PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI) and leading provider of rich media advertising announced expanded distribution partners to run its rich media ads on the Apple iPhone. ESPN, AOL’s Platform-A, Millennial Media, and USA TODAY are all featuring PointRoll’s interactive rich media ads, creating over half a billion impressions each month on the iPhone.
“The growth of our advertising footprint on the iPhone enables leading brands to create interactive and targeted messages that can be served on some of the most popular mobile sites available,” said Jason Tafler, PointRoll CEO.
ESPN is one of the top five web sites accessed via mobile devices according to The Nielsen Company. Platform-A comprises more than 70 sites within Mediaglow, AOL’s newly launched publishing business, along with thousands of publisher sites in Advertising.com’s third-party networks. Millennial Media’s sites comprise the largest mobile ad audience in the United States, creating billions of impressions every month. The combined reach of these web pages including USA TODAY gives PointRoll the largest interactive advertising platform on the iPhone.
PointRoll launched the first rich media campaigns for the iPhone on USA TODAY last year featuring the Ford Flex and the Focus Features film “Burn After Reading.”
PointRoll’s technology permits advertisers to reach the end user with interactive content such as video, data collection, send to a friend, tap to call and more without the use of flash, which hasn’t been integrated into advertising on the iPhone.
“As the first mobile ad network to offer PointRoll technology, Millennial Media’s advertising clients can now deliver additional rich mobile formats that are creatively consistent with their online counterparts. The iPhone will also now be a showcase for the newly formed relationship between USA TODAY and Millennial Media,” said Paul Palmieri, President & CEO – Millennial Media.
Marketers are now able to utilize interactive rich media formats in the third screen, all without requiring the iPhone user to download any applications. The advertisements have the same features as those that run on computers, showcasing expandable, multiple panel, video, click-to-call, coupon downloads, data collects, click-to-maps, and links to the App Store and Google Maps.
PointRoll will continue to provide in-depth engagement metrics and analytics, allowing marketers to track interaction rates, brand time, and other key measures of activity.
Mobile advertising is growing incredibly quickly. There are over 17 million iPhones on the market, with the potential to reach countless customers. PointRoll leads the rich media industry, serving more than 70 billion rich media impressions each year and calling two-thirds of the Fortune 500 its clients.