Members Updates

Mobile Embrace’s advertising arm 4th Screen re-brands to 1st Screen and launches interactive video product, i-VID

Tue, 19 Apr 2016

Mobile commerce company Mobile Embrace Limited (ASX: MBE) today announced its advertising arm 4th Screen Advertising has re-branded to 1st Screen as a result of the evolution of mobile and its commitment to being first in this multi-billion-dollar industry.

Peter Birch, Managing Director of 1st Screen, says: “Our re-brand more clearly represents the dominance of mobile today. Mobile is no longer the fourth screen; we are spending more time on our smartphones than any other device. It also represents how we wish advertisers to view mobile by seeing it as central to any marketing strategy given its ability to reach consumers in the right place, at the right time.

Our focus is to further consolidate our position in the market as a leading supply-side platform, underpinned by quality and engaging creative with unique targeting capabilities enriching each impression we deliver.

Recent figures from the Interactive Advertising Bureau (IAB) and Price Waterhouse Cooper (PwC) revealed that mobile advertising in New Zealand has increased by 122 per cent year-on-year[1].

“Mobile advertising is growing, and brands need to constantly innovate and adapt to the changing landscape. We have been at the forefront of the mobile advertising industry driving innovation and developing highly advanced targeting solutions and products for the past six years. Focused on achieving high engagement rates, we are specialists at leading the industry and ensuring a higher level of service, creative and transparency.”

Specialising in targeting and engaging mobile consumers, 1st Screen’s product suite includes creative, ad ops, tech ops and programmatic sales, and delivers bespoke solutions by connecting brands to carefully targeted audiences and environments and maximising engagement and viewability on mobile devices as a result. Furthermore, 1st Screen has now launched a new interactive video product, i-VID. As video is being consumed more than ever on mobile devices, 1st Screen has created an interactive video product incorporating three key elements; highly interactive video creative, within high impact display environments, PAT data overlay, and premium publisher inventory.

1st Screen’s made-for-mobile-tech platform enables brands to transparently reach and engage with their target audience, and is designed specifically to help publishers monetise their mobile inventory and feel safe in the knowledge that their content will be seen by the right people.

1st Screen was an early pioneer in mobile with a strong heritage from the United Kingdom. The experienced team will continue to lead the way and develop the mobile advertising industry in Australia and New Zealand through its advanced data solutions and award winning creatives. It has been innovating in the mobile advertising space for its clients, delivering a best in market offering while putting consumers first and it was time to represent this more clearly through the 1st Screen brand.

1st Screen’s unique audience targeting product, PAT, allows brands to gain access to a pre-qualified audience which delivers the highest results. Its offering isn’t limited when it comes to engagement, extending through creative, data and premium environments that allows advertisers to deliver engaging user experiences that drives customer acquisition, loyalty and awareness.

The new logo’s colour scheme reflects that of 1st Screen’s parent company, Mobile Embrace, and launches with a new website today.

For advertisers looking to understand how 1st Screen can help speed up your global growth or better manage your advertising spend, visit:



[1] IAB/PwC, 2016,