Dive Brief:
- MediaBrix hopes to serve mobile ads at the perfect emotional moment, analyzing hundreds of data points through enhanced technology behind its Breakthrough Moments.
- Metrics taken into account includes consumer interest and user biometric data.
- The ad platform intends to roll out programmatic buying of these ad formats through a private marketplace.
Dive Insight:
Marketers are always interested in finding the perfect time to serve ads, especially mobile ads where location and other real-time factors come into play more than for desktop ads.
Ad tech platform MediaBrix is offering a solution for those marketers with the latest version of its Breakthrough Moments. The technology uses hundreds of data sources to determine the ideal emotional moment to serve in-app advertising. According to MediaBrix, these ads should eventually achieve “campaign performance over 500 percent higher than other digital formats.”
"Mobile advertising helps us reach our consumer base while they are engaged in-app, so our campaigns have higher visibility with a captured audience," DJ Perera, director of consumer marketing for Merial, said in a statement about the news. "By connecting with them during pivotal moments in a premium environment, we are building brand awareness and forming bonds with consumers that we can nurture over time."
Perera explained that being able to create custom content allows them to serve consumers with ads that are relevant to their experience on that app.
MediaBrix intends to eventually offer these ad formats for programmatic buying via a private marketplace.