Celtra Puts Rich Media Into Facebook Mobile Advertising

Celtra, a provider of mobile rich-media advertising and analytics, debuted Rich Media Post for Facebook.

The vendor boasts that this offering creates mobile ad content that foster relationships with fans that extend beyond social media.

Rich Media Post for Facebook allows advertisers to use Celtra’s AdCreator platform to build HTML5 rich-media units customized for mobile users of Facebook, which incorporate smartphone and tablet capabilities such as touch screens, gyroscopic features, and location.

The platform taps into Facebook mobile users’ social graphs to personalize content and allow them to share interactions with their friends.

Celtra’s AdCreator Analytics allow marketers to monitor the effectiveness of their campaigns. The company said content created with Rich Media Post for Facebook is designed specifically for mobile platforms and HTML5 browsers, but will work across all screens.

Participating advertisers in the launch of Rich Media Post for Facebook include Angry Birds, AT&T, Dunkin’ Donuts, Macy’s, Mars Chocolate North America, and Paramount Pictures.

Dunkin’ Donuts tapped Celtra’s new technology to allow mobile visitors to its Facebook page to build their own drink in a 3D environment, selecting their coffee variety and watching the cup fill while their device vibrates, and then adding dairy and sweetener options and sharing their creations with friends.

Macy’s, meanwhile, used Rich Media Post for Facebook to launch its “Follow Your Heart” initiative, whereby users are encouraged to “Send a Valentine heart to your loved one,” and hearts can be posted on users’ walls or sent to their friends, along with short, customizable messages.

Celtra Co-Founder and Chief Product Officer Matevz Klanjsek said:

Quality user engagement has always been at the heart of what Celtra does for its customers. We’ve always had a laser focus on a superior user experience and delivering real value for brands and agencies, and now we’re bringing that expertise to the Facebook ecosystem.

Rich Media Post fits seamlessly into the Facebook experience and gives users real value by letting them literally touch the brands they follow.

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