JUICE Squeezes the Best out of Mobile

Our President, Paul Brousseau, sat down with Media in Canada to discuss our winning programmatic strategy and explains how mobile is so much more than just a performance platform for brands. Click here to read the full article.

“With more people turning to the screen in their pockets as their primary source of entertainment and news, it’s no wonder brands are looking to deepen their mobile capabilities to build better audience connections.

But until now, most companies have treated mobile as simply a performance platform, says Paul Brousseau, president of JUICE Mobile. Smartphone advertising is great for helping drive consumers to store, but some of the best brand-building methods – videos and static ads – have struggled on mobile. Video tends to be created to run across multiple platforms, not necessarily taking into account the mini screen size or portrait orientation, while banner ads have struggled on just about every medium.

Smartphones are at the centre of everything JUICE does.

That doesn’t have to be the case, Brousseau says, and that’s the difference JUICE hopes to make. The programmatic platform company “lives, eats, sleeps and vacations” with mobile on the brain, and offers a white-glove service for clients that takes the brand beyond the programmatic buying space.

The company’s Creative Studio department is staffed with mobile developers, front-end developers, designers, full-stack developers, animation specialists, copy writers, art directors and strategists, who can take charge of the mobile aspect of a brand’s marketing campaign. The staffers can work off of the initial AOR-led direction or develop their own concepts and create a completely custom build to work on mobile.

The result, Brousseau says, is a campaign that’s uniquely created to take advantage of smartphone’s capabilities – such as display that changes based on the direction someone is standing, campaigns that use the selfie camera option to engage audiences, or even ads that can talk back with consumers through the microphone. Coupled with the company’s unique access to premium content programmatically through ad exchanges and directly through the ad server, advertisers can serve up ad content based on a brand’s desired demographic or psychographic profile, location and more. The end result, a campaign that hits the right audience, at the right time, in the right context…”

To continue to the full article – click here.