The first challenge that we set out to solve when we started Spongecell was to figure out how to make it easy for consumers to move relevant content from a transient place on the web into a permanent one in their lives.  It has always been our mantra to take the interest that is created by content on the web and find an easy way for consumers to convert that interest into real-world participation.  Since we’re all more likely to do things when we have a social connection to them it’s natural that we would want to tell our friends, through email and social networking platforms,  what we’re doing.  That correlates directly to interest as placing that content into one’s cellphone, social network or calendar makes one that much more likely to participate in it offline.

It is this thesis that has us and our advertisers so psyched about our Rich Media Ads platform.  I grabbed this from Brad Burnham’s post on Meetup:

“for the web to have a greater impact going forward it will not only have to touch the real world, it will have to reach real people.”

This really is one of the key tenets of our offering.  Display advertising is such an incredible way for brands to reach interested consumers, but for too long the only option within display ads was just to click through to learn more or engage further.  In our eyes, the real opportunity for all brands and advertisers in using display ads is reaching people with relevant content, and then giving them an easy way to pull that content into their lives.