MOBILE ADVERTISING
VidMob | October 29, 2021
VidMob, the world’s leading platform for Intelligent Creative, today announced that the company is acquiring Chiligum, an advertising technology company that automates aspects of creative production to deliver personalized and dynamic advertising at scale. With the addition of Chiligum, VidMob offers the first full-stack creative operations solution for marketers who want high-performing creative at scale, while maintaining brand quality and best practices. Chiligum’s creative automation technology helps teams close the gap between what creative asset teams can produce and what their media and digital experience plans require, and compliments VidMob’s AI-powered creative analytics, Agile Creative Studio and Brand Governance suite of products, and it’s global network of expert creators.
Creative optimization is a largely untapped opportunity for brands looking to improve advertising performance and business outcomes. Creative agility is especially critical for marketers who run digital campaigns with unique audiences and a large variety of ad formats. VidMob’s technology enables brands to understand the impact of messaging and creative on advertising campaign performance and provides real-time insights that can be implemented by creative teams. With Chiligum, ads can be instantly versioned and personalized at scale, which is particularly valuable for brands with large product catalogues, dynamic pricing and promotion needs, or the desire to deliver personalized advertising.
With the addition of Chiligum, VidMob customers can easily:
Scale ad production faster - Rapidly create versions of best performing ads 90% faster
Personalize ads at scale - Automatically update ads with real-time data feeds
Publish Everywhere - Easily publish to all major digital and social media platforms
Global creative enablement - Localize content for different geographic, cultural and business contexts
“Human creativity will always be the backbone of differentiation in communications. Creative Automation frees up creators to focus on delivering higher value creative impact by removing the tedious formatting and versioning tasks that, with the advent of digital and personalization, have taken over much of their time and energy. I'm thrilled to welcome the Chiligum team and look forward to working with them to accelerate our development of the operating system for intelligent creative.”
Alex Collmer, founder and CEO at VidMob.
“VidMob’s data-driven approach to creative performance is a perfect fit for our company,” said Deborah Folloni, CEO and Founder at Chiligum. “VidMob has the most comprehensive solution to support Intelligent Creative operations and together we will help marketers remove creative bottlenecks, deliver quality creative that is intelligent and brand compliant, and that can support dynamic and personalization use cases.”
About Chiligum
Chiligum is a leading adtech company with headquarters in Sao Paulo, Brazil that helps marketers create ad content at scale with automation solutions. Founded in 2015 by Forbes 30 under 30 honoree Deborah Folloni, Chiligum has delivered over 7 million ad creatives to date for global brands. Most recently, the company was featured as one of Brazil’s 100 Startups to Watch as one of the most promising and innovative businesses in 2020.
About VidMob
VidMob is the world’s leading platform for Intelligent Creative that provides an end-to-end solution to help brands improve their marketing results by unifying creative and data. VidMob is the only company in the world to receive a certified creative marketing partner badge from every major social and digital platform. A portion of every dollar VidMob receives is used to fund pro bono creative services for non-profits through its 501(c)(3) VidMob Gives. Most recently, the company was included in Inc. magazine's annual list of the Best Workplaces for 2020 and VidMob received the 2020 Creative Intelligence Technology Innovation Award from Frost & Sullivan.
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Facebook | May 18, 2020
Facebook announces the acquisition of Giphy, along with plans to integrate it with other services such as Instagram.
Facebook is acquiring Giphy, one of the most popular GIF-sharing sites on the web, in a deal that’s reportedly valued at $400 million.
Facebook plans to continue this integration in a way that further enhances the user experience.
In Facebook’s official announcement, the company reveals Giphy will be joining the Instagram team:
“GIPHY, a leader in visual expression and creation, is joining the Facebook company today as part of the Instagram team.”
Facebook goes on to state Giphy’s library will be further integrated with Instagram, as well as the company’s other apps:
“GIPHY makes everyday conversations more entertaining, and so we plan to further integrate their GIF library into Instagram and our other apps so that people can find just the right way to express themselves.”
Instagram and Facebook already utilize Giphy’s library – over half of Giphy’s traffic comes from the Facebook family of apps.
Facebook plans to continue this integration in a way that further enhances the user experience.
“By bringing Instagram and GIPHY together, we can make it easier for people to find the perfect GIFs and stickers in Stories and Direct.
We’ve used GIPHY’s API for years, not just in Instagram, but in the Facebook app, Messenger and WhatsApp.”
Read more: Facebook & Instagram add more ways to support local businesses
Giphy will continue to operate its library, while Facebook will work on furthering the development of Giphy’s technology and strengthening relationships with content and API partners.
Other services rely on Giphy’s API in addition to Facebook and Instagram.
Pinterest, Twitter, Slack, Reddit, and others all utilize Giphy’s content library. According to Facebook, they will still be able to.
For users and API partners it will be business as usual – people will still be able to upload GIFs and publish them on other platforms.
Developers and API partners will continue to have the same access to Giphy’s APIs, so there will be no disruption to any services.
GIFs and stickers give people meaningful and creative ways to express themselves. We see the positivity in how people use GIPHY in our products today, and we know that bringing the GIPHY team’s creativity and talent together with ours will only accelerate how people use visual communication to connect with each other.
- Vishal Shah, VP of Product at Facebook
GIPHY Comments on the Acquisition
Giphy published its own announcement of the acquisition and reiterated how it’s committed to being openly available to developers.
“And for our API/SDK partners and developers: GIPHY’s GIFs, Stickers, Emojis, etc. aren’t going anywhere. We will continue to make GIPHY openly available to the wider ecosystem.”
Giphy’s announcement touches on the company’s plans to continue its work with Instagram, but doesn’t expand on what it will bring to Facebook’s other services.
“We’ve had a lot of fun teaming up with Instagram over the years; GIPHY’s Stickers were the perfect fit for layering on Instagram Stories, while our GIF search allowed everyone to capture that perfect emotion in Instagram’s DMs.
Based on the success of those collaborations (and many others) we know that there are exciting times ahead of us.”
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MOBILE ADVERTISING
Adverty, InMobi | April 28, 2021
Adverty AB, the world's leading in-game platform for advertisers, agencies, and game developers, and InMobi, the world's leading independent marketing cloud, announced today the official launch of in-game ads on InMobi Exchange. Using Adverty's multi-patented in-game ad technology, brands and agencies around the world will be able to target premium mobile users with advertisements that blend into the game environment, such as electronic advertisement boards in an e-sports arena or the increasingly common casual and hypercasual gaming space.''
"This news shows that the most exciting, largely unexplored media frontier is still very much open for business. Furthermore, both branding and performance advertisement options are available, allowing advertisers to target previously unreachable audiences at scale and turbocharge their marketing campaigns in new ways. With this collaboration, the path is clear for future innovation " says Tobias Knutsson, CEO of Adverty.
Kunal Nagpal, SVP and GM, Publisher Platforms and Exchange at InMobi, said: "One of these new frontiers is in-game ads, which allows advertisers to interact with their customers in a highly intuitive manner. InMobi's technology and unparalleled mobile in-app expertise allow global advertisers to reach a highly engaged and diverse mobile gaming audience in an increasingly relevant medium."
Indeed, in recent years, gaming has emerged as an incredibly appealing media channel for advertisers, with prospects for brands to deliver high-impact creatives to a highly engaged global audience of over 3 billion gamers. In terms of both users and time spent, mobile gaming experienced exponential growth in 2020.
Through its revolutionary technology designed specifically for gaming, Adverty provides unobtrusive advertisement that links brands and audiences, while buy-side clients can now access new formats in mobile games at scale more conveniently than ever before.
Adverty introduced a world-first In-MenuTM format earlier this year to complement its In-PlayTM offerings, in response to high demand for its seamless and non-interruptive in-game inventory. This enables contextually appropriate IAB display banner advertising to be displayed in-game and complements a highly advanced product suite that also allows brands to take over billboards and other virtual outdoor locations within games.
About Adverty
Adverty, the leading in-game platform, uses innovative display advertisement technology designed specifically for games to deliver seamless advertising that connects brands and people. The platform provides true in-game ad inventory at scale and enables content creators to commercialize the whole experience through unobtrusive, easy-to-integrate, interactive advertising. Adverty, which was established in 2016, has offices in Stockholm, London, New York, Madrid, Helsinki, St Petersburg, and Lviv collaborates with advertisers, agencies, and developers to unlock audiences and gaming revenue streams.
About InMobi
InMobi creates genuine connections between brands and consumers by leveraging its technology platforms and unparalleled access to mobile intelligence. Its Marketing Cloud opens up new avenues for brands to understand, identify, engage, and acquire connected consumers. InMobi, a leading technology firm, has been named to the 2018 and 2019 CNBC Disruptor 50 lists, as well as one of Fast Company's 2018 World's Most Innovative Companies.
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