EyeWonder Expands Mobile Offering

Gail Chiasson, North American Editor

Atlanta-based EyeWonder, a Limelight Networks‘ business and member of the Mobile Marketing Association, has announced a comprehensive mobile ad offering, which includes all MMA-recommended rich media, video and standard ad formats for select smartphones across U.S. carriers – AT&T, Sprint, Verizon, T-Mobile and U.S. Cellular – and full support for HTML5-based ads for iPhone and iPad.

EyeWonder provides interactive digital advertising technology and services that increase the value of inventory for publishers and improve the performance of advertisers’ interactive ad campaigns. The company recently provided the technology, delivery and services for several mobile ad campaigns, including work for U.S. Cellular on AccuWeather.com and campaigns on Pandora.

“With over five billion mobile subscribers worldwide and the explosive growth of smartphones in the market today, there are new opportunities for advertisers to reach consumers that haven’t been available before,” says Michael Griffin, executive vice-president marketing and strategic development at EyeWonder. “As a member of the MMA and Adobe’s partner program for Flash on mobile, EyeWonder continually collaborates with other industry interactive advertising leaders to establish standards that enable scalable interactive mobile ad solutions to provide advertisers, agencies, content publishers and networks the products and services vital to ensure all stakeholders a meaningful, efficient and effective mobile advertising market capable of delivering value and sustainable growth.”

EyeWonder’s mobile products include:

  • Expandable ad formats that function on all Javascript-enabled devices, including iPhone, iPod Touch, Blackberry Storm, Blackberry Curve 2, Android devices and Samsung Instinct;
  • Ads served within browser-based apps built for the above devices;
  • Video ads for iPhone and iPod Touch that play through the device’s player;
  • HTML5-based ads for iPhone and iPad;
  • Standard ads that run across smartphones and feature phones to accommodate mobile ad campaigns that combine rich and non-rich formats;
  • Measurability and engagement metrics including click-through rate, device type, expand/contract, carrier, impressions, number of video views, average time to first interaction, reach and frequency and total interaction rate;
  • All served from Limelight Networks’ global delivery platform.

U.S. Cellular’s expandable ad for AccuWeather.com’s mobile site was developed by creative agency Hal Riney, San Francisco, with media by Starcom. Urging users to click on the ad to ‘Upgrade to Android’, the unit appeared in an expanded state and then contracted after a few seconds.

EyeWonder worked with creative agency Glow Interactive, New York, to power an ad for the season premiere of SyFy Channel‘s Warehouse 13, which ran for a day on the homepage of New York Times‘ HTML5-based mobile website.

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