Enhancing its multiscreen ad strategy, Viamedia has launched a mobile advertising platform, called “AdMessenger Tap-To-Expand,” that’s tailored for local cable TV advertisers.
Viamedia said the new platform is designed to reach audiences via geo-targeted, custom-scrolling text messages delivered on thousands of mobile websites and apps. When activated by the viewer by tapping on the advertiser’s scrolling text, it pulls up a full screen interactive ad that presents more info about the product or service being advertised.
“In the U.S., the typical multi-screen user consumes nearly 7 ½ hours of video a day,” Viamedia president and CEO Mark Lieberman said in a statement. “This includes 151 minutes on their Smartphones, 147 minutes watching TV and another 43 minutes a day on their tablets. When talking to our customers, we found a common need to reach consumers on every screen, and we’ve developed a product suite specifically focused on reaching today’s multi-screen consumers.”
Viamedia, which is in a row with Comcast over claims that the MSO is trying to monopolize the spot ad business, also offers a range of programmatic, addressable and targeted ad products.
Viamedia said it handles nearly 1 million spots per day and sells ads on behalf of 60 U.S. cable and telecom providers.