Mobile Embrace Expands Into Queensland

Mobile Embrace’s 4th Screen Advertising is bolstering its position in Australia’s mobile marketplace as it today announces expansion into Brisbane.

The strategic move will see it take advantage of the sunshine state’s emerging hub of internet brands, as 4th Screen Advertising looks to drive reach and engagement with mobile audiences in premium environments. 4th Screen Advertising is Mobile Embrace’s mobile advertising sales and solutions business.

With offices in Sydney, Melbourne and Auckland, Mobile Embrace’s 4th Screen Advertising’s new office will enable it to directly service its growing number of Brisbane-based clients, including well-known brands such as Tattslotto, Suncorp and Flight Centre, plus emerging digital businesses eager to stay at the forefront of communication technology. Located in the heart of the CBD at 140 Creek St, Mobile Embrace’s 4th Screen Advertising is taking up residence in Brisbane’s Gravity workspace – home to an array of digital brands, innovative businesses and entrepreneurs.

Peter Birch, managing director at Mobile Embrace’s 4th Screen Advertising, said, “Our expansion into Brisbane represents another major milestone for us. We have an increasing number of Brisbane-based clients we wish to service with an on-the-ground presence. Brisbane is a new tech hot-spot with a vibrant start-up scene, so as we are a digital business, it is highly attractive for us to have visibility within this space.”

To front the Brisbane office, Mobile Embrace’s 4th Screen Advertising has appointed two mobile specialists, Tegan Luker, as senior campaigns analyst, and Nicole Petrak, as account manager. Together, Tegan and Nicole will drive local ad sales and operations by utilising Mobile Embrace’s combination of industry-leading mobile assets – including its premium publisher network consisting of 14,000-plus local and global publishers, combined with 4th Screen Advertising’s capabilities in developing compelling, rich media mobile campaigns.

“We offer brands targeted audiences in premium environments, and underpin this with highly engaging rich media formats,” said Birch. “Our campaigns are known for generating powerful levels of user engagement, with average user dwell times lasting more than a minute, rather than seconds. We are constantly developing new ways for brands to interact organically with mobile users, so that users have an immersive mobile ad experience, while brands have cut-through with target audiences.

“One of our latest innovations is our mobile targeting solution PAT (Premium Audience Targeting). We’ve been running PAT-powered campaigns for several months now, and results have been impressive. PAT enables brands and advertisers to target mobile users in contextually relevant, premium mobile environments with precision, as well as create custom mobile audiences. PAT does this by collecting and overlaying trusted first, third, and zero party data into audience segments, creating a complete view of a user’s likelihood of engaging with an ad – such as an automotive, travel, or luxury lifestyle ad. It also reduces impression wastage. PAT is just one example of a mobile asset that sets us apart, and we are excited to roll it out with even more brands in Brisbane.”

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