TabMo partners with Playground XYZ to expand creative options for advertisers

Anne Freier

In Mobile Advertising. August 31, 2018

TabMo, the mobile programmatic platform, has just partnered with rich media specialist Playground XYZ, in an effort to boost creative options for advertisers through its DSP Hawk.

Playground XYZ offers high impact ad formats that are designed to boost brand awareness and step up ad performance features such as viewability, engagement rate and video completion rate.

At the heart of the formats is a user-centric design. However, all ad formats are in compliance with the guidelines by the Coalition for Better Ads.

“Smartphones offer unprecedented opportunities for brands to engage with consumers; they are highly personal and almost constantly in use,” explained Chris Childs, UK managing director at TabMo. “As an industry, we haven’t made the most of this and mobile ads are all too often unmemorable or annoying – or both.”

The company hopes that in partnership with Playground XYZ it can boost its creative offering and give clients access to additional ad formats whilst also growing its publishing inventory. In return, TabMo’s agency relationships will come in handy for Playground XYZ.

“Brands and agencies are very advanced in the way they think about strategy, data, targeting and even messaging on mobile,” added Ben Dimond, Head of EMEA at Playground XYZ. “We’re here to make sure all that great work doesn’t fall short at the ‘final mile’ – the actual ad that users see. By creating eye-catching and attention grabbing formats we help advertisers supercharge their spend; working with TabMo allows these clients to scale this proposition across its Hawk platform.”

Together, the companies hope to address the mobile marketing potential in the industry with 54% of marketers still lacking a clear mobile strategy according to research by Warc.