Mobile Embrace’s Advertising Arm Rebrands, Launches Interactive Video Product
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.
[1] IAB/PwC, 2016, https://www.iabaustralia.com.au/research-and-resources/advertising-expenditure
Please login with linkedin to comment
1st screen i-VID Mobile Embrace Limited mobile technology Shopping supermarket of the year video productLatest News
#EmmySoWhite Circulates On Twitter After Awards Show
#EmmySoWhite is circulating on Twitter & rest assured it's nothing to do with the sauvignon blanc served to attendees.
RuPaul Breaks Emmys Record, Becoming Most-Awarded Person Of Colour
B&T continuing to deliver our in-depth & authoritative Emmys coverage and that's despite no staffer even watching it.
Adam Shand Launches His Real Crime Podcast Collection Via LiSTNR
Adam Shand launches real crime podcast on LiSTNR, with interviews to include Colonel Mustard & Professor Plum.
Lego Unveils Brilliantly Fun New Campaign That’s A Celebration Of Kids’ Imagination
Lego's one of those toys that's great no matter your age. Although middle-aged men playing with it can be a bit weird.
Perkbox Australia Appoints New Country Manager
Perkbox sounds like an aid for people who suffer from motion sickness in the backseat. But as you'll read, it's not.
Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
“Awkward!” Reporter Asks Gillian Anderson If She’d “Spoken To Margaret Thatcher” About Playing Her In The Crown
Sadly, yesterday's Emmys lacked that certain sparkle that comes from Ricky Gervais getting pissed & insulting everyone.
Gary Ablett Jnr Signs NFT Deal With Sportemon Go
If non-fungible tokens are as mysterious to you as the great game of AFL, then this story will make no sense whatsoever.
Foxtel Appoints New Commissioning Editor & Supervising Producer, Unscripted
Foxtel appoints new commissioning editor & threatens viewers with another series of The Real Housewives of Melbourne.
Fetch TV Renews Deal With BBC Studios For Seven BBC Channels
Are you British and pining for a taste of home? Well, whack on the socks and sandals and check out Fetch's BBC offering.
Bankwest Stadium Rebrands As CommBank Takes Over Naming Rights
Parramatta's Bankwest Stadium rebrands as CommBank. Confirms the pies will remain slightly cold & slightly soggy.
Monday TV Wrap: The Block Is Triumphant While HYBPA? Shoots And Scores
Veteran shows again proving the winners last night. Let's just hope no one gets any ideas about reprising Family Feud.
Helga’s Wants You To Be A Nice Neighbour In New Work From The Works
Bread ad encouraging people to be nice neighbours. Which can be difficult if you live next door to a Delta Goodrem fan.
Hivestack Expands US Footprint With Clear Channel Outdoor Partnership
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Guardian Australia Expands Representation Nationwide With New Hires
The mere mention of Barnaby Joyce or Christian Porter to The Guardian is like a Mentos in a Coke bottle, isn't it?
Omnicom Beats Publicis To Win Mercedes’ Global Agency Consolidation
Nothing beats the quality of a German-built car. They're also very good at strudels, beer & pinching the sun lounger.
NOVA Entertainment Appoints Key Programming Roles
NOVA confirms the appointments of Mary Datoc & Michael McPhee, neither of whom appear to possess a radio nickname.
Paper Moose Creates Virtual Experience To Help UTS Students Leap Pandemic Hurdles
UTS launches 360° video tour that thankfully has edited out any dope-smoking arts students in Che Guevara T-shirts.
Initiative Studio Teams With Pernod Ricard’s Rosé Spritz For Post-Lockdown Promo
Pernod Ricard’s Rosé Spritz set to be THE hot new drink for summer. Admittedly, we can't see it affecting VB sales.
Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Cricket’s Big Bash Enlists Tones And I & Nike For Season Launch
Yes, you read that headline right! Tones And I is now flogging the Big Bash cricket in one of the stranger partnerships.
Kate Silver Promoted To General Manager Of Leo Burnett Melbourne
Leos' Kate Silver eyeing the IKEA JÄRVFJÄLLET leatherette swivel chair in charcoal after recent MD promotion.
Indie Agency Kaimera Expands With New Hires
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
PubMatic Research: IDFA Changes Provide New Opportunities To Engage Mobile Consumers
For the record, IDFA stands for Apple ID for Advertisers, in case you mistook it for some weird Tamil guerrilla group.
Nine’s Love Island Australia Gets Premiere Date
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo Expands Down Under With Multi-Year Shopify Partnership
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]
Why Partnerships Are Key For The Comeback Of Travel Marketing
This expert takes a look at travel post-lockdown. B&T says just include a 'drinks package' & we don't care where we go.
Thinkerbell Wins The Salvos’ Strategy & Comms
There is no finer folk than the goodly Salvos. After all, who couldn't do with a little more tambourine in their lives.
Progress Unveils Sitefinity DX 14.0 Platform
Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]
Amazon Prime Video And LADbible Australia Team Up For Investigative Doco Series UNHEARD
Amazon Prime Video today announced a ground-breaking new six-episode documentary series, UNHEARD, the first feature produced by LADbible Australia Originals and with production funding from Screen Australia.
