Jivox, the startup ad tech firm with a flair for multi-screen interactive video ads, has announced a new platform with the potential to simplify mobile phones advertising radically. Put simply, it offers instant compatibility with newly released iOS gadgets, the iPhone 5 and the Apple iPad mini.
With the different screen sizes featured on these new, mass market devices, mobile advertising suddenly got much more complicated than those unfamiliar with the work of mobile advertising agencies might appreciate. Getting an ad campaign across multiple mobile devices now involves intricate recoding, resizing and device-by-device integration — the kind of costly, painstaking work that generates more than a little bellyaching from buyers.
From one size fits all to bespoke
But the new platform from the San Mateo-based startup ensures that advertisers will now be able to use just one tag for ads running on every screen size. No additional coding, no resizing, no device integration.
The Californian agency’s CEO, Diaz Nesamoney, had noticed that mobile ad creative all too frequently doesn’t get optimized for mobile devices, with the inevitable consequence that ads turn into gallons trying to squeeze into quart pots. A large proportion of mobile-rich media platforms contain areas that don’t include creative elements – the so-called “safe zones.” The aim is to prevent these elements from being cut off from the device’s screen range, but this means that only a fraction of the real estate available on the screen is harnessed for the experience of the ad.
As different screen sizes are now likely to proliferate, this essentially “one-size fits all” method is heading down the toilet at a rate of knots. According to Jivox, it “leads to poor user experiences and severe creative constraints for ad designers.”
Easing the mobile advertising headache in a fast changing market
By contrast, Jivox’s single-tag serving automatically senses the OS, the browser and the type of device, so there’s no room for error. The ad will be correctly displayed whatever the size or type of gadget it appears on.
Nesamoney explained, “By taking technology complexities out of the equation, we enable advertisers to effortlessly run interactive video ad campaigns across any screen or mobile device, without distressing over formats or technology assimilation issues. This ensures that impressions are not lost and guarantees higher engagement and ROI.”