reach consumers, creates native ad experiences for publishers, and most importantly, improves advertising through data and insights about real-time behavior. For more information, visit www.appssavvy.com, on Facebook (www.facebook.com/appssavvy) or follow us on Twitter @appssavvy.

Kontagent Experiences Strong Growth in 2013 as Momentum Builds for Sophisticated Mobile Analytics Offerings

Otilia Otlacan — Wed, 22 May 2013 14:00:39 +0000

Company expects revenues to double in 2013 as demand surges for its solutions from leading retail, entertainment, healthcare and travel companies.

Partners with UBER, HotelTonight, General Motors Company and others at annual user conference to discuss enterprise needs for a changing mobile landscape.

SAN FRANCISCO – Kontagent, a pioneer in mobile analytics, today announced at its second annual Kontagent Konnect User Conference that the company expects revenue to double in 2013, as interest in its mobile customer intelligence solution has grown rapidly; especially from retail, entertainment, healthcare and travel companies. The company has signed new enterprise clients, including: Telenav, Warner Brothers, eHarmony, Thrillist/JackThreads and ooVoo.

Kontagent Konnect is being held in San Francisco, where hundreds of mobile business leaders are converging to discuss the changing mobile landscape. Executives from UBER, HotelTonight, Tapjoy and General Motors are among the panelists who will share secrets on how “mobile-first” companies are light years ahead of their online competitors. Other topics of discussion include: the importance of using customer behavioral data to make app-development decisions; the techniques non-gaming industries can learn from game developers in order to ramp customer engagement and monetization; and the shift from analytics to mobile intelligence.

“The strong growth that Kontagent has seen this year does not surprise me, given the breadth of their offerings and strength of their team,” said Rand Schulman, founder of the Digital Analytics Association (formerly Web Analytics Association). “Think of it this way: 2013 is for mobile what 1997 was for the Web. As the evolution of mobile analytics continues, Kontagent will be to mobile what Omniture is to the Web.”

Founded in 2007, the company has achieved major milestones including:

· The release of several new updates to its popular kSuite product, including:

o kSuite Mobile, which provides the insights mobile businesses need in order to improve their apps to better acquire, engage and monetize customers;

o kSuite DataMine, which provides data analysts unlimited, unparalleled query power to find the patterns, connections, and correlations that lead to engagement and in-app purchases;

kSuite Mobile App for on-the-go executives to check the health of their mobile businesses;
kSuite Multiscreen, which provides high-level views of how a business’s apps perform across multiple platforms—smartphones, tablets and desktops;
Cohort Explorer and Revenue Analysis, which provide deeper customer lifetime value and performance analytics.

In conjunction with Econsultancy, Kontagent released “The 2013 Mobile Sophistication and Strategy Study,” which found that 75% of companies haven’t defined a way to measure ROI or determine if their mobile experiences are truly effective, yet most expect to spend more in mobile in 2013;
Kontagent is funded by Altos Ventures, Battery Ventures and Maverick Capital, with initial funding from Facebook;
Kontagent is experiencing more than 100% revenue growth year-over-year;
Kontagent now has 140 employees and offices in San Francisco, New York, Toronto, London, Japan and Korea;
- The Kontagent kSuite platform currently tracks:
- 250 billion+ customer data points tracked on a monthly basis
- 32 million+ daily active users tracked
- 210 million+ monthly active users tracked
- And has been instrumented on 1,000s of applications

Large enterprise brands trust Kontagent with their mobile analytics needs because of the company’s depth of technology and expertise. Kontagent has spent the past five years working with some of the game industry’s most sophisticated developers, who rigorously use data to optimize their apps. Among those that have leveraged kSuite to increase user engagement and monetization rates include: Halfbrick (Fruit Ninja), Ubisoft, SGN, Electronic Arts and Big Fish. To that end, Kontagent has developed best practices for using data to optimize social and mobile apps that are used industry wide. These best practices are now applied to applications created by businesses in other industries—such as retail and healthcare—that wish to increase customer engagement and monetization rates, across smartphone and tablet devices.

“Mobile represents a vast market opportunity and the smartest companies are starting to understand that they need to learn how to decipher their ‘big data’ to create memorable customer experiences, which in the end is what drives growth,” said Jeff Tseng, CEO and co-founder at Kontagent. “Otherwise, it’s just a pile of wasted potential. Interest in what we’re doing is taking off and right now we’re continuing to put the pieces in place, not just to succeed, but to lead the market.”

About Kontagent

Kontagent is the leading mobile customer intelligence solutions provider for business enterprises, application developers, marketers and producers. Kontagent tracks over 250 million monthly active users, thousands of applications, and more than 250 billion events each month for customers around the globe. Its unique people, process and platform approach to MCI enables companies to translate their metrics into actionable, data-driven business decisions. The company’s proprietary mobile analytics solution, kSuite, was built from the ground up to help organizations gather, analyze and use their data to grow and dominate in the mobile marketplace.

Kontagent is headquartered in San Francisco, with additional offices in Toronto, London, Seoul and Tokyo. Its clients range from medium to enterprise-level companies worldwide, including: North America, Asia, Europe and Latin America. For more information, visit www.kontagent.com and follow Kontagent on Twitter @Kontagent.

OBJE: Mobile Ads Boost Revenue Growth

Otilia Otlacan — Fri, 17 May 2013 13:00:43 +0000

SARASOTA, Fla. - As OBJ Enterprises (OTCBB: OBJE) begins work on a new platform to help indie developers build and release fun and profitable gaming apps, mobile advertising is proving to be a crucial money maker for online communications platforms.

“That way, developers can concentrate simply on creating the best, most engaging apps possible.”

High-quality, relevant mobile ads allow Facebook and many other app developers to deliver their content to users at no charge. OBJE is hard at work creating new tools to allow game developers to inject the same business model into their gaming apps. Last month, the company announced plans to develop an innovative new crowdsourcing platform to help independent game makers build, publish and market the next wave of fun and exciting mobile apps for a growing market of more than 500 million gamers worldwide.

Facebook has called mobile applications the key to its future success—with embedded advertising leading the way. Mobile ad sales accounted for 30 percent of Facebook’s total ad revenue in the first quarter of this year, up from essentially nothing only a year ago.

“This platform should provide comprehensive services to developers, like mobile ads, distribution, marketing and other essentials an app needs to be profitable,” said OBJE CEO Paul Watson. “That way, developers can concentrate simply on creating the best, most engaging apps possible.”

Obscene Interactive is a division of OBJ Enterprises, Inc. that is working to develop innovative gaming products for the Apple (NASDAQ: AAPL) App Store and Google (NASDAQ: GOOG) Play platforms alongside companies such as Glu Mobile (NASDAQ: GLUU) and The Limited (NASDAQ: NCTY).

Follow OBJ Enterprise and Novalon Games developments at www.novalongames.com.

About Obscene Interactive

Obscene Interactive, a subsidiary of OBJ Enterprises, Inc. (OBJE), is an emerging global developer of social gaming applications. OBJE’s cutting-edge technology platform enables its titles to be accessible to a broad audience of consumers all over the world, supporting multiple platforms for universal appeal. Obscene Interactive is focused on delivering the best in social gaming solutions to the mass market. For investment information and performance data, please visit www.obsceneinteractive.com/investors.html.

Sprint and Time Inc. Form Mobile Content, Advertising and Retail Alliance

Otilia Otlacan — Fri, 17 May 2013 12:00:09 +0000

OVERLAND PARK, Kan. & NEW YORK - Sprint (NYSE:S) and Time Inc. announced a mobile content, advertising and retail alliance. As part of the arrangement, Time Inc. will deliver its branded content within a customizable section of the SprintZone application on select Sprint devices. Customers can expect the latest entertainment, lifestyle, sports and business news.

“We are thrilled that our arrangement with Sprint will make content from People, Sports Illustrated, Entertainment Weekly and other brands available to an even broader, highly engaged mobile audience.”

The content experience within SprintZone will be updated in real time, pulling content from Time Inc.’s brands, including stories, photography and videos. Users will be able to customize their content and experience by brand.

Time Inc. and Sprint will also collaborate on mobile advertising solutions leveraging Time Inc.’s mobile network of 20 million and Pinsight Media+, Sprint’s targeted advertising service. The collaboration includes access to each other’s premium mobile properties and audiences to extend the reach of client ad campaigns.

Adding unique retail integration, Time Inc. will provide its content for Sprint’s retail stores, allowing Sprint to leverage Time Inc. content for demonstrating the capabilities of digital devices in the stores and enhancing consumers’ in-store experience.

“Time Inc. is home to some of the biggest consumer media brands, and our audiences are seeking out our content on every mobile platform available,” said Cyrus Beagley, senior vice president and general manager of Time Inc.’s Advertising Sales & Marketing Group. “We are thrilled that our arrangement with Sprint will make content from People, Sports Illustrated,Entertainment Weekly and other brands available to an even broader, highly engaged mobile audience.”

Mike Cooley, vice president-New Ventures at Sprint, added, “This opportunity with Time Inc. is ideal for potentially introducing many of our customers to new content from Time Inc.’s well-known brands. With the option of preselecting categories, such as sports, news or entertainment, we are giving our customers a premium choice of the content they will receive for no extra charge.”

About Time Inc.

Time Inc., a division of Time Warner, is one of the largest branded media companies in the world. With 21 magazines, 26 websites, and more than 80 mobile products, Time Inc. engages 138 million consumers in the U.S. each month and accounts for more than 20% of total advertising revenues of U.S. consumer magazines. Time Inc. is home to the most culturally and socially influential brands including TIME, PEOPLE, FORTUNE, SPORTS ILLUSTRATED, Entertainment Weekly, InStyle and Real Simple, along with iconic franchises such as the FORTUNE 500, TIME 100, PEOPLE’s Most Beautiful and SPORTS ILLUSTRATED’s Sportsman of the Year.

About Pinsight Media+

Pinsight Media+ offers the latest in unparalleled targeting, unique campaign placements, and insightful analytics. With Pinsight Media+, advertisers have the power to reach consumers on their mobile device in a more personalized way through relevant advertisements that are designed to drive substantial value for brands, advertisers and publishers.

For more information, please visit www.pinsightmedia.com.

About Sprint Nextel

Sprint Nextel offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel served more than 55 million customers at the end of the first quarter of 2013 and is widely recognized for developing, engineering and deploying innovative technologies, including the first wireless 4G service from a national carrier in the United States; offering industry-leading mobile data services, leading prepaid brands including Virgin Mobile USA, Boost Mobile, and Assurance Wireless; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. The American Customer Satisfaction Index rated Sprint No. 1 among all national carriers in customer satisfaction and most improved, across all 47 industries, during the last four years. Newsweek ranked Sprint No. 3 in both its 2011 and 2012 Green Rankings, listing it as one of the nation’s greenest companies, the highest of any telecommunications company. You can learn more and visit Sprint at www.sprint.com orwww.facebook.com/sprint and www.twitter.com/sprint.

Marchex Announces New Product Solution for National Advertisers with a Local Presence; Early Data Show 30% Boost in Ad Campaign Performance

Otilia Otlacan — Thu, 16 May 2013 13:00:31 +0000

SEATTLE - Marchex, Inc. (NASDAQ:MCHX), a leader in mobile performance advertising, announced the launch of several new features to its award-winning Local Leads platform, which has focused exclusively on boosting customer conversions at the local level for nearly a decade.

“Historically, we’ve seen much of that spend essentially unexploited because local branches are often viewed as separate small businesses, instead of key facets of the national brand”

These new features are designed to drive greater campaign effectiveness for national brands with a local presence. Advertisers will now have: maximum brand control across hundreds or thousands of local affiliates; increased local demand generation across mobile and other digital channels; and the ability to manage the competitive and increasingly fragmented digital landscape.

Marchex will also work closely with corporate and regional marketing teams to design the program, manage the launch process and provide ongoing support.

“We are responding to the unique challenges experienced today by national advertisers, such as auto manufacturers with regional dealerships or hotels with local chains,” said Ziad Ismail, Senior Vice President of Product at Marchex. “One of the biggest problems now is an absence of deep marketing cohesion at the national and local level, which leads to competition among those who work for the same brand.”

Last year, national brands spent $45.2 billion in local media advertising – more than a third of all spending in local media, according to BIA/Kelsey, a media research firm.

“Historically, we’ve seen much of that spend essentially unexploited because local branches are often viewed as separate small businesses, instead of key facets of the national brand,” said Matt Booth, chief strategy officer at BIA/Kelsey.

Marchex’s new solution provides:

A Pay For Performance model and platform. Rather than paying for advertising media, advertisers pay only for actual lead outcomes (e.g. phone calls or lead forms).
Unique performance elements for promoting local affiliates in the same region and to co-ordinate local and national campaigns.
Consistent branding and messaging on landing pages and other materials.
Market-leading call analytics and lead-focused reporting.

According to initial customer data, the new features boosted campaign performance by more than 30% compared to traditional local marketing strategies.

For more information, visit http://www.marchex.com/products/local-leads.

About Marchex

Marchex, Inc. delivers customer calls to businesses and analyzes those calls so companies can get the most out of their mobile advertising. Marchex supports its customers through a unique technology platform that has three primary components: (1) Call Analytics, which powers all of our advertising solutions, and allows partners to leverage data and insights that accurately measure the performance of mobile, online and offline call advertising; (2) Digital Call Marketplace, which annually connects millions of consumer calls to our advertisers from a range of mobile and online sources on a Pay For Call basis; and (3) Local Leads, a white-labeled, full-service digital advertising solution for small business resellers that drives quality phone calls and other leads to their small business advertisers. Marchex is based in Seattle. To learn more, please visit www.marchex.com.

InsightExpress Research Supports Tablets as Promising Advertising Channel for Digital Campaigns

Otilia Otlacan — Wed, 15 May 2013 12:00:54 +0000

STAMFORD, Conn. - InsightExpress, a leading marketing research and data analytics firm, released research that indicates great promise for tablets as a powerful advertising channel. The InsightExpress analysis found that campaigns running on tablet devices are extremely effective at delivering their message and motivating purchase, and either match or outperform established mobile channel norms.

“InsightExpress launched Tablet AdInsights™ in 2011 as the first research solution to measure campaign performance across tablet devices. Since then we have been compiling tablet normative averages to benchmark the brand communications effectiveness of this quickly growing medium”

The findings detailed below were drawn from InsightExpress’ Tablet InsightNorms™, a normative database containing results across 43 campaigns comprised of 83 ad executions that show the branding effectiveness of advertising placed on tablet devices.

Thanks in great part to InsightExpress’ involvement in a 14-month long research study conducted by VivaKi’s The Pool, an ongoing initiative to uncover advertising solutions of the future that revealed best practices and key findings for ads placed on tablet devices, InsightExpress is able to offer one of the most robust portraits of tablet advertising effectiveness in the industry.

This Tablet InsightNorms analysis, which incorporated the 74 individual custom ad executions from The Pool’s tablet lane, explored advertising performance across key brand metrics (unaided awareness, aided awareness, advertising awareness, message association, brand favorability and purchase intent). The following key findings were revealed:

		1.			Significant increases in all brand metrics indicate that tablet campaigns are extremely effective, especially when it comes to advertising awareness.
		2.			To date, tablet campaigns either match or outperform the established mobile channel advertising effectiveness norms. This pattern was also seen with early mobile campaigns outperforming online.

Tablet Campaigns Drive Strong Brand Metric Performance

As shown in Chart 1, significant increases across all brand metrics indicate that tablet campaigns are highly effective. The striking increase in advertising awareness (41 percentage points) suggests that these ads are both noticeable and memorable to viewers. The ability of tablet campaigns to drive lower funnel metrics such as message association, brand favorability and purchase intent signifies that these ads are also quite persuasive. However, it is not surprising to see strong results like these for a new advertising channel.

Tablet vs. Mobile Performance

InsightExpress is able to benchmark these tablet norms against the Mobile InsightNorms database, which contains over five years of aggregated mobile campaign effectiveness results. As shown in Chart 2, to date tablet campaigns either match or outperform the established mobile channel norms. Tablets’ strong advertising awareness performance illustrates that they are currently far more successful at getting noticed than mobile ads. Aside from the “novelty factor,” larger displays and enhanced browsing experience likely enable viewers to better notice and absorb tablet creative executions.

The favorability and intent data also show that tablets are also slightly more effective than mobile phones at guiding consumers down the purchase funnel. As the tablet market matures and becomes more saturated, these strong deltas are likely to stabilize on par with our mobile normative data.

While tablet campaigns are excelling in many areas, others remain on par with mobile. The tablet campaign brand awareness results do not outperform mobile campaigns yet. Thanks to a larger screen, tablet ad creative to date can offer more flexibility than just a logo but additional information in the form of images or text may compete with the brand’s logo for the consumer’s attention.

“InsightExpress launched Tablet AdInsights™ in 2011 as the first research solution to measure campaign performance across tablet devices. Since then we have been compiling tablet normative averages to benchmark the brand communications effectiveness of this quickly growing medium,” said Drew Lipner, Co-Chief Executive Officer at InsightExpress. “As we have learned through our collaboration with VivaKi, tablets are helping to accelerate share shift across screens and have had a transformative impact on digital advertising.”

“We have a wealth of tablet data and research available at our fingertips that clearly shows the power of the device when it comes to reaching and engaging with consumers,” said Tracey Scheppach, VivaKi EVP, innovations director and founder of The Pool. “As an industry, we need to work towards harnessing the magic of the tablet and move the industry forward.”

About InsightExpress

InsightExpress is an industry leading marketing research and data analytics provider specializing in the measurement of brand communications. The company’s proven approaches include message evaluation, advertising effectiveness, creative development and cross-media optimization. With vast industry expertise, proprietary methodologies and an exclusive platform, InsightExpress helps agencies, media and advertisers optimize marketing initiatives across all media channels. Founded in 1999, InsightExpress is headquartered in Stamford, CT, with offices in San Francisco and New York. For more information, please visit our corporate Web site at www.insightexpress.com or our InsightfulAnalytics blog athttp://blog.insightexpress.com/; you may also call 203.359.4174.

About VivaKi

Part of Publicis Groupe (Euronext Paris Exchange: FR0000130577; and part of the CAC 40 index), the world’s third largest communications group, VivaKi was established in 2008 to propel the digital transformation and expertise of the Groupe and its agencies. Today we are the global leader in digital advertising solutions, working with the world’s leading organizations to help them navigate the evolving and chaotic media landscape. VivaKi is organized across four distinct pillars: Products and Solutions includes Audience on Demand, a market-leading addressable media buying practice recognized as the first, best and most secure solution of its kind in the world; the Emerging Opportunities practice transforms new partnerships into digital marketing products and services. A well-known global component of this practice is The Pool, which explores and surfaces next generation ad models for emerging media platforms; Operational Consulting is a global process automation and standardization practice that streamlines systems, process and workflow for an open and networked world; VivaKi Exchange is a trading operation that leverages the scale of the Groupe’s combined media clout in 16 markets around the world, negotiates the most efficient and effective opportunities for our clients. Across the globe, VivaKi employs more than 300 engineers, technology experts, product designers, analysts and digital marketing professionals. Visit us online at www.vivaki.com or follow us on Twitter: @VivaKi.

About The Pool

Part of VivaKi’s Emerging Opportunities pillar, The Pool exists to uncover new and improved advertising solutions – ones supported by consumers, advertisers and media companies. It is designed to bring together the leaders, pioneers, and the futurists to help scale and monetize evolving media platforms. Since launching in 2008, The Pool has expanded its reach across the globe, attracting more than 100 companies to its cause in 14 lanes, or areas of focus, across seven countries. Its efforts have tackled everything from online video to cross-media metrics to tablets and IPTV.
www.vivaki.com/the-pool

Celtra’s AdCreator Platform Now Supports All Five IAB Mobile Rising Stars Formats

Otilia Otlacan — Fri, 10 May 2013 14:00:11 +0000

CAMBRIDGE, MA - Celtra Inc., the industry leader for rich media mobile ad serving and analytics, today released all five of the Interactive Advertising Bureau (IAB) Mobile Rising Stars into its award-winning AdCreator 3 platform. Celtra has also certified these formats across a wide range of publishers and ad networks.

Celtra tailored its Rising Stars offering to provide as robust an experience possible within the IAB guidelines. Focusing on the Slider and Pull as flagship formats, Celtra added a breadth of richness to these two formats that make them unique to the AdCreator 3 platform.

“Advertisers and publishers now have the ability to take advantage of these new Rising Stars ad formats from our AdCreator platform,” said Mihael Mikek, Co-funder and CEO at Celtra. ”Celtra’s Rising Stars deliver highly engaging ads that leave users with a positive brand experience.”

Celtra’s Mobile Rising Stars are comprised of the following formats:

Pull - Vertically pulls a full screen ad experience over the publisher content
Slider - Slide banner to show or close ad
Sticky Banner - Dynamically locks to designated area
Filmstrip - Multi-panel, scrollable vertical or horizontal ad
Full Page Flex - Full screen experience that accommodates both portrait and landscape orientation

“The Mobile Rising Stars are designed to provide brand marketers with engaging mobile canvasses as scale,” says Peter Minnium, head of Brand Initiatives at IAB. ”Given the complexity of the mobile ecosystem, naming standards is just half the challenge — enabling these across mobile devices and publishers is an equally important task. Celtra’s support of these units in its platform will greatly ease that challenge for its broad list of clients.”

Celtra’s Rising Stars ad formats support a full set of AdCreator features, such as video, animation, location based features, gaming features and social media features. Complete media and engagement analytics is available for all new formats.

To learn more about Celtra’s support of the IAB Mobile Rising Stars formats, please watch this video or visit the Celtra blog. For more information about the IAB Mobile Rising Stars, please visit www.iab.net/risingstarsmobile.

About Celtra Inc.

Celtra Inc. is the global leader for rich media mobile ad serving and analytics. Celtra’s AdCreator 3 platform, which is used by world’s leading agencies, publishers and networks in more than 18 countries, is the only complete, SDK and ad server agnostic platform for rich media mobile advertising. Celtra’s unparalleled HTML5 ad products are designed to provide the best user experience, performance and reliability on distinctive mobile platforms with one single ad unit. For more information, visit Celtra at www.celtra.com or @CeltraMobile on Twitter.

Celtra is headquartered in Cambridge (MA), with offices in New York City, San Francisco, Los Angeles, Chicago, London (UK), and Ljubljana (SI).

Adform Partners with AdTruth to Deliver Enhanced Desktop and Mobile Ad Performance

Otilia Otlacan — Fri, 10 May 2013 07:55:20 +0000

European ad tech platform to assign AdTruth ID for more accurate RTB decisioning

SAN JOSE, CA – AdTruth, the global leader in securing digital relationships, today announced Adform, a leading provider of digital media trading technology and campaign management solutions, will be using AdTruth’s universal device recognition technology for increased audience recognition in both desktop and mobile. Adform, a pan-European ad tech platform, is utilizing the AdTruth ID to support its platform’s desktop and mobile real-time bidding (RTB) capabilities leading to increased campaign reach and audience engagement.

Agencies and brands are seeking new and better ways to engage with consumers. Device recognition is at the core of delivering relevant consumer experiences. Existing approaches have become ineffective in the current mobile and privacy-aware environment. AdTruth’s universal device recognition technology works across all devices in both desktop and mobile giving marketers the identification layer they need to reach audiences at scale with the right content at the right time.

“Adform is committed to overcoming the limitations of current device recognition technologies in a way that supports the performance our clients’ demand and the privacy protection consumers expect,” said Martin Stockfleth Larsen, chief marketing officer of Adform.

“Adform’s decision to adopt our universal technology demonstrates AdTruth’s value to the ecosystem,” said James Lamberti, vice president and general manager of AdTruth. “Our technology was built taking a privacy-by-design approach. It empowers marketers and agencies to implement online campaigns with the necessary tools to reach audiences on mobile and desktop.”

Join AdTruth and Adform for a live webinar session on May 30th, 2013 at 6:00 a.m. PST/9:00 a.m. EST/3:00 p.m. CETto learn more about how advertisers and the entire online advertising ecosystem can benefit from improving audience recognition across desktop and mobile.

About AdTruth, a division of 41st Parameter
In a world where people are increasingly reliant on a variety of Internet-connected devices for everything from banking to shopping to entertainment and media, creating relevant customer experiences and preventing online fraud are constant and complex business challenges. 41st Parameter, the global leader in device recognition and intelligence, combines its patented technologies and years of expertise to recognize devices without cookies, without compromising privacy and without impacting performance. AdTruth, the company’s digital media division, gives marketers a new and better way to recognize and reach their most valuable audiences across all types of devices. These privacy compliant solutions help keep the Internet more secure and relevant for everyone. To learn more about digital media solutions from AdTruth visit www.AdTruth.com.

About Adform
Adform is the European leading ad tech platform, closing the loop for agencies, advertisers and publishers by integrating media planning, buying, optimisation and reporting into one place.

Adform’s unique platform incorporates display ad serving, rich media, video, mobile, dynamic ads, personalised targeting, and real-time bidding through integrations with major inventory players, making display advertising simple, relevant and rewarding. Adform was established in Denmark in 2002 and now has offices in 12 countries including Nordics, UK, Spain, Germany, Italy, Netherlands, Belgium, Czech Republic and Lithuania. Visit http://www.adform.com for more information or follow us on Twitter www.twitter.com/adforminsider

We’ve Gone Mobile: Introducing Sharethrough Mobile

Otilia Otlacan — Fri, 10 May 2013 05:05:12 +0000

We are very excited to announce the launch of Sharethrough Mobile, a technology solution to power native advertising across the mobile web. We’ve been testing and iterating on our platform for some time, and we are confident we’ve delivered a product that will significantly impact mobile monetization while maintaining the best user experience possible. Native is the most elegant and most impactful form of advertising built for the mobile web. Web publishers continue to see explosive traffic growth and migration of users to mobile platforms and brands are eager to interact with these users with native, organic units. Today’s options for mobile advertising don’t provide a user experience that matches the quality of the devices we hold in our pockets, nor do they provide publishers with a simple way to integrate brands into their content experience. With the launch of Sharethrough Mobile, we believe that things are about to change.

A number of industry leading publishers, including PEOPLE, Serious Eats and Forbes, are already using the Sharethrough Mobile platform to power native ads on their mobile websites.

We are also distributing mobile only campaigns for leading brands including Cruzan® Rum, Sauza® Tequila, and Pepsi. Both Cruzan Rum and Sauza Tequila are using Sharethrough Mobile to reach engaged audiences for video campaigns, including Sauza Tequila’s “Make It With a Lifeguard,” video series.

Pepsi ®, is currently using Sharethrough Mobile to distribute the video ‘Pepsi Beyonce “Mirrors”,

“At Pepsi, we strongly believe in creating advertising that is genuinely entertaining and promotes our content through ways that are respectful to our audience,” said Josh Nafman, Sr. Digital Brand Manager, Pepsi ®. “Sharethrough’s mobile platform will help Pepsi reach audiences in a way that upholds our values of engagement and compelling advertising experiences. We’re excited for this new channel to connect with our fans on their mobile devices.”

So how does it work?

Sharethrough Mobile allows brands to promote all of their original content including: videos, articles, posts, reviews and more. Sharethrough Mobile will appear as part of the stream of content within a publisher’s mobile site, labeled as sponsored content, and automatically updated to match the look-and-feel of the organic site content. This allows advertisers to promote their content in placements across the mobile web that are native and assume the look and feel of each site the ads appear on.

How do you make ads look and feel native?

Real Time Templating (RTT), a technology developed by Sharethrough, allows our advertising platform to identify the style elements of any webpage (fonts, colors, lightboxes, etc.) and match each ad to those attributes, in real time. Also, our RTT technology allows us to match any future updates to the style template, so if a publisher changes their design, the ad will remain consistent with the new style elements.

Are these ads effective?

In a word, yes. The Sharethrough solution was built to work in a mobile “scroll-centric” environment. The Sharethrough Mobile native ad units do not interrupt the user experience – which not surprisingly according to Forrester is the most frequently requested mobile ad feature. Our mobile ads are ideally suited to the smaller screen content and advertising real estate of mobile devices. Sharethrough Mobile enables brand messages to stand among site content, with up to one-third of the entire screen dedicated to brand content.

Our Vision

We are confident that our mobile distribution and advertising platform will help advance the entire mobile advertising industry. Our goal is to be the leading provider of native ad products across all platforms and to create technology that makes advertising more integrated and useful – today we feel just a little closer to that vision. If you’d like to learn more about our mobile advertising solutions, please click here.

About Sharethrough

Sharethrough is the leading provider of native advertising technology solutions for brands and publishers. Fortune 1000 brands and their agencies work with Sharethrough to guarantee audiences and maximize social engagement for their original branded content, and social web publishers partner with Sharethrough to create native, non-interruptive brand content placements via the Sharethrough native advertising platform. Founded in 2008, the company now has 85 full-time employees and is headquartered in San Francisco with offices in New York and Chicago. Sharethrough is privately held and please visit www.sharethrough.com to learn more.

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