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.
GroupM predicts that global ad spend will top $547 billion next year, up from $524 billion this year. While television will still capture the biggest share of that 12-figure pie (41%), digital's share will grow from 31% to 33%.
Brand advertisers and their agencies only want to pay for mobile ads that are seen by a person.
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