Headquartered in New York City, Pictela was founded in December 2008 with the mission of making premium digital advertising scalable and in real time. Two years later, in December 2010, AOL acquired Pictela to be the technology platform that powers its Project Devil advertising — content rich ads that drive user engagement. While AOL is Pictela's largest client, Pictela provides its platform and services to a wide range of agencies and publishers and is run as a separate business unit.
Telling a brand's story is something marketers have always done. Today, on the web, these stories can be told anywhere — with sight, sound, and motion. Unfortunately, this content tends to sit locked up on brand websites. Why not take advantage of all the web can offer by taking that rich experience and delivering it with digital ads — so that consumers can connect with a brand wherever they happen to be.
We support almost every form of brand content, from high definition videos to high resolution photography; from coupons and maps to RSS and social feeds.
Content Management System
The Pictela Management Center, or PMC, is Pictela's cloud-based web interface where a brand's content is uploaded, organized, and turned into ads. Thus the PMC becomes the central console that dictates which content is served into which ads. At any time, in real time, the content experience delivered can be changed and updated without the need to re-traffic ad tags. The PMC's automated encoding feature supports full 1080p high definition videos in any number of formats. It also streamlines asset production by providing image editing capability right within the workflow.
The PMC also includes a full reporting suite that measures, in detail, how consumers are engaging with the brand content in the ad. Because the PMC supports serving into the browser, mobile and tablet environments, it allows for comparison and optimization of brand content across not only ad sizes but also ad screens.
Each of our ad formats has been thoroughly researched and tested to drive maximum engagement. These premium ads are built and organized around the concept of user-friendly, interactive applications. Within the PMC, there are 25 apps to choose from, including high definition video carousels, product showcases, RSS and social feeds, polls, quizzes, circulars and much more — all to deliver the desired brand experience into the ad. The platform also fully supports the uploading and delivery of custom Flash applications. Because the PMC powers each app, swapping assets or even applications within the ad is a breeze.
We know that 59% of people say they dislike online advertising, and that 75% don't want to click on ads that drive them away from the publisher page. So why create ads that force a disruptive experience on users?
Pictela's premium formats bring beautiful brand assets and functionality to digital display advertising in six standard sizes across hundreds of publishers:
300 x 1050 (Portrait)
300 x 600
970 x 90 (Pushdown)
728 x 90
160 x 600
300 x 250
Click here to see how with just one workflow, the same brand content can be delivered seamlessly across all ad sizes.
These consumer-centric, application-based ad units keep users on the pages they want to be on, while allowing them to interact with brand content.
Pictela's ad formats have standardized, design-driven layouts that result in proven, industry-leading engagement metrics. In addition to being beautiful, these units perform! Check out some fast facts about our 300 x 1050 Portrait unit:
7x more interaction than standard rich media
Pictela Portrait increases purchase intent 263%
Users look at Pictela Portrait ads 4x more often and 4x longer
Surpasses standard banner ad Video play time by 6x
The Pictela platform has moved beyond the browser with the introduction of our 320 x 50 expandable mobile unit. Running off the Pictela Management Center and the same workflow as the browser units, Pictela's mobile unit, upon expansion, gives the user the same rich app-based experience with high definition assets. As is the case with all our units, the content and apps within the mobile unit can be changed on the fly, in real time.
Like our mobile and browser units, Pictela's units for the tablet bring a brand's content and story to where the consumer is. From one workflow, the same brand content can flow across three screens and — with a push of a button within the Pictela Management Center — that experience can change instantaneously across our ad units for browser, mobile and tablet.
Pictela's ad units for tablet are 768 x 90 / 1024 x 90 expandable and 728 x 66 / 1024 x 66 expandable.
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