Singapore Press Holdings (SPH), the media company, has entered into a partnership with mobile ad provider Adtile to offer integration of Adtile’s Motion Ads. In addition, Adtile announced that it secured $2m funding as an extension to its Series A round from private investors to expand its developmental work.
Adtile Motion Technology Ads moves when the user moves the device
Motion Ads are designed to utilise a smartphone’s GPS, gyroscope and accelerometer to allow ads to move when the device moves. The partnership enables SPH to provide its clients with the new technology.
Adtile Motion Ads deliver engagement rates of 30%, with a 23 second participation time and CTR average of 5%.
The company has been busy expanding its motion-activated technologies with the launch of Adtile VR in March 2015 – an app that creates 3D environments on mobile browser without the necessity for accessories. In November 2015, the company rolled out its Air Pencil that captures freeform motion in 3D with an iPhone.
Tan Su-lin, Deputy Head of the digital division, SPH, said:
“We are excited to offer our brand advertisers such a dynamic storytelling tool for their mobile ad campaigns. With Adtile’s Motion Ads, our mobile readers will no longer be a trapped passive observer, but instead they will become part of the creative and device agnostic experience.”
As part of the agreement, SPH will be adopting Adtile’s Motion Store, a cloud-based creative platform. This creates sensor-enabled mobile experiences through responsive HTML5 for iOS and Android. Users can also request standard mobile web or MRAID tags for any major ad server. Simple onboarding and a fast learning curve mean that a salesforce isn’t necessary.
Nils Forsblom, Founder of Adtile Technologies, adds:
“Motion-sensing technology is going to play a major part in the way we interact with our mobile devices and this funding extension will allow us to continue our research. It is our innovation that has made us an ideal partner for SPH, as we continue to unlock the value of our proprietary motion technology for brands.”
Adtile also noted that it had secured a patent for its Multiple Panel Touch User Interface Navigation this year. The feature lets developers create mobile apps with greater flexibility, adding a swipe function to panel touch user interface navigation.