Company: Celtra, Inc. , Boston, MA
Company Description: Celtra empowers agencies, media suppliers and brand leaders alike with an integrated, truly scalable cross-screen HTML5 technology for brand advertising on smartphones, tablets and desktop. AdCreator 4 is built to run large-scale and complex campaigns. It’s a single platform for streamlined ad creation, performance optimized serving and consolidated reporting with common metrics across all screens
Nomination Category: Products & Product Management Categories
Nomination Sub Category: New Product or Service of the Year - Software - Marketing/Public Relations Solution

Nomination Title: Celtra Social Rich Media

1. Tell the story about this nominated product or service (up to 525 words). Describe its function, features, benefits, and performance to date:

With more and more users spending their online time on social networks, marketers increasingly look for opportunities to reach their audience within these social environments. At the same time, they look to move beyond the impressions and clicks paradigm to communicate with consumers in a much more meaningful way. By introducing the cutting-edge Social Rich Media (SRM) product to the market, Celtra offered a solution that enriches brands’ social media conversation with immersive HTML5 rich media experiences delivered directly to social media mobile feeds. Advertisers could now leverage the full capabilities of AdCreator, Celtra’s award-winning integrated platform for cross-screen display advertising, to produce enticing Social Rich Media ads, which can be published on Facebook and Twitter.

SRM is a product available within AdCreator, a platform that enables marketers to create, traffic, track, and manage HTML5 display advertising campaigns with ease and with maximum impact. SRM is designed to work perfectly and seamlessly with Facebook and Twitter’s native ad products. After creating a SRM ad in AdCreator builder, it can be published on both social networks via Facebook’s Promoted Posts or Twitter Cards. When smartphone or tablet users tap on a post or a card, a fullscreen, device-agnostic HTML5 SRM ad unit opens inside the social network app, engaging the users in a native and seamless experience.

Building SRM ads with AdCreator gives marketers complete creative freedom and immense flexibility to produce the right content without any template restrictions. Designing for and achieving a specific mid-funnel marketing goal is easier than ever with over 30 plug and play components and more than 150 ad features. Whether it’s interest, consideration, intent, or direct response, SRM is the best choice for consumer engagement on social networks. Celtra SRM is aware of the devices your audience is using. iOS or Android, smartphone, tablet, or desktop, it always makes sure to display the right content appropriately. The detailed analytics with over 20 meaningful engagement metrics let marketers follow each step of their audience in real-time through a comprehensive and intuitive dashboard.

An engagement study by Celtra, which compared the performance of 32 campaigns running on AdCreator, proved that mobile rich media ads and social networks are a winning combination for consumer engagement. In comparison to the already strong-performing standard rich media campaigns, social media networks have proved to be a more engaging environment. On average, SRM campaigns had 4x higher ad engagement rates, 2x higher ad engagement times, and 16x higher ad journey completion rates.

Before the official launch of SRM in Q2 2013, when the product became a fully integrated part of Celtra AdCreator platform and available on a self-service basis, we did a pilot project where we worked with several big brands, including Dunkin' Donuts, Macy's, Coors, Angry Birds, and Paramount.

The results were nothing short of amazing, and the stellar performance continued after the official launch for brands such as Unilever – Magnum, Mondelez – Cadbury, Beam Inc. – Maker's Mark, and many others.

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2. Provide a brief (up to 125 words) biography about the leader(s) of the team that developed this nominated product or service:

Matevz Klanjsek, Celtra’s co-founder and Chief Product Officer, sets the company’s overall product strategy and is responsible for product design and development. With 15 years of digital advertising experience, he spearheads Celtra’s product innovation. He is a pioneer in mobile advertising, having conceived and designed some of the most innovative solutions in the industry including Celtra's award-winning AdCreator platform, and developed many groundbreaking ad products, such as Rich Media Post for Facebook and a new generation of ad formats for Angry Birds.