Mobile Advertising Archive

Consumers Engaged with AR + VR

By Ginny Marvin @ MarketingLand

Working with New York-based PadSquad, Timberland ran a “coloring book” ad featuring a Nas video and cartoon (see the demo on mobile here). The ad features a Nas video that plays with the sound off and invites users to color and bring the cartoon to life (mobile demo).
In fewer than 40 days, the ad had accrued 59 days of video play time, with over 50 percent of video starts getting completed and more than 200,000 engagements, including coloring and click-throughs, says Padsquad.
“Units just really haven’t changed much over the years from rectangle and squares. There’s a low bar. We try to challenge brands to do things differently,” says Meehan. The mobile-only company works with clients on ideation, design and development for free and charges for media, says PadSquad CEO Daniel Meehan.

Other PadSquad interactive mobile display formats, including the title lookbook unit that flips through “pages” of an ad with a slight tilt of the user’s phone — no swiping or scrolling required. DSW used the format (mobile demo) for a spring promotion.

“Video is the linchpin behind interactivity,” says PadSquad’s Meehan. The company launched an interscroller ad format called Vvital that can incorporate 360, shoppable icons, a swipeable product gallery, store locator, interactive cue cards and other interactive features.“Many clients had been doing pre-roll and some had tested Snapchat,” said Meehan, “but for many, it was the first time to run vertical video that wasn’t placed ahead of other video content.”
ABC used the Vvital format to promote its TGIT (Thank God It’s Thursday) suite of shows (mobile demo). Meehan says in the short flight of just 11 days, the ad vertical drove more than 775,000 engagements and 239 days of total video play time.

For Santa Monica, California-based Vertebrae, Apple’s iOS 11 created the opportunity to open the camera onto the ad itself and use facial recognition to provide an AR experience from an ad, and at scale.

Vertebrae launched a suite of AR ad formats last month that can run on Android 5.0 and up, “but having iPhone in the game is really impactful,” says CEO Vince Cacace of the company’s AR efforts. “iOS users are more likely to engage, and we see higher camera open/allow rates than on Android.”
Vertebrae’s AR ad units work on the mobile web in Chrome and Safari. “The problem historically has been, if you’re Golden Grahams, for example, and want to have AR-triggered promotion on the box of cereal, you probably don’t have an app and don’t want to make consumers download one. Now we can build AR ad experiences over the web.”

Steaming on Dash Radio: 3 and D

By King Producer @ Grizzly Bear Blues

We have some news regarding the 3 and D show! We have entered into a partnership with Dash Radio to air the show twice per week. The show will be on the Dash Radio NBA channel, Nothin’ But Net. You can hear it on online or on the Dash Radio app every Wednesday and Friday at 12pm central! Excited to announce this partnership and give you more ways to listen! You can still listen here or subscribe in the iTunes store.

Connected TV Devices have Made Huge Gains in the U.S.

By Will RichmondVideoNuze

For example, Roku has been saying for a while that Netflix’s share of overall Roku users’ watch time has been steadily decreasing, with ad-supported channels gaining.  And today, Beachfront Media, a video supply-side platform, said that it saw a huge jump in CTV ad requests to over 2 billion in Q3 ’17. Beachfront works mainly with mid-tail and long-tail video providers like WatchMojo, Newsy and Crunchyroll.

OTT Should Prove to be a Strong Contender for TV Advertising

By Alan Wolk @ Forbes

“What we’re seeing is a huge jump in viewing as people make these devices their main viewing platform,” Beachfront CEO Frank Sinton told me in a recent conversation. “People are coming for the Netflix, but then they’re discovering other apps like WatchMojo, Newsy and Crunchyroll. And that’s where we are seeing a real uptick in viewership.”
The numbers in Beachfront’s study speak to that: a 97% completion rate on connected TV ads, with 100% viewability. “These apps are TV apps,” Sinton notes. “There’s no ‘below the fold’ and viewers are comfortable with the idea of TV-style programming having ad breaks. Plus they’re engaged and want to see the rest of the show. That’s a huge differentiator from mobile.”

The Latest from Beachfront Media

By Sudipto Ghosh @ MarTechSeries

Frank Sinton, CEO and Founder of Beachfront Media, said, “Our stats show that the long tail is still alive and well on Connected TV devices, with overall inventory rising quickly from great apps like WatchMojo to TED TV to Crunchyroll. The video advertising-supported ecosystem on Connected TV is seeing explosive growth and is only poised for further growth as video publishers continue to invest in content on these platforms.”

Consumers Still Appear to be more Willing to Tune into TV

By Frank Sinton @ TVREV

As Connected TV use grows rapidly (including a 30% increase in the US alone this year), it stands to reason that advertising would keep up with that rate. In Q3 of 2017, Beachfront’s own SSP experienced Connected TV ad requests increased to over 2 billion — or over 600 million views per month.

New Shows Spending on TV Advertising

By Jon Lafayette @ Broadcasting & Cable

Beachfront CEO Frank Sinton says in its third-quarter study, his platform saw more than 2 billion video views on connected TV in the third quarter and that ad buys are up 300 percent to 400%.
Despite the increase in inventory, Sinton says ad prices are holding steady with prices staying in the $25 to $30 range on a cost per thousand viewers (CPM) basis.
Sinton says viewing—and inventory—have increased as connected devices give viewers access to services that go beyond the leaders, such as Netflix, Hulu and Pandora.

 

Brands Must Embrace Polite, Creative Advertising

By Daniel Meehan @ Mobile Marketing Watch

The following is a guest contributed post from Daniel Meehan, Founder & CEO at PadSquad
The internet is made for advertisers. Unfortunately, most brands are not taking advantage of this. For example, the majority of ads are still in the same format as they were 10 years ago: squares and rectangles.

DSW Turns Influencer Content Into Ads with the Help of PadSquad

By Shareen PathakDigiday

The brand found, for example, that using influencer content in customer emails drove more customer acquisition than other content. The brand is also focusing heavily on mobile to acquire customers, in some cases using influencer content for new types of in-line mobile ads created by PadSquad that can be shoppable.

How to Whitelist Correctly

By Jordan Brumer @ MediaPost

Whitelisting has the potential to alleviate many of programmatic advertising’s issues. If done correctly, it helps brands control the flow of content, and find the right customers at the right time with the right product or service.

The Mobile Engagement that DSW tied up

By Shane SchickMarketingDive

The campaign, which was created in partnership with PadSquad and began as a test, ran through April and May of this year and attracted close to 11,000 hours of video playtime. “We know our target customer is spending a lot of time on their phones,” said Holbrook. Columbus, Ohio-based DSW is a good example of a brand that’s striving to tell richer stories in a place where audiences are looking for more innovation and creativity, according to Dan Meehan, PadSquad’s co-founder and CEO.

Latency is a major headache for video-crazy publishers

By Digiday

Pages with a lot of clutter, heavy ad creative and multiple tracking tags have trouble loading their videos. Another issue is that publishers still rely on outdated technology when selling their video inventory. Frank Sinton, CEO of video platform Beachfront Media, said latency alone can reduce a publisher’s video ad revenue by up to 30 percent.

Interview with Daniel Meehan, Founder & CEO, PadSquad

By Sudipto Gosh @  MarTech Series

PadSquad was launched midway through 2012 to solve both of those challenges. We created a mobile software platform that formatted web content for smaller devices so publishers could deliver a better user experience for their audiences. In tandem, we focused our efforts on building the most amazing mobile creative campaigns for brands on mobile, so they can delight consumers in a polite way that is memorable.

Frank Sinton Talks About Beachfront Media

By Sudipto GhoshMarTech Series

I am the Founder and CEO. I started Beachfront because I saw the power of video to connect people from around the world, in many different ways. We believe that access to video should remain universal and free, and as a result, a vast majority of video will need to be ad-supported. Beachfront is a video advertising platform that supports this mission.

PadSquad’s CEO: Stop Blaming Consumers For Terrible Ads

By Mobile Marketing Watch

Daniel Meehan, Founder & CEO at PadSquad The internet is made for advertisers. Unfortunately, most brands are not taking advantage of this.

Revenue Survey Points To The Maturing Of The Programmatic Market

By AdExchanger

A handful of smaller mobile companies are growing like weeds, but revenue is still middling. Mobile publisher-centric software player PadSquad, for example, grew 912.91% with modest revenues of $10.6 million.

The Progression Of Advertising Plus the Secrets To Digital Dominance

By Frank Sinton @ TVREV

Vendors must arm publishers with the data and tools to understand, analyze, and approve the advertisements running on their owned-and-operated sites.

Sitting Down with Krush Media

By Katie Creaser HuffPost

In the fast-paced and crowded world of digital advertising, programmatic ad buying is growing quickly and is set to spike in coming years. In fact, the latest forecast from eMarketer estimates that nearly four of every five U.S. digital display dollars will transact programmatically this year, totaling nearly $33 billio

Mobile Video Viewing Taking Off in 2017; When Will Advertisers Follow?

By David BloomTVREV

First of all, sites such as Facebook, Twitter, Buzzfeed and Snapchathave signaled they intend to increase the advertising opportunities they’ll provide through mobile video. LinkedIn is adding native video capabilities. Sites such as Hulu, Brand.Live, Iris.TV and PadSquad are providing all kinds of opportunities for new kinds of video consumption.

Padsquad’s Vvital Launch Capitalizes on Vertical Video for Mobile Web

By John CasilloTVREV

PadSquad combines the power of mobile rich media with the impact of vertical video to create a premium interscroller format that politely engages with mobile users. To-date, the product is outperforming traditional video ads with a completion rate 389% above industry benchmarks, according to Padsquad. So far, brands like Elizabeth Arden, ABC, Delta, Univision, Barilla and Pillsbury have all signed on.