Celtra Continues to Transform Brand Display Advertising - Launches Interscroller in U.S. and Expands Ad Format to Desktop

BOSTON, Nov. 20, 2014 /PRNewswire/ -- Following a successful UK launch, Celtra Inc., the leading creative, analytics and optimization platform for display advertising, today introduced Interscroller to the U.S. market, expanding the format to the desktop. Selected influential media partners, including Opera Mediaworks, AdTheorent® and Allrecipes are joining Celtra in the highly anticipated U.S. introduction of this revolutionary new ad format.

As the lines between desktop and mobile continue to blur, and users grow more accustomed to mobile experiences and demanding they be translated across screens, innovative solutions such as Interscroller will be imperative to drive the future of display brand advertising. Interscroller is designed with editorial content and a superior user experience in mind. It combines the power of a highly impactful canvas size and user-friendly publisher placement with an elegant scroll interaction for both mobile and desktop environments.

With the cutting-edge technology found in Interscroller, Celtra empowers its media partners to seamlessly and effortlessly place a display ad within the flow of an article. The ad unit reveals itself organically as the user scrolls through an article, bringing brand content and creative storytelling front-and-center, while offering a more native and user-friendly placement within website content.

"The Interscroller unit is a key component within a powerful trend where mobile ads are continuously adapting to fit native mobile interfaces and experiences to ultimately become more beautiful and memorable," said Scott Swanson, President, Global Advertising Sales, Opera Mediaworks. "We are excited to be one of the first partners with Celtra to extend this new impressive ad canvas to our customers and we believe we are just scratching the surface of what is possible in mobile ad creative."

Yolandi Oosthuizen, Director of Creative Services, AdTheorent, said: "With the rapid advancements taking place in technology today, there are an increasing number of devices providing consumers with more ways to view content. At AdTheorent, we understand that the opportunity is greater now than ever before to reach our audiences in a more relevant and contextual manner.  Harnessing big data along with real-time predictive targeting ensures that we reach consumers that are most likely to engage with our ads.  Celtra's Interscroller ad format helps us deliver an impactful combination of storytelling and branding features, along with a superior user experience."

Matevz Klanjsek, Chief Product Officer and co-founder, Celtra said: "With marketers increasingly looking to reach their audiences across all screens with high quality ad experiences, we are extremely happy to be working with a select group of premium media partners to bring the impactful Interscroller ad format to both mobile and desktop devices. Interscroller has been carefully designed with strong focus on end user experience and it is essential to be able to deliver such experience consistently across all devices. Following a particularly successful UK launch of Interscroller on mobile devices, we look forward to continue revolutionizing the brand display advertising space."

Celtra empowers agencies, media suppliers and brand leaders alike with an integrated, truly scalable HTML5 technology for brand advertising on smartphones, tablets and desktop. To learn more about Celtra and Interscroller, please visit our website, follow us on Twitter at @CeltraMobile or visit us on LinkedIn.

About Celtra.com
Celtra Inc. empowers agencies, media suppliers and brand leaders alike with an integrated, truly scalable cross-screen HTML5 technology for brand advertising on smartphones, tablets and desktop. AdCreator 4 is built to run large-scale and complex campaigns. It is a single platform for streamlined ad creation, performance optimized serving and consolidated reporting with common metrics across all screens. For more information, visit Celtra at www.celtra.com or @CeltraMobile on Twitter. Celtra is headquartered in Boston (MA), with offices in New York City, Chicago, Los Angeles, San Francisco, London (UK), Tokyo (JP) and Ljubljana (SI).

About Opera Mediaworks
Opera Mediaworks is the first mobile ad platform for brands, delivering surprise and delight at scale. Our technology powers the biggest publishers in the world and enables marketers to provide the highest quality experiences to more people in more places when it matters most. Our exclusive Instant-PlayTM HD video technology and award-winning rich media touches, engages and creates deep interaction with consumers in the most popular mobile apps and sites around the globe. We work with over 90% of the AdAge Top 100 advertisers and 18 of the top 25 global publishers. A fully-owned subsidiary of Opera Software, Opera Mediaworks is headquartered in San Mateo, California, with offices worldwide. To learn more, visit www.operamediaworks.com.

About AdTheorent
AdTheorent is a technology company that is transforming mobile advertising through data-driven predictive solutions.  AdTheorent's machine learning, tracking and deep linking technologies combine to maximize engagement and awareness for advertisers.

AdTheorent's machine learning technology – the Real Time Learning Machine™ (RTLM) – combines millions of data attributes into precise and accurate adaptive models for the purpose of identifying optimal audiences.  Powered by data-driven intelligence, AdTheorent's platform delivers the right ad, to the right user, at the right time – all in "real time" within brand advertisers' ROAS and performance goals.

AdTheorent's Traktion™ solution is the mobile advertising industry's most advanced cross-device/cross-media measurement and analytics technology, providing the "post-click and post view" signals necessary for modeling to (i.e., predicting) true user engagement and awareness.

AdTheorent's Apptivation® is unprecedented deep linking technology that powers "intelligent ad units," fostering seamless and efficient user engagement.  Apptivation allows brands and marketers to drive significant user interactivity with their own branded apps, social media apps, or iOS native functions such as Passbook, Calendar, Phone, Map and others.

The collective result to AdTheorent-partnered brands and marketers is higher engagement rates across any client-defined metric – The Intelligent Impression®. For more information, visit: www.adtheorent.com.

About Allrecipes
Allrecipes, the world's largest food-focused social community, receives more than 1 billion annual visits from family-focused women who connect and inspire one another through photos, reviews, videos and blog posts. Since its launch in 1997, the Seattle-based social site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions and practical cooking tips. Allrecipes is a global, multi-platform brand providing insights into the lives of women everywhere based on activity from 18 websites, 18 mobile sites, 11 mobile apps, and 14 eBooks serving 23 countries in 12 languages. In November 2013, Allrecipes Magazine launched nationwide, and an Allrecipes cooking segment premiered on The Better Show. Allrecipes is part of Meredith Corporation, the leading media and marketing company serving American women Allrecipes is part of Meredith Corporation, the leading media and marketing company serving American women. For additional information regarding Meredith, please visit www.meredith.com. For additional information regarding Allrecipes, please visit http://press.allrecipes.com.

Media Contact:
Michael Gallo 
212-239-8594
[email protected]

SOURCE Celtra

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