Bringing Video Ad Creativity to Mobiles Full-Screen Canvas: Digital Turbines Mark Slade Beet.TV

CANNES — Advertising creativity is celebrated each year at the Cannes Lions festival.

But ironically, when those same ads play out in digital media, they are often relegated to feeds, screen corners or other sub-optimal placements.

“Ultimately, we don’t allow that creativity to shine on the digital platforms,” complains Mark Slade, VP of Brand at mobile ad-tech company Digital Turbine, in this video interview with Beet.TV. “That for me is the biggest challenge around how digital displays this wonderful video creativity.”

Digital Turbine is a software company whose technology facilitates app discovery, user acquisition, and engagement for advertisers.

Digital Turbine’s in-app mobile ad formats aim to elevate creativity by mimicking the TV viewing experience. The ads take over the full screen, pausing the app’s content, whether it’s a game or a video, while playing out with the sound on.

“They stop the content, whether that’s the game that you are …