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FORBES: American Express Looks To Shake Up Mobile Advertising

FORBES: American Express Looks To Shake Up Mobile Advertising

Zumobi and American Express have partnered on bringing their ‘The Membership Effect’ campaign to the mobile space.

It’s a natural partnership. Both businesses believe in the untapped potential of mobile advertising: that the golden opportunity presented by the technology to fully engage mobile users is squandered on the old display ad paradigm. American Express identified in Zumobi’s ZBi platform the only mobile ad platform capable of delivering the breakthrough performance & interactivity their creative vision demanded.

However, while the market is catapulting forward, American Express believes the content and quality of ads simply is not keeping pace.

So they are partnering with Zumobi who, as per their website “power the very best mobile apps and advertising experiences through an array of advanced platforms for media companies.” Their goal is to shakeup the mobile ad norm with their mobile campaign which is part of their overall Membership Effect Campaign that launched earlier this year.

The campaign, which is being officially launched today, will create rich experiences for smartphone users personalized to their interests and spending habits plus combine video, user generated content, and social media on smartphones. The campaign will also create a tailored timeline of images customized to each user. Based on responses to a set of interactive prompts in the experience, users can also create a personalized panorama that is tailored to their interests in shopping, dining, electronics or travel.

"Louis Paskalis, Vice President of Global Media, Content Development and Mobile Marketing, American Express: “We are thrilled to be tapping into Zumobi’s incredible creativity and expertise in developing innovative mobile ads that make full use of smartphones’ native capabilities across their Brand Integration (ZBi) ad platform. They are enabling us to truly bring The Membership Effect campaign to life by creating a highly interactive and personalized brand experience for Cardmembers.”

Read the rest of this article here.

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