Mobile Embrace’s 4th Screen Advertising partners with local publisher MetService

Mobile Embrace’s 4th Screen Advertising is bolstering its position as New Zealand’s leading mobile advertising sales agency, as it today announces its partnership with major local publisher MetService, growing its premium publisher network to one of the largest in the country.

The MetService partnership, in addition to recent publisher wins including Auto Trader NZ and BBC Worldwide, will add to 4th Screen Advertising’s expansive network of 14,000-plus local and global premium publishers and advertisers.

Says Sarah Kavanagh, national sales manager at Mobile Embrace’s 4th Screen Advertising New Zealand: “MetService is a renowned local mast-head providing up-to-the minute weather forecasts and analysis to more than 66,000 daily unique visitors. We are delighted to partner with them to deliver market-best mobile solutions to audiences and brands across MetService’s mobile properties.

“As we grow our premium publisher network, we are reaching more than an estimated 2.5 million New Zealanders each month on app and mobile web platforms. To be recognised as one of the largest mobile advertising sales agencies boasting significant audience reach is a major milestone.”

Says Craig Delany, MetService interactive manager: “We turned to Mobile Embrace’s 4th Screen Advertising because we wanted to utilise their expertise in the evolving mobile space. As mobile experts, 4th Screen Advertising blends bespoke rich media creative with innovative made-for-mobile technology. This will enable MetService’s mobile audiences to experience ad content that is more relevant, more appropriate and more engaging.”

 In a competitive mobile ad ecosystem, brands are looking for visibility and cut-through.

Says Kavanagh: “The ability to connect more meaningfully with mobile users and target them more powerfully is imperative. A scatter-gun approach that sees ad creative displayed on inappropriate m-sites or apps that have no bearing on the consumer is not the best use of ad dollars. At 4th Screen Advertising, we represent premium publishers, assuring our advertisers of both quality and context.

“Brands need customised solutions. Mobile ad strategies that blend high-end creative with contextually relevant and premium content are much more likely to generate deeper levels of audience engagement and promote a more enriching mobile ad experience. This is why we use advanced audience and behavioural targeting techniques to ensure we target specific audience segments accessing our premium inventory.

“We look forward to rolling out our highly-engaging creative ad units across our growing premium publisher network over the coming months, and engaging mobile users in the m-sites and apps that they feel most connected to, and that they can’t live without.”