Tapjoy is a mobile app platform which maximizes mobile engagement and monetization for leading advertisers and app developers.
Meghan McAdams, VP of national brand sales at Tapjoy, discusses the winning of the ThinkLa Idea award for best mobile campaign. It won best mobile campaign because they developed, with Fox Theatrical for their move Ferdinand, three different creative executions which were all gamefied. The consumers had the ability to watch a Ferdinand trailer and engage with one of three different gamified end card experiences. Which saw a 90% video completion rate and digital engagement of 30 seconds.
The trends that Andy Chandler, vice president EMEA has seen over the past couple of years is the mobile app ecosystem coming into the fold, with 50% of time spent digitally now in app rather than desktop.
Tapjoy has been focusing on creativity because brands are starting to realise the power of a mobile gaming environment. Brands entering this space expect to have the option to use all types of creative.
Programmatic is another big area and for Tapjoy it's crucial to be able to target audiences wherever they are, where they are spending their time and be able to choose the best performing ad units.