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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.

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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".