Mobile ad startup Adtile in partnership with SPH, secures fresh US$2m funding

MEDIA company Singapore Press Holdings (SPH) has entered into a partnership with San Diego-based mobile advertising startup Adtile to use its technology to enable deeper interactivity in mobile advertising.

SPH and Adtile said in a release on Tuesday that they will be using Adtile's Motion Ads in SPH's mobile advertising campaigns.

Adtile also announced that it has secured an an additional US$2 million extension round of its Series A funding from private investors.

Motion Ads makes use of a smartphone's multiple capabilities like the global positioning system (GPS), gyroscope and accelerometer to strengthen the interactivity of mobile advertisements.

The technology delivers an average of 30 per cent engagement rates, 23 second participation time and a click-through rate average of 5 per cent, said the startup in a press release.

Tan Su-lin, deputy head of the digital division at SPH, said: "We are excited to offer our brand advertisers such a dynamic storytelling tool for their mobile ad campaigns. With Adtile's Motion Ads, our mobile readers will no longer be a trapped passive observer, but instead they will become part of the creative and device agnostic experience."

The partnership comes as Adtile secures an additional US$2 million funding to refine and expand its existing research and development work.

The latest round of funding comes from unnamed investors, and is in addition to a previous round of US$4.5 million Series A funding it had secured two years ago, according to previous reports.

Adtile also announced that the US Patent Office has approved its patent on "multiple panel touch user interface navigation".