Mobile Embrace’s Advertising Arm Rebrands, Launches Interactive Video Product

Mobile Embrace’s Advertising Arm Rebrands, Launches Interactive Video Product
SHARE
THIS



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 product

Latest News

Australian Retailers – How Can You Stand Out From The Pack On Social?
  • Partner Content

Australian Retailers – How Can You Stand Out From The Pack On Social?

At Zavy, we track the movings and shakings of brands across a range of industries on our social scoreboards. We want to see brands use social media as a space for real brand building and connecting with people – after all, that’s what it was created for. In their ground-breaking advertising report, The Long and […]

Partner Content

by B&T Magazine

B&T Magazine
Chobani Unveils New Brand Campaign Via Cummins&Partners
  • Campaigns

Chobani Unveils New Brand Campaign Via Cummins&Partners

Cummins&Partners has redefined what the next decade will look like for Chobani in its new brand campaign Food Made Good. Building on the four years of partnership between Cummins&Partners and Chobani, this campaign was born through strategic leadership to uncover the truth at the core of the brand and bring it to life through a […]

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]