Cross-screen Marketing and Advertising is Ready for a Boom

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Business Insider just released a new report titled Why Cross-Screen Marketing Will Be a Game-Changer for the Mobile Industry. The report is just the latest indication that cross-screen marketing is ready for a boom.

The news that mobile is on the rise is by no means new, but what is new is the growing number of consumers who switch from screen to screen when completing a task — for instance 67% of consumers shop online on two or more devices.

“We already habitually move across four screens (TV, PC/Laptop, Tablet, Phone), and there may be another screen on the way in the form of smart eyewear or wrist wear.”

With consumers interacting with media and services across so many devices, marketers can reach them in a way that is just as varied or expansive.

“Audiences are increasingly becoming digitally agnostic. This means they are willing to consume the same content — perhaps presented in different manners — across screens.”

This report echos David Jones from Shazam, who on our blog earlier this year pointed to the growth of the “second screen” during TV viewing as a major opportunity for marketers to use mobile retargeting and TV companion apps:

When you look at these findings together, you have more than a trend – you have a tidal wave that points to mobile devices – both phone and tablet – as the ideal candidate to revolutionize a new category called “media engagement.”

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Embedding Twitter in Display (Banner) and Mobile Ads

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Some like to tweet sonnets.Twitter Popularity

Today marks the seventh anniversary of the world’s first tweet, posted by founder Jack Dorsey. With 200 million users posting 400 million tweets a day, the platform shows no signs of slowing down and is the medium of choice for microblogging and concise broadcasts. The platform has also proliferated a number of popular innovations like retweets and hashtags, essential elements of today’s social media lexicon.

Although tweets are notorious for their sometimes awkward-sounding abbreviations and inscrutable lingo, online users readily understand and digest them and their brevity prevents the dreaded TL;DR appellation that would guarantee their scorn.

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Best of the Best Practices: Rich Media Mobile Advertising

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Mobile advertising today is the Wild Wild West. There are few rules, fewer standards, and no established way of doing things.

Yet mobile traffic continues to skyrocket.

In India for instance, mobile internet traffic has already surpassed desktop traffic, with other countries soon to follow. Experts predict that by 2014, there will be more on-the-go web experiences than on-the-desk.

So as traffic surges toward mobile devices, display advertising must find its footing and fast.

Here are the best practices that will help us get there.

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Why the Mobile Ad Industry Needs Standardization

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Source: AdAge

Mobile allows advertisers to connect with consumers more closely than ever, and advertisers and publishers alike are watching closely to see how the medium evolves. But due to the variety of smartphones, tablets, and apps, mobile ad unit inventory lacks much-needed standardization.

The result? Brands are wary of adjusting their ad spend toward mobile at the rate at which it is growing versus other mediums.

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The New Viewing Experience: The Second-Screen Revolution - Guest Post by David Jones, Shazam

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The birth of TV over 50 years ago forever transformed the way people view the world.

Now, another major change is occurring: the transition from passive to interactive television viewing.

The technologies behind the internet, mobile devices and television are converging to form a new and more engaging viewing experience, and consumer electronics manufacturers, technology providers, advertisers and broadcasters alike are fighting for their piece of the pie in the new digital landscape.

Key to this vision of the future of TV is handing control of the viewing experience back to the consumer and allowing them to engage with content on their own terms. What was once considered a passive activity has evolved to become an interactive experience, with mobile devices – the “second screen” – driving this trend and acting as a companion to our television viewing. 

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Flite launches Touch Ad Studio

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We have very big news: Touch Ad Studio has arrived.

Today we are happy to announce the release of Touch Ad Studio, a revolutionary creative tool for building display ads for mobile devices. This makes Flite the first SaaS platform provider to offer solutions for both web and mobile display advertising. Your mobile and desktop campaigns can now live under one roof -- The Flite Platform.

Touch Ad Studio addresses a fundamental shift facing content publishers: Mobile traffic is exploding, and publishers are working to see that their mobile ad inventory commands the same CPM as they can for desktop ads. 

You can read the full press release here.

Product Details:

  • Same great interface as our award-winning Ad Studio 3 for desktop
  • Real-time metrics and updates
  • Integrated third-party apps and easy-to-use components like Form, Video, Facebook, Twitter, and YouTube
  • Designed for the next generation of mobile and tablet advertising: MRAID-compliant and powered by HTML5 and CSS3
  • Compatable with iOS devices: iPhone, iPad, and iPod touch
  • Available as Software-as-a-Service

Contact us to schedule a demo!

Closing the Revenue Gap for Niche Pubs

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Last week, a post on Digiday.com titled Why Niche Pubs Should Ally featured an interview with Stephane Pere, VP at Ideas People Media, an ad network that targets niche publications.

Pere suggests niche publishers consider aligning with like-minded publications to create display ad products that can better compete in reach—“the cornerstone of how buyers buy.”

“Small and medium-sized publishers need to merge together to offer a cohesive product for marketers” to contend on the reach side of the buy.

Moving on to mobile, Pere asserts the value of reach as well. To command higher revenue, niche publishers can highlight their interactive ad products, with national reach, at scale, and in the context of engaging content.

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Introducing Mobile Web Apps

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We recently launched our newest product—mobile web apps. Mobile web apps allow you to deliver your Flite Ad’s campaign creative to a mobile audience through a feature-rich mobile app.

Distribute on your own terms

Widely distribute a campaign-specific app through multiple channels including a mobile link (URL), text (SMS), barcodes (QR), social media networks, email, and more. No need for complex and lengthy app store approvals—just quick and easy distribution to get your brand’s app in front of mobile viewers.

Deliver more than a mobile site

Our new mobile apps offer more functionality than our previous mobile site offering—allowing for a truly “app-like” experience. New content features include:

  • Branded splash page
  • Store locator
  • Events calendar
  • “Contact Us” page
  • Custom domain url
  • And more!

Contact our business team to learn about including mobile web apps in your Flite campaigns.