Online advertisers, at least those with some digital savvy, know that serving the "right" ad in the "right" moment, means everything when it comes to awareness, engagement, and conversion. And ad tech companies providing solutions for these critical moments are becoming a virtual dime-a-dozen - particularly in the mobile realm. There are, of course, some genuine standouts.
Mobile advertising company MediaBrix, for example, just announced a new generation of its BreakThrough Moments platform. The solution focuses on serving in-app ads in moments when users are in a heightened state of emotion. Say for example that a user keeps failing at a particular level. MediaBrix is able to deliver an ad, in the right moment, that offers a solution (or a "rescue") in exchange for viewing a brand advertisement.
By leveraging in-stream analytics (what is actually happening within the app), MediaBrix's solution optimizes how ads are delivered to users of apps and mobile games (taking advantage of both sensory and contextual cues) and has reportedly helped brands including Coca-Cola, BMW and Nestle achieve campaign performance improvements over 500 percent higher than other digital ad formats.
"The vast majority of mobile advertising solutions are poorly executed, ineffective holdovers from desktop strategies – resulting in worthless impressions and delivering a negative ROI for the advertiser and user. These limited options have become the catalyst for the ad industry to become lazy, complacent, and unimaginative, but MediaBrix is among the innovators attempting to stop another digital platform from being destroyed," said Ari Brandt, CEO of MediaBrix.
MediaBrix also announced that advertisers will be able to buy IAB standar ad units for Moments programatically through its own and other, private exchanges in the future.