Twelvefold Extends 'Spectrum' Ads To Mobile
Twelvefold Media (formerly BuzzLogic) has brought its Spectrum ad platform, which targets display ads at the page level based on topic, audience and social activity, to the mobile realm. The company says its Spectrum for Mobile solution will allow more precise targeting on smartphones and tablets than is typically available today.
It notes that traditional mobile ad solutions target audience based on categories such as automotive and “lifestyle” in-apps like Angry Birds and FarmVille, or targeted to keywords such as “healthy snacks.” But through its page-level targeting, Spectrum for Mobile would be able to match ads to more specific content such as, “easy-to-make, healthy snacks for kids that contain whole wheat and are loved by moms.”
Twelvefold says the growth in online traffic originating from mobile devices led to its efforts to extend Spectrum beyond the desktop Web. Spectrum for Mobile ads are compatible with Android and iOS systems, and are formatted by device. So an ad served to a smartphone might appear at the bottom of the screen but display directly within a page viewed on a tablet. A video walkthrough of the new ad offering can be found here.