Global media network Mindshare UK has appointed Celtra as its rich media advertising and partner, after an “exhaustive” pitch process. The move gives Mindshare’s clients access to Celtra’s AdCreator  3 technology, as well as a single, centralised dashboard and integrated analytics to deliver insight and campaign control. These clients include Unilever, Hutchison 3, Landrover, Nestlé and Mazda.

“Having tested and proven the effectiveness of mobile rich media versus standard banners, we went into this pitch process looking for a partner who could not only deliver award-winning work but also rich, in-depth analytics beyond clickthroughs, which demonstrates real value to our clients,” says James Chandler, head of mobile at Mindshare UK. “Celtra’s reputation in the market amongst publishers, networks and creative agencies is second to none, and we’re genuinely excited to be entering into this exclusive partnership – the first of its kind in the UK – which will bolster Mindshare’s mobile proposition.”

Celtra says its AdCreator 3 platform enables non-technical personnel to create engaging rich media ads once that run across all mobile platforms, quickly and easily. Celtra’s ads support in-app and mobile web advertising across HTML5 devices, including the most popular smartphones and Tablets. 

“Mindshare UK represents many of the world’s largest and most admired brands, and we’re honoured to be their exclusive rich media mobile advertising partner,” says Jonathan Milne, Celtra’s European general manager. “Mindshare UK’s adoption of the AdCreator 3 platform sends the rest of the advertising world an important message: mobile is the future of advertising, and consumers’ expectations are high when it comes to brand experiences on tablet and smartphone devices.

“Scalable rich media platforms are vital for brands looking to deliver on the promise of the most personal advertising medium. Making consumers part of the brand experience through their mobile devices engages them personally, non-intrusively and effectively, resulting in improved campaign ROI for advertisers.”