People and Entertainment Weekly magazines hosted mobile-centric video ads to promote Fox’s TV show Gotham and saw a lift in engagement 8 times higher than traditional desktop campaigns.
As mobile traffic grows, the stakes for advertisers also climb. This is especially true for a publisher like Time Inc., where mobile traffic increased 35% in six short months - from 39 million unique views in December to 53 million unique views in June.
Representatives for Celtra recently briefed MMW on their release of the new AdCreator analytics, which includes cross-screen viewability metrics, accidental ad expansion tracking and performance benchmarking.
The AdCreator technology supports desktop, tablet and smartphone screens and allows agencies, media suppliers and brand leaders to reliably track common metrics including viewable impressions and intentional ad expansions. It also adheres to Interactive Advertising Bureau guidelines for metrics and tracking techniques used for both browser and in-app. Matevz Klanjsek, co-founder and chief product officer at Celtra, said: "These new metrics will not only offer our partners a much..."