MediaCom joins hand with Medialets to deliver mobile ad serving

MediaCom has partnered with mobile ad server Medialets as part of its drive to simplify mobile for advertisers. This global deal will help brands minimise the complexity and expense of delivering smart mobile ad campaigns, while significantly improving the depth and accuracy of mobile media measurement. This preferred partnership will be rolled out to all the countries in which MediaCom operates.

It is part of a wider drive at MediaCom to make mobile more accessible for clients everywhere as smartphones and tablet use continues to increase. Research with MediaCom clients shows that some are reluctant to do more than simply test mobile because of misperceptions that the medium is technically complex, confusing and expensive to deliver across multiple platforms and markets.

The Medialets ServoTM platform will help change these perceptions in three key ways:Firstly, its in-depth data and metrics will help MediaCom optimise and improve advertisers’ mobile activity, making it an even more valuable part of their media schedules while reducing discrepancies in counting and delivery; secondly, it drastically lowers the amount of time and work required to execute brand campaigns on mobile, while also providing consolidated reporting on impact and thirdly, it gives MediaCom a clear overview of where it is spending clients’ money on mobile, meaning the agency can identify learnings across its client base and create clear ground rules for best-in-class mobile advertising activity.

Medialets becomes the enterprise software technology that will enable MediaCom to create mobile media and attribution tracking campaigns more quickly and more efficiently. It will also provide tracking across thousands of certified mobile properties. Trials of the system have delivered improvements in media efficiency of more than 40% in comparison to non-mobile specific ad server solutions.

The Medialets ServoTM platform is the industry’s first and only buy side mobile ad-serving platform to receive Media Ratings Council accreditation for mobile impressions and clicks.
The partnership is the second global deal that MediaCom has signed recently as it seeks to rationalise the mobile ad technology providers that it works with. In March, MediaCom agreed to its first global deal with a rich media vendor to provide a single platform for creating mobile-rich media display ads.  That vendor will integrate into Medialets buy side ad-serving platform.

Global Head of Mobile Ben Phillips said: “Many clients regard mobile as complex and expensive. By partnering with a rich media vendor for our creative, and now Medialets for our entire buy side ad serving and tracking, we are building a global set of tools that work together to simplify the process and strip out wasted costs. These deals will also give advertisers authoritative data that enables them to improve performance each and every time they invest in this fantastic channel. Building a defined mobile system is part of ongoing integration with best of breed partners for MediaCom and our clients globally.”

Eric Litman, CEO of Medialets said “As the only mobile MRC-accredited buy side ad server, we can serve any type of mobile ad in any type of mobile environment for MediaCom and their clients worldwide giving them one singular source of data and metrics to make stronger strategic decisions for their partners.  Ben’s vision of leading the technical platform in mobile will allow MediaCom to lead the way as this sea change of adoption continues.”