Adtile: How It’s Disrupting Mobile Advertising
You know what it’s like to be immersed in an app only to be interrupted by an irritating pop-up or seemingly out-of-place advertisement. Nils Forsblom had the same experience time and time again, so a couple years ago he asked himself what he could do to change the sphere of mobile advertising, an industry that had not yet optimized. “The landscape for mobile advertising is so fragmented, between bidding platforms, retargeters, and agencies,” says Forsblom, “It looks a lot like a stock exchange to me.”
Confident that this landscape could be enriched, Forsblom created Adtile, an all new mobile advertising experience. Adtile’s mission is to make mobile advertising more elegant, user-friendly and meaningful. But what really sets it apart from the other players in mobile advertising?
“I didn’t think about the advertiser first; I thought about the end user first. If the end users will interact with the ‘ad’ – I don’t even call them ads, I call them experiences – they don’t see it as advertising. If you get that part right, it will resonate back to the publisher and the advertiser. The philosophy of what we are doing is highly technical but also very human-centric.”
The beauty of Adtile is that it’s not invasive, rather it’s inviting. Its advertising is an option and all you need to do is tap a certain element of the application to bring the ad to life. Whenever you opt in and choose to view the ad, to get back to the app you simply swipe. Adtile’s mobile advertising is in the context of the application which makes it a much more optimal experience for the user.
Just a few weeks ago, Forsblom and the Adtile team introduced Motion Ads, a revolutionary twist on mobile advertising. Adtile Motion Ads feel like tiny native applications with utility and functionality embedded into them. They take advantage of the smartphone’s GPS, gyroscope, motion coprocessor, accelerometer and digital compass. Motion Ads do not track users’ cookies or do any geo-planning, which may be surprising to some users. They have, however, established a technical partnership with Yelp to support location-based functionalities through their powerful API.
“Nobody really knows where mobile should be and where mobile should be going. The [advertising] industry has gotten lazy by not innovating out of their own comfort zone; there’s so much they can do with mobile. What they’re doing now is making money because they know how to do that effectively. The end user is not their problem.”
Luckily for us, Adtile has proven to truly care about our experience and opportunities as consumers. With the end user as its top priority, that means we are reaping the benefits, and so are the advertisers and publishers that choose to make their brands a part of the Adtile experience. Everything is customizable; as long as it’s appealing for the end user, it’s going to be appealing to the site itself. Adtile helps publishers and advertisers gain a new way of understanding, and it’s also a way of looking at a new side of the coin. They simply think of mobile and how people behave.
“We went to a space that is hurting badly and tried to find solutions, and what we’ve created is very delightful. Every time we showcase the Adtile experience to a new publisher or brand they love the beautiful user interactions and simplicity. It tells me, ‘maybe we’re onto something.'”