Get the most important digital marketing news each day.
Sharethrough Mobile Platform Launches To Power Native Advertising On Mobile Devices
Today, native advertising company Sharethrough announced the launch of Sharethrough Mobile, a platform that allows advertisers to promote branded content through native ads across mobile devices.
Sharethrough uses proprietary technology called Real Time Templating (RTT) that enables the platform to identify the style elements of any webpage and match the look of each individual ad to that environment. RTT also adapts to any future style updates publishers make to their templates so ads stay consistent with the new elements.
Below are examples of how Sharethough mobile ads appear across different sites to match their native environment:
The Sharethrough Mobile platform can be used to promote any kind of brand content including video. Ads are tagged with “Sponsored by” or “Promoted by” and can feature custom thumbnail images, headlines and descriptions. PEOPLE and Forbes are among the other publishers already using the platform to serve native ads on their mobile sites. Pepsi is using the platform to distribute its “Mirrors” video starting Beyonce.
Native advertising has seen a burst of activity recently. Facebook’s mobile strategy has been built on ads that appear in users’ newsfeed, and just weeks ago Tumblr launched its version of native ads on mobile devices only. Then there is Twitter with its Promoted Tweets, Yahoo, which just introduced in-stream sponsored ads across all platforms, and Buzzfeed which has a revenue model entirely driven by native advertising.
While still a small segment, native ads are experiencing a growth rate second only to video according to Pew Research Center’s 2013 State of the News Media Report. Native ads grew 38.9% to $1.56 in 2012 compared to 2011.
In February, Sharethrough launched Sponsored Stories which allows brands to syndicate content including articles, posts, reviews and infographics in native ad placements. Land Rover and Pop Secret were among the brand launch partners. Sharethrough Mobile runs with mobile sites on Android and iOS devices.