The apparel manufacturer is stepping up its digital marketing in hopes of connecting with a younger audience.
Pioneering Mobile Ad Platform to Operate as 3rd-Party Ad Server for Mobile and Tablet Campaigns for the World's Second Largest Media Buyer
New York, NY (Nov 12, 2012) - Medialets, the brand advertising platform for mobile, today announced that the company has been selected as a preferred partner for mobile and tablet ad serving for VivaKi. Through this relationship, VivaKi's network of agencies, including two global media agency networks, ZenithOptimedia and Starcom MediaVest Group, and two leading digital marketing agencies, Digitas and Razorfish, will leverage Medialets’ robust advertising technology and services to bring trusted, third-party serving and measurement to mobile web and apps on tablets and smartphones across the premium mobile publisher ecosystem.
Earlier this year, Medialets was selected as the preferred tablet ad serving partner for VivaKi’s research initiative The Pool, which seeks to find optimal ad models across emerging media platforms.
Under this new partnership, Medialets’ role will expand to provide mobile and tablet ad serving across the agency network, global training and services to VivaKi's teams, collaboration on first-to-market solutions, shared research and joint efforts to drive standards in the mobile and tablet marketplace.
"We’ve researched and evaluated countless solutions in the marketplace that can help us drive scale and better performance across our mobile efforts,” said Grace Liau, Senior Vice President, Partnerships, Platforms and Ad Operations at VivaKi. "During this process, we found Medialets to be an optimal partner. Their proven technology platform, experience and dedicated team will help the VivaKi agencies and their clients navigate the rapidly changing and tremendously important landscape of mobile and tablet advertising.”
Earlier this year, The IAB Ad Revenue Report noted that mobile experienced the fastest growth of all internet ad categories, while eMarketer recently reported that mobile ad spend, worldwide, will reach above $6.43 billion in 2012.
"Mobile advertising has moved past the point of experimentation and now requires real solutions for scale," said Eric Litman, founder and CEO of Medialets. "Third-party ad serving is a critical ingredient to support the triple-digit year-over-year growth mobile is seeing, as this industry is at an inflection point similar to what we saw in online advertising in the early 2000s. With our robust technology platform, commitment to rapid innovation and a keen understanding of how mobile is reshaping media across all channels, we are helping our partner VivaKi prepare for and execute on the next decade of digital media. Medialets is thrilled to have such a landmark opportunity."
Medialets' platform provides a single solution for media discovery, planning, booking and buying, the most flexible creative platform in mobile, ad serving and measurement across the vast array of mobile phones, tablets, browsers and operating systems, and a client services organization dedicated to the success of its customers. With a comprehensive, integrated offering spanning the full advertising campaign lifecycle, the company helps its partners significantly reduce risk and improve efficiency across their media initiatives.
Medialets is the premier brand advertising platform for mobile, enabling high-value mobile and tablet display advertising for the world’s leading brands, agencies and publishers. With unmatched mobile advertising expertise, proven technology and the industry’s most flexible creative platform, Medialets reduces the complexity of every phase of a mobile campaign---planning and buying, ad creation, ad serving and measurement. Every major agency holding group and more than 300 of the world’s biggest publishers, including BBC, BSkyB, CNN, ESPN, The New York Times, The Wall Street Journal, The Weather Channel and Yahoo!, use Medialets to power their mobile and tablet campaigns. In operation since 2008, the company is based in New York City with offices in London, Chicago, San Francisco and Los Angeles. To learn more, visit http://www.medialets.com or follow Medialets on Twitter @medialets
VivaKi is part of Publicis Groupe (Euronext Paris Exchange: FR0000130577; and part of the CAC 40 index) the world’s third largest communications group. VivaKi aggregates the marketplace influence of four autonomous brands, including two global media agency networks: ZenithOptimedia and Starcom MediaVest Group; and two leading digital marketing agencies: Digitas and Razorfish. On behalf of its agency brands and their clients, VivaKi faces the market to help identify and build technology, message distribution, audience aggregation and content solutions for the future. Sitting at the core of VivaKi is the VivaKi Nerve Center, which serves as a think tank, R&D center and testing ground to activate new pathways for clients to connect with consumers in an increasingly digital world. VivaKi also includes a Talent & Transformation Practice, which leverages the scale of the VivaKi brands to develop and deliver tools and approaches designed to attract, develop, train, motivate and reward the world's best people. www.vivaki.com