MOBILE RICH MEDIA 2.0

 

There is nothing more gratifying for a brand marketer than to engage the user with an unparalleled immersive experience on smartphones and tablets. Brand engagement using the total real estate and capabilities offered by mobile devices like – the accelerometer, gyroscope, camera, 360 views of the product, swiping to photo galleries, video etc. is the nirvana for ad agency folks who strive to bring the ultimate immersive gratification for their brands.

 

The million dollar question is: How to take the user to a full-screen ad experience where the creative agency’s tears, blood and sweat is hiding behind the tap of a banner? We have seen some great full-screen ad executions failing to perform to expectations simply because there is not enough motivation for the user to tap on the starting point of this experience – static banner. Today’s mobile user is tuned to ignore the static banner as they consume their favorite content.

 

Mobile rich media cannot and should not start with a static banner. The mobile industry has innovated on conquering the banner space: make the banner ad stand out from the content through 3D, Motion, Video and Animation at least for a few seconds. A rich banner ad that is telling a brand story will make the user curious, thereby increasing the chances of a click through leading to great full-screen experiences.

 

Mobile rich media 2.0 is all about creating rich banner experiences as well as doing justice to the time, money and effort spent by agencies on the clicked through experiences. This in turn will also reduce the dreaded fat finger effect on mobile banners (accidental taps) as it is hard for the user to tap on a rich banner ad by accident.

 

RIP – Static Banners!

 

Katherine Herb, Director of Sales

We are thrilled to have achieved a major milestone in Japan last month. miSpot, our rich media ad server, delivered more than 100M mobile rich media impressions in Japan in March 2013. We’re extremely excited and proud of this major milestone, and look forward to strengthening our reputation as an innovative, customer friendly, efficient mobile rich media solution for advertisers, brands, publishers, DSPs, SSPs and ad networks in the Japanese market.

 

Working diligently with our partners and customers, we helped them leverage mobile rich media as a choice solution across a vast array of verticals through our rich media and video ad banners that have consistently seen a high click through rate. Our ad products make the tiny mobile banner space stand out from the content through 3D, motion, video and animation, giving the ability for the brand to tell a story before a click. I’m glad our customers have endorsed and adopted mobile rich media starting in the banner space, which is quite comparable to online rich media in terms of price point, functionality, and engagement.

 

We would like to thank our partners and customers for their business, hard work, cooperation and dedication in growing mobile rich media in Japan. We’re tremendously excited to solidify our relationships with customers, and look forward to bringing more efficiencies to their digital advertising needs through our single ad tag, cross-screen rich media and video ad solutions.

 

Yukihiro Mitani
Sales, Japan & East Asia

For years automotive marketers have strived to achieve “one voice” messaging across all three communication tiers (Brand, Retail, Individual Dealer), also known as Tier 1,2 & 3 categories of automotive marketing. With digital users hopping between devices, it is imperative for auto brands to communicate a consistent if not identical branding and promotional messages across online, tablets and mobile., i.e., a digital “one voice” so difficult to achieve in the traditional marketing mediums. It is time to take the technology nuances out of the picture to focus on how, when and where these advertisements need to be shown to digital users for maximum ROI. To achieve this ultimate goal, auto brands need to work with the right technology partners who can abstract them from devices, operating systems, resolutions, screen sizes and frame rate related mumbo-jumbo and focus solely on dynamic media and creative optimization across every digital screen.

Choosing a multi-screen technology and media partner to provide a platform to launch digital campaigns across all screens with a single ad buy, and optimize the campaign at media and creative alike to better performing screens is the key for deriving maximum ROI.

At GoldSpot, we take pride in our products and the consistent returns we have been delivering to our automotive customers for a long time. With our multi-screen, dynamic optimization technology, our auto customers will see the best returns from every digital screen. After all, our business is built on helping our customers succeed and nothing is more important to GoldSpot than a happy customer.

This is our pledge and promise to all our customers.

Jay Flaherty

Automotive Evangelist – GoldSpot Media.

Today, we are raising the bar on digital advertising, to optimize campaigns across 3 screens on the fly – online, tablet, and mobile. Just recently, we’ve decided to dog-food our multi-screen rich media ad platform by launching a house campaign to advertise the GoldSpot Media brand across 3 screens simultaneously, with a single ad tag. The idea is to present the user with a consistent and compelling rich media experience on every screen. One rich media ad – optimized for any screen, and if this piques your curiosity, click on this link from any device to experience the ad.

Our innovative house campaign will run on a single ad tag across three screens, as a 5-faced 3D rotator ad. Each creative will enhance brand awareness and transcribe the campaign’s key message – provide a platform for advertisers to launch digital rich media campaigns across all screens with a single ad buy, and optimize the campaign to better performing screens for maximum ROI.

Digiday conferences provide a great platform to discuss issues faced by the digital industry and share solutions. One of the speakers at the Digiday Brand Conference, our CEO Srini Dharmaji shared his thoughts on Digital Fragmentation and how best can brands achieve their objectives with a single, compelling ad execution across all digital screens, without worrying about tech or platforms.

You can view the presentation here:

 

Reaching Your Digital Audience with a Single Rich Media Execution

The GoldSpot team is excited at the launch of our break through product today - 3 screen rich media ads! I'm proud of my team that has pulled off this incredible product offering, the first of its kind platform to bring cost efficiencies into digital ad production as well as simplifying ad trafficking across the plethora of digital devices coming to market at breathtaking pace. The evolution from mobile rich media platform to digital rich media platform is a giant stride for GoldSpot, and one that brings a refreshing sense of utility compared to pure play mobile and online platforms operating in the market today. Advertisers create their online rich media ads using Adobe Flash, while mobile ads are created using HTML5. That is in effect doubling the creative, trafficking and tracking costs to reach digital devices. With our new miSpot platform, advertisers can now create rich media ads for all screens at once, traffic and measure across any DSP or Publisher or Ad Network without worrying about the screen sizes or operating systems or apps vs web. My discussions with agencies and brands made me understand their major pain points: 1. Why should mobile media be bought separately from online? Can't I buy digital media? 2. Can I have a platform that lets me create rich banner animations across any device, once, and present a consistent brand experience no matter where the ad is served? 3. Can I see the ad performance across every screen and publisher in a single dashboard? 4. Can I optimize my campaigns across best performing screens in real time? GoldSpot has addressed these concerns with the launch of our digital platform today. We have brought motion, video and animation to every display ad to eliminate custom Flash and HTML5 development costs for agencies. The ad format choices for advertisers range from rich media ads such as: Rotator, Roller, Spinner, Blinds, Scroller, Slider to rich video ads such as: Full Banner Video, In-Banner Video, Overpass Video, Intelli Video and Embedded Video. No other rich media company, online or mobile, offers such wide range of rich banner ads as GoldSpot, and we are glad to help agencies execute a consistent, rich ad experience across every screen for better brand recall. Our platform lets advertisers compare online and mobile ad performance on an apples-to-apples basis, as the same rich ad experience is presented to the digital user across every screen. This has been one of the greatest hindrances for mobile to grow so far, as there is nothing equivalent of a Flash Ad on mobile for advertisers to consider CPMs that some mobile companies are demanding for mobile rich media starting with static banner! Glad we are able to raise the bar and set the standard for how rich media advertising should be executed on digital! Our miSpot platform offers enormous benefits to Publishers as well. Publisher sales teams can now sell the same ad unit across online and mobile, thereby maximizing revenues from their mobile properties and reducing remnant inventory. Since our platform generates a single ad tag for all screens, ad operations is greatly simplified, so is reporting data analysis across every screen. GoldSpot Media's goal is to help the ad ecosystem buy and sell digital. And reduce the noise and fragmentation in our own little way. I’m Srini Dharmaji – Chief, Cook & Bottle Washer at GoldSpot Media, a 360 mobile media solutions provider for publishers, ad networks and advertisers. Subscribe to our blog here. Join our communities on Facebook, Twitter, YouTube, and Flickr!