MAM
Exponential Interactive relaunches Firefly Video
MUMBAI: Exponential Interactive, the global provider of advertising intelligence and digital media solutions, has relaunched its brand engagement video advertising solution Firefly Video.
The launch includes two new ad units, Glow and Illuminate, which are designed to drive consumers to actively choose to watch a brand’s video content.
According to the company, campaigns using the new Glow unit have delivered an average of almost 1.5 times the average time spent (ATS) of previous units, while campaigns using the full-featured Illuminate format delivered an average of twice the ATS. Average engagement rates are more than 1 per cent, it added.
Firefly Video is offered on a cost-per-engagement (CPE) model, meaning advertisers pay only when a consumer actively chooses to watch content. Both units require prolonged user rollover on the teaser video to spark expansion of the unit and sound. Combined with CPE pricing, this ensures advertisers are only paying for the Active Attention of their prospective customers.
Firefly Video is powered by Exponential‘s e-X Advertising Intelligence Platform, which enables advertisers to target against a taxonomy of 50,000 different user interests and intentions at scale.
Exponential‘s premium publisher network reaches more than 450 million unique monthly users worldwide. This means brands can combine the power of video advertising with the scale and audience targeting only available in ‘traditional‘ online display advertising. An automotive advertiser, for example, can choose only to reach people to have indicated an interest in buying a car, or people who have recently visited their site. By leveraging their long-form video or TV ads, they can then engage with their prospective customers with their most impactful advertising format.
Joe Gallagher has been appointed as general manager of Firefly Video to lead the newly formed division.
Gallagher also held management positions at Dow Jones, Tribune Company and Real Media. He said, “These new units, combined with a cost-per-engagement pricing structure, guarantee advertisers the Active Attention of their intended users. Brands know that the users viewing their content have chosen to do so, and they know they only pay when that happens. With strong video content constantly available to brand advertisers, along with the added features of social sharing, multi-video content and product information, Firefly Video delivers a strategically advanced platform to reach and engage their prospective customers.”
“Compelling video, delivered to the right eyes and ears, has more power to drive brand interest, consideration and overall awareness. Firefly Video offers opt-in engagement solutions that cater to consumers’ interests, ultimately providing stellar results – at great value using our advertiser-centric pricing system — for brands,” he added.
As homes evolve to reflect a growing focus on wellness, hygiene, and long-term durability, the materials we choose are coming under sharper scrutiny. It’s no longer just about how a space looks, but also about how it performs under daily use. From accidental spills in the kitchen to everyday wear in living spaces, the right materials can make the difference between a home that simply appears clean and one that actively supports healthier living.
Across categories like paints, surfaces, and furniture, there is a clear shift towards solutions that minimise toxins, resist stains, and are easier to maintain. Here’s how thoughtful material choices can help create a home that is both beautiful and better for everyday life.
Cleaner Walls: The Shift to Low-VOC Paints
Walls cover the largest surface area in any home, making them a critical factor in indoor air quality. Traditional paints often contain high levels of Volatile Organic Compounds (VOCs), or chemicals that can release harmful fumes long after application. These emissions are known to contribute to headaches, respiratory irritation, and long-term health concerns, particularly in enclosed spaces.
This has led to a growing preference for eco-friendly paints, which are formulated using natural, non-toxic, and sustainable materials. With low to zero VOC content, these paints significantly reduce indoor air pollution and create a safer environment for families, especially children and the elderly. Water-based formulations are another key advancement, as they limit the use of hazardous solvents without compromising on finish or durability. Brands like Nippon Paint have introduced eco-friendly, child-safe paint ranges that align with this shift towards healthier interiors.
Beyond composition, finish also plays a role in maintenance. Satin, eggshell, and semi-gloss emulsions are increasingly preferred for interiors, as they are less absorbent and more resistant to stains, making walls easier to clean and maintain over time.
Hygienic Surfaces: Where Performance Meets Everyday Living
If walls influence air quality, surfaces, especially in kitchens and children’s bedrooms or play areas, directly impact hygiene. Interestingly, studies have shown that kitchen surfaces can sometimes harbour more bacteria than bathrooms, largely due to frequent exposure to food, moisture, and spills.
This makes the choice of countertop and surface material particularly important. Porous materials can absorb liquids, leading to staining and potential bacterial growth over time. In contrast, non-porous surfaces offer a more hygienic alternative, as they prevent absorption and are easier to clean.
Engineered quartz surfaces have emerged as a strong solution in this space. For instance, offerings from Specta Quartz Surfaces are designed to address both hygiene and durability concerns. Being non-porous and impenetrable, these surfaces do not absorb liquids, making them resistant to common household stains such as tea, coffee, turmeric, or juice. They also offer ease of maintenance, as most spills can be cleaned with a damp cloth, and occasional use of mild soap is enough to restore the surface.
Additionally, they are NSF and GreenGuard certified, proving that these surfaces are safe for direct food contact and do not support the growth of bacteria, mould, or mildew. This is particularly relevant in Indian kitchens, where cooking often involves heavy use of spices, oils, and frequent cleaning.
Smart Furniture Choices
Furniture is another area where material choice plays a crucial role in maintaining a clean and healthy home. Sofas, chairs, and wardrobes are constantly exposed to dust, spills, and daily wear, making durability and stain resistance key considerations. Fabrics like microfiber, leather, and synthetic blends like polyester or olefin are becoming popular for upholstered furniture. These materials are designed to repel liquids, resist scratches, and withstand regular use, making them ideal for households with children or pets.
Brands like Orange Tree offer furniture that combines aesthetic appeal with practical material choices. Laminates from companies like Century Ply are now designed to be stain-resistant and durable, making them suitable for wardrobes, cabinets, and seating. These finishes not only enhance longevity but also reduce the effort required for daily upkeep.
Designing for Long-Term Well-Being
What ties these material choices together is a broader shift in how we think about our homes. Cleanliness is no longer just about routine maintenance, it begins with selecting materials that are inherently easier to maintain, safer to use, and more resistant to wear.
Low-VOC paints contribute to better air quality, non-porous surfaces improve hygiene, and performance-driven furniture materials reduce the stress of everyday living. Together, they create an environment that supports both physical health and peace of mind.
As modern lifestyles become more fast-paced, the demand for homes that are low-maintenance yet high-performing will only continue to grow. By choosing materials that can handle spills, resist stains, and stand the test of time, homeowners can create spaces that are not just visually appealing, but also fundamentally healthier to live in.
