Fairfax Media has established a full-service mobile and tablet advertising unit, with the ability to produce technically and creatively customised mobile advertising for its clients.
The Mobile Creative Unit will sit under the publishers Digital Innovation Services (DIS) team and will be lead by mobile producer, Lucinda Burtt, who has been with Fairfax Media’s DIS team as senior digital designer for six years.
Also joining the team is digital designer Basten Val, who joins Fairfax as mobile creative designer from News Corp Australia.
Burtt and Val will report to Fairfax Media product director – digital innovation services, Adam Mather.
Of the new unit Mather said: “Fairfax Media’s strength in mobile hinges on our development of innovative and custom ad solutions for premium advertisers.”
“Our new Mobile Creative Unit allows us to not only offer comprehensive advertising solutions across our mobile and tablet platforms to a wide group of advertising clients, we can now build it for them too.
“I’m delighted that Lucinda will launch and lead the new mobile creative team within Digital Innovation Services. She and Basten will work closely with Fairfax mobile commercial sales and the wider Fairfax mobile team to take our in-house creative production offer to market,” he said.
Speaking to AdNews in December, Fairfax Media's commercial director Tom Armstrong explained that advertising on mobile, and especially native-in-stream advertising would be a major focus for the publisher moving forward.
It won’t be long before we're a mobile first company,” he said. “It's a huge area of focus for us. The small banner ads that we've seen to date just aren’t really getting any traction.”
“Getting new formats into mobile is going to be crucial, so we're focusing on that, high impact formats that are much bigger and much more eye catching, but also native advertising in stream as well, it's going to be a big focus for us.”
Burtt and Val take up their new roles immediately.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.