Lexus and Macy's among launch brands in effort to rival Apple.
Glam Media today launched a mobile ad offering, dubbed Glam Mobile, and promises to offer brand advertisers an opportunity to reach consumers through mobile websites and apps across a range of devices. The company aims to learn from mistakes of other mobile players including Apple.
The lifestyle-oriented blog and ad network will provide its publishers with several tools to easily publish to mobile, and hopes to monetize the resulting properties and inventory with ads from the type of brand advertisers currently being pitched by rival mobile providers such as Apple.
"We're offering the ability to run deeply integrated campaigns across desktop and mobile," Glam Media chairman and CEO Samir Arora told ClickZ, adding, "It's about super-premium formats and advertisers; we're about 100 percent brand advertising."
At launch, 75 of Glam's publishers will roll out mobile sites or apps, supported by sponsorship from brands including Lexus and Macy's. Tapping the firm's GlamAdapt serving solution, ads will be targeted based on location, device type, and mobile OS, across different rich media, video, and social formats.
According to Arora, Glam hopes to capitalize buzz around mobile marketing created by high profile entrants to the market such as Apple, while learning from their mistakes. "We've been keenly watching Apple and the miss-steps they've made. Being in media is not the company's main strategy, and their formats and reach is limited," he said.
Aurora expects most of its mobile ad customers to run campaigns across desktop devices also.
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET