mCanvas launches programmatic high-impact advertising for mobile

Experiential storytelling ad platform for small screens mCanvas has announced that it will start selling its proprietary high-impact ad formats — Scroller, Sticker, Spotlight, Streambox — programmatically.

With the move, the company is bringing its engaging and immersive sensor-rich ads to the programmatic world and offering advertisers to programmatically buy high-impact and custom-sized ad units that are non-intrusive, user-initiated and solve the banner blindness problem.

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For the launch, mCanvas partnered with Max Fashion (Lifestyle International) and Webchutney to run all four of its ad formats programmatically. Each ad format had a custom creative to meet the different needs of the brand. The expandable ads got users to scratch the screen to reveal an offer while the full-screen non-expandable ad drove visits to the advertiser’s website. The outstream ad format got users to watch the campaign’s video voluntarily unlike pre-roll ads.

Vishal Rupani

Vishal Rupani, Co-founder and COO of mCanvas, said, “Over the last three years, mCanvas has executed direct campaigns for 270+ Global and Indian brands using its rich media and outstream video ad formats on premium mobile web inventory. With an increasing interest from the industry in running programmatic ads, we are thrilled to offer our solutions programmatically as well. We want to put buyers in full control of their spends transparently.”

mCanvas’ Creative Studio creates all creatives in-house and provides tags to buyers who can then buy programmatically via DBM, AppNexus and MediaMath. More DSPs will be integrated in Q4 2018.

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