With more people turning to the screen in their pockets as their primary source of entertainment and news, it’s no wonder brands are looking to deepen their mobile capabilities to build better audience connections.
But until now, most companies have treated mobile as simply a performance platform, says Paul Brousseau, president of JUICE Mobile. Smartphone advertising is great for helping drive consumers to store, but some of the best brand-building methods – videos and static ads – have struggled on mobile. Video tends to be created to run across multiple platforms, not necessarily taking into account the mini screen size or portrait orientation, while banner ads have struggled on just about every medium.
That doesn’t have to be the case, Brousseau says, and that’s the difference JUICE hopes to make. The programmatic platform company “lives, eats, sleeps and vacations” with mobile on the brain, and offers a white-glove service for clients that takes the brand beyond the programmatic buying space.
The company’s Creative Studio department is staffed with mobile developers, front-end developers, designers, full-stack developers, animation specialists, copy writers, art directors and strategists, who can take charge of the mobile aspect of a brand’s marketing campaign. The staffers can work off of the initial AOR-led direction or develop their own concepts and create a completely custom build to work on mobile.
The result, Brousseau says, is a campaign that’s uniquely created to take advantage of smartphone’s capabilities – such as display that changes based on the direction someone is standing, campaigns that use the selfie camera option to engage audiences, or even ads that can talk back with consumers through the microphone. Coupled with the company’s unique access to premium content programmatically through ad exchanges and directly through the ad server, advertisers can serve up ad content based on a brand’s desired demographic or psychographic profile, location and more. The end result, a campaign that hits the right audience, at the right time, in the right context.
For example, working with Telus and its agencies, JUICE created an ad delivered to new customers that encouraged consumers to blow on their device. When they did, an animation was triggered, inviting consumers into the retailer’s learning centre locations so they could be “blown away” by the cool things their smartphones could do. Three quarters of people who saw the ad engaged with it, with more than 26,000 customers becoming aware of the new service. In the end, in-store appointments increased by 28%.
But it’s more than just offering up made-for-mobile creative. JUICE operates two separate platforms. Firstly, Swarm, operates like a traditional real-time-bidding platform specifically solving the complexities of mobile, but the second, Nectar, is a premium platform aimed at solving key concerns of CMOs: trust and transparency.
Unveiled in 2014, Nectar was the first-of-its kind in Canada, Brousseau says. It works outside the real-time-bidding ecosystem. Instead, JUICE partnered with more than 350 premium publishers across the globe to carve out a set of well-viewed inventory at a fixed rate. Brands then set their preferred CPM ahead of time on publishers’ inventory that fit their campaign goals.
The results, he says, is a transparent system for both advertisers and publishers, by allowing both sides to have clear visibility into which publications and brands are participating in the direct buy.
“It gives brands direct access to premium publishers – but in a way that can be done at scale,” he says. “It’s time consuming and complex to deal with each publisher individually. This lets you roll out a single campaign across multiple publishers in a matter of minutes.”
But until now, Nectar, which operates outside of real time constraints, has been limited in its location-based capabilities to city level only, unable to serve up ads to people on a more granular level. A limitation of the ad servers most publishers use to serve ads.
JUICE has addressed this issue with a deal they announced in Cannes. The Toronto-based company expanded their existing partnership with Los Angeles-based Factual to leverage the firm’s industry leading mobile data directly into Nectar.
The partnership layers in Factual’s historic behavioural location information, which will allow clients to better target consumers – including on a location basis, Brousseau says.
“As a CMO, brand safety can be a deterrent of mobile advertising,” he says. “But one of the huge advantages of mobile is to be able to target based on location. Now, we can assure brand marketers that their ads are being seen, on publishers that consumers trust, when they’ve been in locations that makes the most sense.”