Mobile 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.”

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.

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.

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.

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.

Cannes’ Festival of Creativity is the Cradle of MarTech Innovation

By Sudipto Gosh MarTech Series

After the Oracle Marketing Cloud’s Modern Marketing Experience 2017, we described the growing prominence of personalization of content. From Cannes, Daniel Meehan, CEO, PadSquad, also had similar thoughts to share.

OPINION: Viewability Isn’t Everything

By MarTech Series

The following is a guest contributed post by Jen Gavin, VP Brand and Ad Innovation at PadSquad. Ad viewability isn’t everything. In fact, it’s not much at all. It’s a b.s. metric, unless paired with other key performance data to determine the true success or…

PadSquad Vertical Video Ads Grow 1200% On Heels of Snapchat

By Mike Gasbara @TVREV

Since launching vertical video ad formats in January 2016, PadSquad’s vertical ads growth is more than 1200%. Further, the company’s vertical video interscroller product is outperforming traditional video ads with a video completion rate 389% above industry benchmarks.

A Letter To Adtech Vendors: Innovate Or Get Out Of The Way!

By Daniel MeehanMarTech Series

Engaging new ad formats are here, and they’re ready to be deployed. However, there’s a bottleneck with regard to improving the overall inventory of the web (and especially mobile) advertising: adtech vendors.

Snapchat Buys Placed

By AdExchanger

Google’s plan to deploy built-in ad filters for its Chrome browser has raised hackles among some agencies, vendors and supply-siders. The strategy could weed out bad actors in the supply chain, but “do you feel comfortable with Google being the arbiter of what appears on a page as a user, and more importantly as a publisher?” Daniel Meehan, CEO of the publisher ad tech firm PadSquad, tells Ad Age. Apple raised the stakes further on Monday, releasing an updated Safari with blockers for ad trackers and autoplay videos.

Publishers and Ad Tech Player Frightened by Googles New Ad Filter

By Garett Sloane Ad Age

“Google is inserting themselves as the filter of good ads,” said Daniel Meehan, CEO of PadSquad, an ad firm that helps publishers. “That could benefit publishers and users by getting some of the bad actors that are still out there.”
PadSquad has developed some flashy units that readers might run into on the mobile web, but Meehan said they aren’t the kind that Google and its better ads group have identified for filtering.

MMS Panel Interview With PadSquad Media CEO

By Daniel Meehan @ LinkedIn

PadSquad created non-standard innovative ad units for Timberland resulting in: 6x the sales lift compared to standard banners and+140% engagement benchmarks.

Snap Unveils New Opportunity for Mobile Advertisers

By Daniel Meehan @ AdExchanger

Today’s column is written by Daniel Meehan, CEO at PadSquad.You can’t monetize poor creative. Yet so many content creators, brands and publishers simply “turn on” advertising with an automated ad tech solution and check the proverbial box. The interruptive nature of many ads today are such that countless users simply walk away entirely.

This Month in Ad Tech

By AdPushUp

Daniel Meehan, founder and CEO of mobile advertising technology provider PadSquad, spoke with eMarketer’s Maria Minsker about the success Timberland has had with custom ad formats—and why ad tech players can no longer afford to ignore creative. 

Mobile Ad Creative Can’t Be Lost to Tech

By Daniel Meehan @ Mobile Marketing Watch

The following is a guest contributed post first published by MAW from Daniel Meehan, CEO at Pad Squad. How much time does your agency or brand spend on strategy? On technology? On planning, budgeting, reporting? Probably a lot, I’ll bet. Now, how much do you spend on the creative that’s actually at the core of your advertising?