SCA AdLab to push innovation in ad units

Rachael Micallef
By Rachael Micallef | 17 May 2016

Southern Cross Austereo (SCA) has launched a lab focused on the ideation, concept building and production of digital ad formats as part of its offering for advertisers.

The AdLab is a mobile-first technology unit focused on building innovative ad products for clients and agencies.

SCA is the 9th biggest mobile digital publisher in Australia according to Nielsen and its director of digital sales and operations, Steve Brown says that it's important that the company continues to bolster its offering.

"The last few years have seen creative HTML5 ad units grow in interactivity and flexibility and are now critical to most mobile display campaigns,” Brown says.

"Additionally, we have seen a demand for distribution of video content across mobile which has been at the core of our own development process.”

Brown adds that AdLab will specialise in HTML5 as it looks to build cross-screen ads “with impact”. It will also work alongside other SCA units including its sales and operations team and The Studio, in order to build cross-device media solutions.

Publishers have looked to build higher quality and more engaging ad units for online in the last few years as the issue of adblocking has emerged as a bigger issue for advertisers. In 2014, Adobe and PageFair estimated that 150 million people globally used adblocking code.

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