New Study Finds Mobile Advertising Increases Violet® Iodine Brand Awareness Dramatically

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Study by Sled finds mobile ads have powerful influence on consumers

Sled a mobile advertising firm, announced today that a study found awareness of BioPharmX Corporation’s Violet® iodine brand soared among consumers exposed to the brand’s mobile advertising.

The first-of-its-kind study found a 77 percent increase in awareness of the Violet brand among consumers exposed to Sled mobile advertising, compared to a control group. The awareness rate increased by 140 percent among individuals who spent longer than 9 seconds with the ads.

“The significant increase in consumer awareness identified by this study suggests that mobile advertising may engage consumers more effectively than more traditional marketing,” said Anja Krammer, president and cofounder of BioPharmx, a specialty pharmaceutical company focused on dermatology and breast health. “As a company that embraces innovation in all we do, BioPharmX is enthusiastic about the promise of mobile consumer marketing that breaks through the media clutter.”

Sled, a pioneer in the production of mobile advertising that is designed to engage consumers,
created an advertisement to support the launch of Violet iodine, a daily, hormone free supplement that alleviates menstrual related breast discomfort and promotes breast health*. The ad featured a slideshow and video functionality.

The campaign ran on Bustle.com, a Sled partner site that provides news, entertainment, lifestyle, and fashion information for young women.

Analysis of the Violet ad found that the average consumer spent 4.13 seconds with the spot and that 11 percent of consumers spent seven seconds or more with the ad. In total, consumers spent over 1,400 hours with the Violet brand during the campaign.

Emergence of a New Product

“This research galvanized our belief in time-based advertising and has informed the ongoing development of our time-based advertising product, Parsec” said Marc Guldimann, CEO of Sled. “The team at BioPharmX has been pioneering this concept with us for quite some time and it’s exciting to see it come to fruition.”

Today most media is bought on a CPM basis, which means the advertiser pays every time an ad loads on screen. This is problematic because it values all ads the same, no matter how long they are seen or how much attention they garner. The advantage of time-based advertising is two-fold, the time spent with a politely interruptive ad is an easy way to measure creative impact and the advertiser only pays for the amount of attention captured.

Time-based media has the potential to revolutionize digital advertising by aligning the interests of all parties in the ecosystem. Since advertisers only pay for the time that a consumer spends with their message, publishers and technology providers in the advertising value chain are aligned to deliver the attention that brands require to get their message across.

Sled’s new time-based media product, Parsec, was launched in the late summer and has been met with a very positive reaction from the industry.

"Time-based models have the potential to transform the media landscape. There is much less risk when purchasing media on metrics that are tightly coupled with attention" said Bill Demas, former CEO of digital marketing hub TURN and current Sled Advisor. "I look forward to seeing what Sled's platform can deliver."

About Sled Inc
Sled was founded in 2014 by industry veterans from Google and Spongecell and has offices in New York City and Pittsburgh. Their namesake format helps publishers monetize audiences with polite yet impactful advertising experience for over 30 top publishers. There's no code on page, formatting of content, skinning of sites, close buttons, 3d rotating boxes, adhesion or other funny business with Sled - just 100% in-view high impact impressions, inspired by the full page magazine ad.

For more information on Sled, visit http://www.sledmobile.com or email go(at)sledmobile(dot)com.

About BioPharmX™ Corporation

BioPharmX Corporation (NYSE MKT: BPMX) is a Silicon Valley-based specialty pharmaceutical company, which seeks to provide products through proprietary platform technologies for prescription, over-the-counter ("OTC"), and supplement applications in the health and wellness markets, including women's health and dermatology. To learn more about BioPharmX, visit http://www.BioPharmX.com.

*These statements have not been evaluated by the Food and Drug Administration.
This product is not intended to diagnose, treat, cure or prevent any disease.

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Zach Kubin
Sled
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