4th Screen Advertising has been appointed as the exclusive mobile advertising sales agency to Vouchercloud. 4th Screen will use targeted ad formats, including interstitials and sponsorship packages to drive engagement throughout the UK, serving relevant mobile advertising based on the user’s current location.

The free Vouchercloud iPhone app enables users to download vouchers for restaurants, shops, cinemas and days out. Promotions include two-for-one meal deals, a third off for cinema tickets for all screenings; and ‘buy one get one free’ and money-off coupons.

“We have worked closely with Vouchercloud over the past few months to define a unique mobile advertising proposition,” says 4th Screen MD, Mark Slade. “The execution will involve using engaging formats like interstitial and sponsorship packages on the app, and individual sections of the app, rather than serving more traditional static banner ad formats.

“More and more brands are realising the reach and targeting capabilities mobile advertising offers, and understand it needs to be treated completely differently to the online environment. It is essential to select engaging formats that complement the device and provide a reason for the consumer to engage. This is exactly the type of application that we’ve been waiting for as a media industry.”

Vouchercloud MD Greg Le Tocq says the company chose to work with 4th Screen because it understood the sensitivities of introducing mobile advertising into the app.

“The mobile advertising channel is delivering great results for brands utilising the channel and we already know that money-off coupons and promotions increase footfall and sales in retail outlets, cinemas, cafes and such,” says Le Tocq. “For us, it’s all about introducing ad formats that deliver a better user experience and that add value.”

Nearly half a million consumers have downloaded the vouchercloud app since its launch in February and downloads are currently running at the rate of 100,000 a month. The latest version of the app, uploaded this week, includes new sections offering loyalty schemes and personalised offers. Further announcements on partnerships with blue-chip brands are also expected shortly.