San Mateo-based startup Drawbridge, whose ad retargeting technology helps mobile advertising agencies and brands target their ads to relevant consumers across devices and platforms, has just announced that it’s now added support for video ads to its repertoire, too.
A gateway to new categories of advertising
The Sequoia and Kleiner-Perkins backed company has been making a name for itself since its launch in 2010 by analyzing user behavior to locate the times when they are most likely to be using multiple devices. That in turn allows mobile advertising firms to use desktop data to refine the targeting of their mobile ads.
Veterans of media jobs in mobile advertising agencies will probably notice at this point that throwing video into the mix doesn’t fundamentally alter the firm’s existing cross-platform technology. It remains essentially the same. However, Drawbridge’s CEO and co-founder Kamakshi Sivaramakrishnan says that the addition of video support is still a significant development for the firm. For starters, video advertising has been rising markedly on mobile. But Sivaramakrishnan says that the move will help her company branch out into other categories, like entertainment and automotive advertising.
She gives the example of someone watching a movie trailer on their computer. That’s the kind of thing movie studios would like to know about, so they can deliver targeted promotions and marketing to that person’s smartphone. She was at pains to clarify, however, that she doesn’t envisage Drawbridge ever competing with mobile advertising agencies:
“I don’t think we’ll ever be a creative shop,” she said. “What we will do is expand our arsenal to support a myriad of formats that are very relevant across a spectrum of performance.”
New metrics, new partnership
As part of the new video support, the company has added some new metrics to its ad reporting: it’ll now look at viewabilty, completion rates and drop-off points in addition to clicks and impressions. Moreover, Drawbridge can not only host ads directly, it can integrate with other platforms, too.
And to complement the new support for video, the firm has also announced its first formal partnership with the Twitter-owned mobile ad serving platform MoPub,
Janae McDonough, MoPub’s Director of Exchange, said:
“Partnering with Drawbridge provides immediate benefits to our clients, as well as advances video advertising in general.”