PointRoll Mobile Rich Media on the iPhone
PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI) and leading provider of rich media advertising, along with USA TODAY premiered the first expandable, rich media ad units specifically created for the Apple iPhone. PointRoll rich media for the iPhone initially launched on the USA TODAY mobile site, and featured both the Ford (NYSE: F) campaign for the 2009 Ford Flex; and NBC Universal's Focus Features campaign for the comedy thriller "Burn After Reading," starring George Clooney, Frances McDormand, John Malkovich, Tilda Swinton, and Brad Pitt.
"The new Ford Flex marketing campaign is all about engaging consumers in the most relevant and technologically advanced way possible. Mobile is the most interactive way of engaging potential and existing customers, and we are excited to provide wireless devices with the same rich media advertising capabilities that we currently use online," said Ford Communications Manager, Usha Raghavachari. "Our key focus is to give our audiences relevant information to help them choose their next vehicle and this technology helps us take this to the next dimension."
The PointRoll iPhone solution is a great opportunity to showcase innovation by extending user-initiated rich media advertising to a new environment. PointRoll fine tuned their advertising technologies to enable agencies and marketers to create personalized and original interactive campaigns on web pages viewed on the iPhone, wihtout requiring apps.
The PointRoll mobile ads are fully expandable upon user initiation and provide many advanced features including video click-to-play, coupon downloads, integrated mapping technology directly linked to Google Maps, user-initiated click-to-call and more. PointRoll also provides its in-depth engagement metrics and analytics, allowing marketers to track interaction rates, brand time, and other key measures of activity. Without requiring users to download any applications or plug-ins to view the ads, PointRoll's full-service production team enables marketers to extend their current rich media campaigns into the highly-effective mobile environment with ease.
ESPN, AOL’s Platform-A, Millennial Media, and USA TODAY are all featuring PointRoll’s interactive rich media ads, creating over half a billion impressions each month on the iPhone. "The growth of our advertising footprint on the iPhone enables leading brands to create interactive and targeted messages that can be served on some of the most popular mobile sites available," said Jason Tafler, PointRoll CEO.
ESPN is one of the top five web sites accessed via mobile devices according to The Nielsen Company. Platform-A comprises more than 70 sites within Mediaglow, AOL’s newly launched publishing business, along with thousands of publisher sites in Advertising.com's third-party networks. Millennial Media’s sites comprise the largest mobile ad audience in the United States, creating billions of impressions every month. The combined reach of these web pages including USA TODAY gives PointRoll the largest interactive advertising platform on the iPhone.
PointRoll’s technology permits advertisers to reach the end user with interactive content such as video, data collection, send to a friend, tap to call and more without the use of flash, which hasn’t been integrated into advertising on the iPhone.
“As the first mobile ad network to offer PointRoll technology, Millennial Media’s advertising clients can now deliver additional rich mobile formats that are creatively consistent with their online counterparts. The iPhone will also now be a showcase for the newly formed relationship between USA TODAY and Millennial Media.” said Paul Palmieri, President & CEO – Millennial Media.
Marketers are now able to utilize interactive rich media formats in the third screen, all without requiring the iPhone user to download any applications. The advertisements have the same features as those that run on computers, showcasing expandable, multiple panel, video, click-to-call, coupon downloads, data collects, click-to-maps, and links to the App Store and Google Maps.
PointRoll provides in-depth engagement metrics and analytics, allowing marketers to track interaction rates, brand time, and other key measures of activity.
Mobile advertising is growing incredibly quickly. There are over 17 million iPhones on the market as of 2008, with the potential to reach countless customers. Mobile advertising is growing incredibly quickly. In the fiscal 2008 third quarter, Apple sold 717,000 iPhones and remains on track to reach its target goal of selling 4 million iPhones in 2008, according to RBC Capital Markets. PointRoll leads the rich media industry, serving more than 70 billion rich media impressions each year and calling two-thirds of the Fortune 500 its clients.