The digital media sales agency i-Believe has been appointed as the exclusive sales representative in Ireland for a new mobile ad format called Ad Messenger.
RTÉ is the first advertiser in Ireland to invest in this format using it across the US, UK, Australia and Canada in order to drive sign ups to its GAAGO streaming service.
Ad Messenger has created a new way for brands to advertise, educate and influence on mobile devices and revolves around a scrolling text ad platform consisting of up to 140 characters that scroll across the screen twice in 30 seconds, after which the ad disappears. The scrolling text creates a sense of mystery and a desire to see what’s coming next. It also taps into the current passion among advertisers for native ads – simple, text-based ads that appeal precisely because they don’t look like ads.
According to i-Believe director, Dermot O Reilly, “we are very excited to be bringing this new and highly responsive ad format to the Irish market. There is no shortage of companies trying to reinvent mobile advertising. Standard banners don’t really work on mobile. If you want to engage people on such a personal device, you have to come up with something different and Ad Messenger has done just that,” he says.
Karl O’Shaughnessy, marketing manager at GAAGO says “working closely with our media partners Vizeum, we are always looking at investing in new and exciting media vehicles that can deliver real results. Ad Messenger is another exciting and innovative approach which will allow GAAGO to reach the Irish diaspora at scale with the right message at the right time and in a very cost effective manner’.