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Tribal Fusion set to open Italian presence with Firefly Video offer


By The Drum Team, Editorial

March 5, 2012 | 2 min read

Global advertising provider Tribal Fusion, owned by exponential, is to expand into Italy with the launch of its engagement product Firefly Video to the market.

The company has also hired Elisa Lupo from Vibrant Media, as sales director to support the Italian launch, where Firefly Video will be sold using a Cost Per Engagement model.

The service will target advertisers, who will be able to include multiple videos, product information, games, e-commerce facilities and social sharing through the engagement product.

Pascal Zahner, managing director, EMEA of exponential, commented: “Brands need to increasingly connect with their prospective consumers in digital media, as that is where their target audience is spending their time. Firefly Video is going to be important in answering that need. The interactive nature of the product makes it more engaging for the user and provides a true experience with the brand that hasn’t been seen in the online advertising market in Italy before.”

Lupo added: “Campaigns on Firefly Video introduce a teaser ad that transforms on user roll-over into a high-impact unit in which advertisers can create a branded, bespoke experience that can include, for example, high-res video, social media links, games, live-streaming, booking engines.”


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