In its second-largest acquisition, Amazon buys the company for $970 million.
Sandy Shanman Joins as general manager, Mobile
EMERYVILLE, CA ( May 9, 2012) Exponential Interactive, the global digital advertising company, today launched Appsnack (TM), a mobile advertising division that provides in-app, rich-media brand engagement solutions for brand advertisers.
Appsnack provides advanced HTML5 rich-media advertising that delivers sophisticated and engaging brand experiences that behave like bite-sized apps, hence the name Appsnack. The ads enable users to engage with video, product info, and, for example, locations of nearby retail stores. Appsnack will use Exponential’s e-X Advertising Intelligence platform to bring advanced audience targeting to mobile ads, so brands can reach their prospective customers and engage them with relevant, high-impact campaigns.
It has appointed Sandy Shanman as general manager, mobile, to lead this new division. Mr. Shanman was most recently senior VP, mobile solution sales, strategy and business development at cloud-based applications provider Limelight Networks. Prior to Limelight he held VP sales roles at Quattro Wireless, now Apple’s iAds, and AOL-owned advertising network Advertising.com.
Mr. Shanman says, “Rich media and video are rapidly becoming the most effective brand vehicles in the app economy, just like on the web. There’s a tremendous opportunity for brands and their agencies to capitalize on this trend in a more intelligent way, and that’s what Appsnack will provide.”
Mr. Shanman and team will oversee relationships with agencies such as MediaCom, Pereira & O'Dell, Starcom, Universal McCann and Zenith Optimedia. Appsnack will also capitalize on Exponential’s global footprint to deliver its offering to agencies across the globe.
Dan Beer, media and strategy supervisor at Pereira & O'Dell, says, “As audiences increase their time on both display and mobile platforms, it will be extremely helpful to have a single source of actionable intelligence to use to target in both environments. Appsnack’s solution is the kind of comprehensive approach we’ve come to expect from Exponential.”
Appsnack will also provide a comprehensive monetization solution for publishers and app developers. “App developers will capitalize on Appsnack’s rich-media ads via a lightweight SDK. We will offer some of the most engaging mobile ads for iOS and Android that leverage our media efficiency layer and custom HTML5 rich-media creative development,” says Mr. Shanman.
The new mobile solution is being offered to Exponential’s existing publisher partners who have allocated at least 12 billion in-app mobile impressions, including BuddyTV Guide, ChaCha, Dictionary.com, goodreads, MapMyRUN, MeFeedia, Photobucket and XE. Concurrently, Shanman and his team will be driving relationships with new publishers and app developers through the company’s sales presence in 25 countries worldwide.
“Trying to navigate the complexities of the mobile ecosystem can be challenging, particularly when trying to maximize revenue across multiple mobile devices. Appsnack provides the advanced technology and seamless integration we need to operate as efficiently and effectively as possible,” says Richard Jalichandra, CEO of MapMyRun.
Appsnack (www.appsnack.com) is a mobile advertising solution that provides in-app, rich-media brand engagement campaigns for brand advertisers. It is a division of Exponential Interactive, the global digital advertising company that also owns global online advertising provider Tribal Fusion, engagement video platform Firefly Video and in-stream video advertising specialist AdoTube. Exponential is headquartered in Emeryville, California and offers its solution to brand advertisers in 25 countries.