Summits Yellow

TabMo and Playground XYZ partner to provide innovative mobile ad formats

Tim Maytom

TabMo is expanding the creative options available to advertisers and agencies using its mobile creative DSP Hawk through a new partnership with Playground XYZ, a specialist rich media platform and marketplace for unique advertising formats on mobile.

The Playground XYZ formats are high impact units that are designed to increase brand awareness and improve critical ad performance measures such as viewability, time-in-view, engagement rate and video completion rate. The formats place user-centric design at the core, and are compliant with the Coalition for Better Ads' guidelines aimed at reducing ad blocking and providing a seamless user experience for consumers. The formats run across an invite-only private marketplace made up of leading publishers including Ziff Davis, Future Publishing and Joe Media.

Through the partnership, TabMo is hoping to strengthen its creative offering, providing clients with an additional suite of ad formats while also expanding the number of publishers and range of inventory available to them. In return, Playground XYZ will benefit from TabMo's relationships with ad agencies and its penetration within them.

The two companies are also hoping to tackle the unreached potential that still exists in the mobile marketing industry. According to Warc's State of the Industry report published in early August, 54 per cent of client-side marketers do not have a formal mobile marketing strategy for their brand, while 61 per cent only find mobile 'quite' effective as a marketing channel.

"Smartphones offer unprecedented opportunities for brands to engage with consumers; they are highly personal and almost constantly in use," said Chris Childs, UK managing director at TabMo. "As an industry, we haven't made the most of this and mobile ads are all too often unmemorable or annoying - or both.

"TabMo has focused on mobile and creativity from day one; partnering with Playground XYZ which has the same ethos is one more step in our mission to make Hawk a gateway to the best of the best in mobile - premium placements, accurate and scaleable audience data, and innovative and engaging creative formats."

"Brands and agencies are very advanced in the way they think about strategy, data, targeting and even messaging on mobile," said Ben Dimond, head of EMEA at Playground XYZ. "We're here to make sure all that great work doesn't fall short at the 'final mile' - the actual ad that users see. By creating eye-catching and attention grabbing formats we help advertisers supercharge their spend; working with TabMo allows these clients to scale this proposition across its Hawk platform."