Medialets

MEDIALETS PARTNERS WITH DYNAMIC LOGIC TO PROVIDE DEEPER BRAND INSIGHTS INTO MOBILE RICH MEDIA IN-APP AD CAMPAIGNS

AdIndex® for Mobile added to Medialets’ rich media metrics offerings

NEW YORK, NY: June 30, 2010 — Medialets, the most widely deployed cross-platform rich media ad solution for mobile apps today partnered with Millward Brown’s Dynamic Logic, a leader in measuring advertising effectiveness across all digital platforms. As a result, Medialets’ advertiser and publisher clients will now have the unique opportunity to utilize Dynamic Logic’s branding insights to further understand how specific interactions with a Medialets ad can impact brand opinion and consideration.

Dynamic Logic’s AdIndex® for Mobile provides analysis and actionable insights that help brand marketers understand how mobile ad campaigns perform on traditional brand metrics, such as Brand Awareness, Ad Awareness, Message Association, Brand Favorability, and Purchase Intent. Integrating these attitudinal measures with Medialets’ engagement metrics offers a more comprehensive view of campaign effectiveness.

“We’re excited to offer AdIndex for Mobile in addition to our standard analytics that measure impressions and click-through rate as well as custom engagements and post-click data,” said Medialets CEO Eric Litman. “Partnering with Dynamic Logic allows us to help our clients understand not only how the consumer engages with an ad but how they react and recall the brand message after they use the device.”

Through this partnership, advertisers will gain access to a unique measurement solution which directly ties together ad engagement and brand impact. Medialets and Dynamic Logic will be using WPP’s Safecount to power the technical integration, enabling relevant data points to be combined into one analysis. This type of data innovation in mobile is the first of its kind allowing clients to understand the full picture surrounding campaign effectiveness by exploring the relationship between ad interaction and changes in attitudes towards the brand and intent to purchase.

“The tremendous growth of mobile in-app rich media ads has led to an increased need for unique solutions to measure their effectiveness,” said Ali Rana, Vice President of Emerging Platforms for Dynamic Logic. “Through our collaboration with Medialets, Dynamic Logic continues our overarching strategy of integrating multiple data sources to offer marketers more in-depth insights. Being at the forefront of mobile data integration enables us to add an additional layer of insight for Medialets’ clients to better understand how effective their campaigns are.”

As the only cross-platform, cross ad network rich media solution built explicitly for mobile apps, Medialets enables brands and agencies to create ads that take advantage of all of the features and hardware capabilities built into today’s generation of smartphones. Medialets’ rich media ad formats empower publisher and ad network partners to sell more ad inventory at higher CPMs. The Medialets Enrich™ preferred partner program enables leading mobile ad networks, ad mediators and ad servers to sell and support Medialets’ unique cross-platform rich media units. Advertisers can run a single set of ad creatives without changes across an exceptionally broad range of mobile properties.

About Medialets:
Medialets is the most widely deployed cross-platform rich media advertising solution for mobile apps. Medialets brings unprecedented scale to mobile rich media campaigns by enabling the delivery and measurement of the industry’s highest-impact rich media across the broadest array of top tier iPhone, iPad and Android apps. The New York Times, The Washington Post, NPR, Variety, Pandora are just some of the top publishers that have enabled Medialets’ cross-platform rich media. Medialets’ high-value formats are also available via leading ad networks, ad mediators and ad servers through a preferred partner program, Medialets EnrichTM. Based in New York City, Medialets is a privately held company with marquee investors and a world-class team. Visit www.medialets.com, email connect@medialets.com, and follow Medialets on Twitter @medialets.

About Dynamic Logic
Dynamic Logic (www.dynamiclogic.com) is a leader in providing advertising effectiveness insights across all digital platforms and the broader media mix. As a Millward Brown company, Dynamic Logic offers advertisers, agencies and publishers the unique combination of world-class expertise on brand building and media coupled with normative insights from its database of thousands of digital campaigns, the largest in the industry. Founded in 1999, Dynamic Logic pioneered online branding measurement and has grown with the digital age, developing innovations across 27 digital platforms and establishing specialty practices in cross-media, social media, mobile, gaming and custom solutions.

A great morning here at Medialets and its not just because of the weather and donuts!

We’re excited because our good friends at The New York Times officially launched their iPad app today and they have chosen Medialets to develop and serve rich media ad units for the app. More details in their press release here and even more over at TechCrunch.

And while we’re on the topic of rich media ads in iPad apps, take a look at the video below which features a mock of what a Transparent Page Takeover ad might look like on an iPad app…

To learn more about our iPad ad formats, send an email to connect@medialets.com

You probably already know that Medialets’ SDK is distinguished by its ability to enable the industry’s most compelling rich media and deepest ad and app analytics. These capabilities, combined with our unparalleled support in developing high-value rich media creative, attract a broad range of top tier publisher and advertisers to our platform.

And, as demand increases, we’re finding that needs are evolving. Publishers want Medialets’ rich media because it brings the most value to their app inventory, but they’re also looking for a solution that easily integrates into their current and future sales and advertising operations.

That’s why we’re excited to announce the availability of Medialets’ Universal SDK for iPhone and iPad. This Universal SDK is designed to support Medialets unique high-value rich media, while also giving publishers the flexibility and control they need for the most effective inventory sales and ad operations – all from one SDK.

Medialets’ Universal SDK makes it easier for publishers to manage and grow their app advertising revenue in a few ways:

1. By enabling rich media, display advertising and analytics, all from one SDK
2. By easily integrating with ad networks and mediators to supplement inventory sales, all from one SDK
3. By allowing the publisher to benefit from Medialets’ high-value rich media while also using their established first-party ad servers (like DoubleClick’s DFP, AOL’s AdTech or Ringleader), all from one SDK

Medialets’ Universal SDK also gives publishers server-side control of their app advertising. In other words, you can make changes to ad tags without updating your app, saving time and money.

The Universal SDK was featured this morning on TechCrunch.  If you’d like more information about how Medialets’ Universal SDK brings  more value, flexibility and control to your app advertising, send us an email.