To drive cross-channel campaigns, Innity launches mobile ad platform

Online media and advertising technology provider, Innity, has launched Engage+ Mobile – a suite of mobile advertising tools including mobile ad units and engagement metrics tool to boost and subsequently, measure brand engagement.

Over the years, mobile has been largely used to drive clicks, thereby losing out on other opportunities to effectively engage users on the go. Industry reports suggest that up to 51 per cent of clicks on mobile are accidental due to the small screens. Innity has tried to factor this in while designing Engage+ Mobile.

Engage+ Mobile ad formats, compatible on iOS and Android, combine display, audio and a gyroscopic feature in its attempt to enhance user engagement. Fundamentally, the users see the ad message and are then prompted to swipe or tap the ad to engage further with the brand as more content is presented.

To attract advertisers, Innity has also tried to build in options for deeper experiences within the mobile ad. For instance, advertisers can select from feature options that best fits their campaigns, such as swipe photo galleries, social sharing features, coupon download, data forms and motion support, among others.

Additionally, in line with IAB’s latest initiative to redefine measuring digital ad engagement, Innity has deployed its Engagement Funnel – a measurement tool to track audience engagement metrics such as awareness, consideration, favourability and action. This grants advertisers insight to gauge the effectiveness of their ad content, identify what’s working and what’s not, and emphasise on what’s driving success. The Engagement Metrics is available on all digital campaigns running on Cost-Per-Engagement (CPE).

“We’re not just creating mobile campaigns for our clients; we’re ensuring that all their campaigns are mobile. We decided to come up with a fresh way for brands to get genuine user engagement on mobiles. With Innity’s unparalleled reach and advanced targeting alongside these new immersive mobile ad formats, Engage+ Mobile will help advertisers maximize the impact and increase brand engagement for their digital campaigns,” commented Fabian Looa, COO and Co-Founder of Innity in a press statement.

At present, the service is available in countries such as Malaysia, Singapore, Indonesia, Thailand, Vietnam, Philippines, Hong Kong, and will eventually expanding to the whole ASEAN region.

Via Digital Market Asia

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Copenhagen INK

Lars M. B. Anthonisen is Regional Business Lead, Southeast Asia Strategic Accounts at Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, Marketing Director at Adform and Digital Manager at Universal McCann Worldwide.

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