Fourth no longer

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Sydney-based Australasian mobile commerce outfit Mobile Embrace (ASX: MBE) is rebranding its advertising arm 4th Screen to 1st Screen, reflecting the evolution of the mobile sector – as well as the company’s “commitment to being first” in the multi-billion dollar industry” in NZ and Australia.

“Our rebrand more clearly represents the dominance of mobile today,” said 1st Screen MD Peter Birch. “Mobile is no longer the fourth screen; we are spending more time on our smartphones than any other device.

“It also represents how we wish advertisers to view mobile by seeing it as central to any marketing strategy given its ability to reach consumers in the right place, at the right time.

Our focus is to further consolidate our position in the market as a leading supply-side platform, underpinned by quality and engaging creative with unique targeting capabilities enriching each impression we deliver.”

Recent figures from the Interactive Advertising Bureau and Price Waterhouse Cooper revealed that mobile advertising in New Zealand has increased by 122% year-on-year.

“Mobile advertising is growing, and brands need to constantly innovate and adapt to the changing landscape,” Birch said.

Specialising in targeting and engaging mobile consumers, 1st Screen’s product suite includes creative, ad ops, tech ops and programmatic sales, and delivers bespoke solutions by connecting brands to targeted audiences and environments and maximising engagement and viewability on mobile devices as a result.

1st Screen has also launched a new interactive video product, i-VID, an interactive video product incorporating three key elements – highly interactive video creative within high impact display environments, PAT data overlay, and premium publisher inventory.

1st Screen’s made-for-mobile-tech platform enables brands to transparently reach and engage with their target audience, and is designed specifically to help publishers monetise their mobile inventory and “feel safe in the knowledge that their content will be seen by the right people”.

1st Screen was an early pioneer in mobile, with a heritage from the UK. “The experienced team will continue to develop the sector in Australia and New Zealand through its advanced data solutions and award winning creatives,” Birch said.

1st Screen’s audience targeting product PAT allows brands to gain access to a pre-qualified audience, delivering the highest results. “Our offering isn’t limited when it comes to engagement, extending through creative, data and premium environments that allows advertisers to deliver engaging user experiences that drives customer acquisition, loyalty and awareness.”

The new logo’s colour scheme reflects that of its parent company, and is being launched with a new website this week.

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