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Vserv launches native ad format, Aqua Native

By afaqs! news bureau , afaqs!, New Delhi | In Digital | January 22, 2015
The new format aims to deliver seamless, non-intrusive ad content with higher CTRs.

Mobile marketing firm Vserv has launched Aqua Native, a dynamic native ad format powered by the Smart Data platform. It is designed to facilitate a seamless experience for consumers on mobile, inclusive of ads. It displays ads that are customised as per the environment, design and layout of the app or site and, as a result, are able to retain consumer attention and reduce ad fatigue. This, in turn, leads to a higher average click-through rate (CTR) for the publisher.

Mobile Native Ads

Prashant Dixit

A statement from the company states that 25 per cent more consumers tend to notice native ads, thereby resulting in better conversions. A native ad makes sense for publishers who are trying to grab the consumer's attention.

Prashant Dixit, VP - global data and supply partnerships, Vserv says, "Vserv Aqua Native is a fluid ad format which can deliver 5,760 different permutations of an ad to be displayed on the app or site. In addition to this, Vserv Aqua Native also allows publishers to fully customise the ad based on their requirement."

Says Radhika Shukla, head - digital media products, The Hindu, "Today's multi-screen consumer prefers advertisements that do not disrupt the browsing experience. Vserv Aqua Native will enable us to provide more fulfilling experience to our customers and hence we are indeed very optimistic about working with Vserv in this endeavour."

There are others who are looking forward to working with Vserv. "We believe that native advertising allows for a far deeper and richer level of engagement with users. Using the platform will help us serve our customers better," adds Eugene Kudinov, business development, HeroCraft.

Vserv delivers smart data-led results to marketers, app developers, telcos and data partners. Founded in 2010, Vserv has 500 million+ unique user profiles and a global footprint with offices across the US, UK, South Africa, India, Singapore, Thailand, Indonesia, Malaysia, the Philippines and Vietnam.