People use smartphones for almost everything, all day and every day, but they don’t like mobile ads. It’s huge problem for marketers who’ve had to choose between burning dollars on unwelcome ads or skipping out on mobile, where people spend most of their time. Nobody likes these options, so we decided to shake things up.
We believe mobile can deliver the impact of TV and more, if we approach ads the right way. After all, they aren’t that different from real-world interactions. Barge in on someone at a bad time, with no value, they’ll (at best) roll their eyes. But when you’re helpful, relevant and timely, you’re a delight. You get attention. You get invited back. We enable ads that get brands invited back.
Smartphones don’t have long, passive sessions like old school media. They’re picked up over and over throughout the day, with different mindsets and intent each time. Each mobile session is called a “mobile moment”— you might even be having one right now!
We set out to figure out how ads fit in to this pattern. We built a taxonomy of moments, mapping out receptivity for each and noting what factors influenced attention. We even developed our own proprietary data signal to boost precision. (Four patents filed on that tech! Give a shout if you want the inside scoop.)
Today we use our tech—we call it moment marketing science—to power mobile ads for the smartest, coolest and biggest brands in the world. We’re genuinely proud to have built a solution that changes the way marketers, agencies and everyday people feel about mobile ads, but we’re not done yet. We’ve got more cooking, want to hear about it?