SpringHill Suites by Marriott® Launches First-to-Market Mobile Programmatic Interscroller
Ad Engagement Rate Exceeds Industry Benchmark by 5x
BOSTON, Aug. 10, 2016 /PRNewswire/ -- Celtra, the leading user experience platform for digital display and video advertising, today announced that SpringHill Suites by Marriott, leading global media agency MEC, and PadSquad partnered to launch the first-to-market use of Celtra's innovative Interscroller rich media format programmatically across PadSquad's premium publisher inventory.
Leveraging Celtra's AdCreator platform and native interscroller, PadSquad's in-house creative team produced a custom mobile brand experience to drive awareness of SpringHill Suites by Marriott. Through cutting edge mobile and tablet rich media ad units, PadSquad delivered an immersive multi-video tour experience bringing SpringHill Suites to life in full motion. The campaign achieved an ad engagement nearly 3x higher than Celtra's travel and hospitality benchmark and 5x higher than Celtra's overall Q1, 2016 benchmark (Source: Celtra Q1 Benchmarks). See demo here.
"Mobile usage has now surpassed desktop, and we at SpringHill Suites recognize the importance of reaching users where they're heavily consuming media," said Honey Konicoff, Director, Brand Marketing for SpringHill Suites. "Leveraging interactive units efficiently and at scale allows SpringHill Suites to deliver a unique brand experience that showcases all the hotel has to offer."
"The SpringHill Suites by Marriott ad campaign beautifully demonstrates that advertisers need not and should not compromise when it comes to running smart, engaging and considerate mobile campaigns," said Matevz Klanjsek, co-founder and chief product officer of Celtra. "Running progressive ad formats in a highly standardized programmatic media world continues to be a big challenge for brands. Until recently, advertisers were forced to default to an inferior ad user experience as the only way to achieve scale. The new generation of native ad formats creates a superior user experience delivered on scale, even with the rapid spread of ad blocking on mobile devices. These new formats are increasingly becoming a key to successful and effective advertising, and brands should now expect more from their programmatic campaigns."
Programmatic ad spending on mobile is surging this year. According to research from eMarketer, mobile programmatic spending will reach $15.45 billion in the US in 2016, representing 69% of all programmatic digital display ad spending.
"Consumers spend more time with mobile internet than any other medium outside of TV, and marketers are allocating their branding budgets accordingly," comments Daniel Meehan, PadSquad Founder and CEO. "We're proving programmatic and rich media can play together in mobile. Our specialty is offering hand-crafted mobile creative that tells a story, in a polite manner, within high-quality content– all helping to move the needle on branding. This campaign illustrates how it all comes together and can be done at scale with PadSquad and Celtra."
Rachel Pasqua, Mobile Practice Lead, MEC North America, said, "Mobile requires a unique, data-driven approach to ad experiences. This partnership illustrates how effective and engaging a campaign can be when the creative is designed specifically with consumer behaviors in mind. SpringHill Suites by Marriott is the first in its category to couple this interactive unit with the efficiency and precise targeting of programmatic buying."
About Celtra
Celtra pioneered an integrated SaaS platform for HTML5 authoring, creative serving, analytics and ads optimization that is designed and developed specifically for mobile and cross-screen digital advertising. Since 2010, when Celtra released its first version of AdCreator, it became a global standard in the industry, being used by over 400 premium publishers, advertising platforms, agencies and global advertisers, across 35 markets.
Celtra is headquartered in Boston (MA), with offices in New York City, Chicago, San Francisco, Los Angeles, London, Ljubljana and Sydney. For more information, visit Celtra at www.celtra.com or @CeltraMobile on Twitter.
About SpringHill Suites by Marriott
SpringHill Suites by Marriott is an all-suite hotel brand that offers guests the little extras to help them enjoy their time away. The brand is a fresh take on mixing business and pleasure, as it allows travelers to indulge in the little things that make their trip more exciting. Featuring spacious and stylish suites, the well-designed room layouts allow guests to relax and reenergize. Launched in 1998, the brand currently has more than 350 locations in the United States and Canada. SpringHill Suites participates in the award-winning Marriott Rewards® frequent travel program that allows members to earn hotel points or airline miles for every dollar spent during each stay. For more information or reservations call 888-287-9400 or visit www.springhillsuites.com.
About PadSquad
Founded in 2012 and based in New York City, PadSquad is a mobile software company focused on the intersection of digital content and advertising on mobile devices. Our proprietary mobile publishing software combines high-end user experiences with a premium mobile advertising marketplace to deliver meaningful results—measured and proven with an extensive suite of analytics. To learn more about PadSquad, visit: www.PadSquad.com or follow us at @padsquadmedia.
About MEC
MEC is committed to growth. Growth for our people, our clients and our industry. MEC pushes the boundaries of what's possible in order to thrive in ~ Ad Ops ~ Analytics ~ Brand Partnerships ~ Content Marketing ~ Data ~ Insight ~ Integrated Planning ~ Mobile ~ Multi-cultural ~ Performance Marketing ~ Planning & Buying ~ Programmatic ~ Search ~ Social ~ Sport, Entertainment & Cause Marketing. Our 5,000 highly talented and motivated people work with category leading advertisers in 93 countries and we are a founding partner of GroupM. To find out more, visit us at www.mecglobal.com #dontjustlivethrive. Contact: [email protected]
Media Contact:
Michael Gallo
Gutenberg Communications on behalf of Celtra
(212) 239-8594
[email protected]
SOURCE Celtra
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