Mobile commerce company Mobile Embrace Limited today announced its advertising arm 4th Screen Advertising has rebranded to 1st Screen as a result of the evolution of mobile and its commitment to being first in this multi-billion-dollar industry.

Peter Birch, managing director of 1st Screen, said, “Our rebrand more clearly represents the dominance of mobile today.

“Mobile is no longer the fourth screen; we are spending more time on our smartphones than any other device. It also represents how we wish advertisers to view mobile by seeing it as central to any marketing strategy given its ability to reach consumers in the right place, at the right time.

“Our focus is to further consolidate our position in the market as a leading supply-side platform, underpinned by quality and engaging creative with unique targeting capabilities enriching each impression we deliver.”

Recent figures from the Interactive Advertising Bureau (IAB) and Price Waterhouse Cooper (PwC) revealed that mobile advertising in Australia has increased by 81 per cent year-on-year and now accounts for 40 per cent of all display advertising, with expenditure reaching $695 million in 2015[1].

“Mobile advertising is growing, and brands need to constantly innovate and adapt to the changing landscape. We have been at the forefront of the mobile advertising industry driving innovation and developing highly advanced targeting solutions and products for the past six years. Delivering engagement rates of over 90 per cent, we are specialists at leading the industry and ensuring a higher level of service, creative and transparency.”

Specialising in targeting and engaging mobile consumers, 1st Screen’s product suite includes creative, ad ops, tech ops and programmatic sales, and delivers bespoke solutions by connecting brands to carefully targeted audiences and environments and maximising engagement and viewability on mobile devices as a result.

Furthermore, 1st Screen has now launched a new interactive video product, i-VID. As video is being consumed more than ever on mobile devices, 1st Screen has created an interactive video incorporating three key elements; highly engaging creative, premium publisher inventory and data overlay.

1st Screen’s made-for-mobile-tech platform enables brands to transparently reach and engage with their target audience, and is designed specifically to help publishers monetise their mobile inventory and feel safe in the knowledge that their content will be seen by the right people.

The new logo’s colour scheme reflects that of 1st Screen’s parent company, Mobile Embrace, and launches with a new website today.

1st Screen was an early pioneer in mobile with a strong heritage from the United Kingdom. The experienced team will continue to lead the way and develop the mobile advertising industry in Australia through its advanced data solutions and award winning creatives. 1st Screen’s unique audience targeting product, PAT, allows brands to gain access to a pre-qualified audience which delivers the highest results.