Sizmek (NASDAQ:SZMK), the open ad management company for multiscreen campaigns, today announced a partnership with sponsored data experts Datami which will greatly expand the emerging and low-spend market reach of mobile video ads served through Sizmek’s next-generation open ad management platform, MDX-NXT.
Datami’s technology enables brands and agencies to use mobile video to effectively engage even the most cost-sensitive consumers by subsidizing their mobile data usage, and because consumers’ data is being sponsored, they may be less likely to employ an ad blocker on their device.
The partnership will integrate Datami’s solution into Sizmek’s global offering, allowing brands to leverage Sizmek MDX-NXT’s industry-leading data collection and activation capabilities to bring mobile video content and advertising to cost-constrained consumers worldwide.
The first campaigns will run over mobile networks in Brazil, with expansion to additional markets later this year. Datami has established relationships with leading mobile operators across six continents, enabling advertisers to reach more than 1.3 billion mobile consumers.
For billions of mobile users held back by the cost of pre-paid data plans, sponsored data offers affordable access to a wealth of previously unavailable mobile video content and services, dramatically boosting mobile video consumption.
“The spread of toll-free data to cost-constrained consumers in all markets will accelerate the participation of more of the world’s population in the content flows and conversations of their time,” said Harjot Saluja, CEO of Datami. “Datami is now shifting the cost of digital-content delivery away from consumers, dramatically widening access to that content, and we’re proud to be working with Sizmek to deliver these ads.”
Startups and emerging brands can utilize Sizmek’s platform to jumpstart their business, while bigger brands can continue to expand their global reach and engage with consumers in growing markets.
“It’s like broadcast television. You buy the set, in this case a mobile phone, and advertising covers the cost of delivering the content to you. It’s a familiar model that democratizes information and makes it accessible to people of all income levels,” said Neil Nguyen, CEO of Sizmek. “We’re excited to be working with Datami to pioneer this new approach first in LATAM, and then world-wide.”
Datami enables enhanced mobile engagement for brands while allowing operators to scale their mobile marketing business, and consumers to access and earn mobile data. By combining real-time customer data from operators and brands with an unparalleled range of network-aware mobile marketing solutions, the Datmi OMS platform delivers sharp increases in click-thru rates and in-app daily active usage and conversion. Datami is able to reach more than 1.3 billion mobile customers globally and is rolling out service with leading mobile operators across six continents. Datami is privately held with investment from private investors and some of the largest mobile operator groups in the world.
Sizmek Open Ad Management brings freedom of choice to end-to-end advertising. With a single point of access to the best technology, data, and strategic guidance—and the flexibility to choose solutions that fit their strategies—more than 42,000 advertisers, agencies, publishers, and trading desks create inspiring, seamless advertising campaigns that connect them to their customers around the world easily and effectively. Open and independent, Sizmek’s wide range of technology and data is bolstered by integrations with more than 100 partners providing leading solutions for attribution, data management, audience measurement, search engine marketing, creative authoring, and more. Sizmek operates in more than 70 countries, with local offices providing award-winning service throughout North America, EMEA, LATAM, and APAC.