Smart AdServer and madvertise launch Native Parallax format

2016/10/27

Smart Ad Server and madvertise have launched a high-impact, native parallax format available for both display and video on mobile and in-app. The aim of the new format is to provide a “non-disruptive” user experience. The parallax formats adapt to the objective of the campaign; the display version allows for extremely high engagement, while the video version allows for strong brand recognition. The two are available through both direct sales and programmatically.

Customers will increase campaign effectiveness

Smart and madvertise aim to revolutionize the creative approach brands bring to mobile. At the moment, these brands are often using adapted creative methods that are not tailored for on-the-go navigation. Standardizing innovative formats within publisher content and working on formats created specifically for individual customers will increase campaign effectiveness, making such campaigns comparable to those displayed on desktop.

“Although the parallax format was created initially for reserved campaigns, it has huge potential in programmatic; all logical rendering of the page is managed directly from the platform. The creative is ready immediately, so demand partners can upload campaigns to DSPs and start delivering ads as just as they normally do,” explained Federico and Antonello, two members of the Smart Ad Server Team.

The goal is to modernize mobile advertising

“The parallax format is one of several that will be launched by the end of the year. The goal is to modernize mobile advertising. As always, we want to make advertisements less intrusive, and at the same time, more effective for our clients. We’ve already done a test, and the format performed very well,” explained Stefano, Erica, Valeria and Rita of madvertise. The four-person Ad Ops Team worked with Smart to implement the new format.

Smart Video-Parallax for mobile follows Smart AdServer’s Video-Read template, which is designed to enable madvertise and Smart AdServer customers to plan the reservation or programmatic sale of premium inventory for the delivery of out-stream video campaigns.

For more info contact: Otto Neubert, otto.neubert(a)relevant-digital.com
Example: Smart Rich Media Gallery
Source: Smart Adserver’s blog

Read also:

How Google’s decision to kill 3rd-party cookies will affect to the digital marketing ecosystem?

2020/02/04

Google has announced its decision to block third-party cookies from Chrome in two years. In practice, this will mean a big change in user data collection and advertising targeting, as Chrome controls nearly 70% of the desktop browser market. After Google’s announcement speculation started immediately – how it will affect programmatic buying of advertising and third-party data audiences, which mainly are based on cookies currently.

Read more

Digital Marketing 2020 – What are the current trends?

2020/02/04

Typically, early in the year, it is anticipated which topics will become the hottest in digital marketing this year. What has already changed the digital world and what is getting around the corner? What are the questions marketers are currently looking for answers to? Here are some themes that will challenge and inspire digital business and marketing professionals in 2020.

Read more

What are 1st, 2nd and 3rd party data and how can they be used in marketing?

2019/12/05

Data is one of the key drivers of successful marketing. One of the biggest challenges for the marketer is crystallizing the data, prioritizing it and making it usable. What kind of data you are most useful as a marketer depends on your current situation and your goals.

Read more

What is TCF 2.0 about and what do you have to do?

2019/11/27

TCF, or Transparency & Consent Framework, is an industry-standard that allows to obtain the required permission for the use of data from consumers and to pass this permission (or prohibition) in an intelligible form to the digital advertising industry. There is a need for a common standard as there is a large number of data-driven players in the market.

Read more

MTVuutiset.fi joins Relevant Audience, which will become Finland’s largest independent data marketplace

2019/11/21

MTVuutiset.fi is joining Relevant Audience, Finland’s largest independent data marketplace. It currently includes 18 million unique browsers, as well as 500 million monthly data collection events.

Read more