We are very excited to announce the launch of Sharethrough Mobile Sponsored Stories, a technology solution to power native ads across the mobile web. We’ve been hard at work for many months testing and iterating on this platform, aiming to deliver a product that will make a significant impact on solving the problem of mobile monetization and brand advertising on the mobile web. We believe that today’s options for mobile advertising don’t provide a user experience that matches the quality of the phenomenal devices we hold in our pockets, nor do they provide publishers with a simple way to integrate brands into their content experience. With the launch of this new Sharethrough offering, we believe that things are about to change. (See here to try it out for yourself).
Pepsi ®, one of our mobile launch brand partners, shared some thoughts on why Sharethrough Mobile Sponsored Stories is important to them:
“At Pepsi, we strongly believe in creating advertising that is genuinely entertaining and promoting our content through ways that are respectful to our audience,” said Josh Nafman, Sr. Digital Brand Manager, Pepsi ®. “Sharethrough’s mobile platform will help Pepsi reach audiences in a way that upholds our values of engagement and compelling advertising experiences. We’re excited for this new channel to connect with our fans on their mobile devices.”
We are also working with leading brands including Cruzan® Rum, Sauza® Tequila, and Pepsi. Both Cruzan Rum and Sauza Tequila will be using the Sharethrough mobile platform to reach engaged audiences for their entertaining video campaigns, including Sauza Tequila’s irresistible “Make It With a Lifeguard,” video series. “With Mobile Internet usage on the rise, Sauza’s excited to be one of the first brands to test Sharethrough’s Native advertising distribution method specifically in driving consumers to watch our ‘Make It With a Lifeguard’ videos,” said Lindsey Lewis, Brand Manager, Jim Beam Inc. We are thrilled to provide engaging content whenever and wherever our fans want.”
So how does it work?
Sharethrough Mobile Sponsored Stories allow brands to promote their original content, such as videos, articles, posts, reviews and more, across mobile sites in a scalable way that respects and enhances the user experience of each site. Mobile Sponsored Stories appear as part of the stream of content within a publisher’s mobile site experience and are automatically updated to match the look-and-feel of the organic site content. This allows advertisers to promote their content in placements across the mobile web that feel native to each site they appear on.
How do you make ads look and feel native?
Real Time Templating (RTT) a technology that Sharethrough developed, allows our advertising platform to identify the style elements of any webpage and match each ad to those attributes, in real time. Even better, we are able to match any future updates to the style template, so even if a publisher changes their design, your ad will stay consistent with the new style elements.
Are these ads effective?
In a word, yes. The Sharethrough solution was built to work in a “scroll-centric” environment, it does not interrupt mobile site usage – which according to Forrester is users’ most frequently requested mobile ad feature. Our mobile ads are ideally suited to the smaller screen size of mobile devices, where there is less real estate for content and advertising to run adjacently. Sharethrough Mobile Sponsored Stories enables brand messages to stand out among the site content, with up to one-third of the entire screen dedicated to brand content.
The launch of Mobile Sponsored Stories marks a big leap for Sharethrough and the native advertising industry at large. Our goal is to be the leading provider of native ad products across all platforms and to create technology that makes advertising better – today we feel just a little closer to that vision. If you’d like to learn more about our mobile advertising solutions, please click here.