MobileAds.com has officially announced a partnership with Smaato, a global leader in mobile ad creation, to provide engaging HTML5 media ads to the budget conscious companies. High quality, interactive ads have long been used by big companies, with great success. These ads are very engaging and draw the attention of users much more effectively than text or simple image based ads. Up to now, however, these ads required expensive developers and a lot of time to create.
The MobileAds self-service solution, however, will make it possible for advertisers to create the own ads, even if they don’t have a dedicated technical development staff. Alan Koay, the CEO of MobileAds.com, says of the deal, “With our solution, even ‘Mom & Pop’ shops can run mobile ad campaigns using interactive, rich media ads.” In addition, he commented that, “Our strategic partnership with Smaato is a form of our commitment to enable interactive rich media advertising for the mass market. Smaato has one of the largest mobile ad inventories in the world, and we can tap onto and leverage their resources instantly.”
In addition to providing smaller companies with the ability to make advanced advertisements, they will also improve the way customers can interact with those ads. In many cases today, when a mobile user clicks on a banner ad, they are taken out of the app and sent to a mobile website through their device’s browser. This can be disruptive to the user, causing them to leave the website to get back into their ad. With this new service, however, brands can use a ‘mini-website’ overlay so the user never has to leave the app they are using.
These advanced ads will allow users to perform many actions within the same app, including watching videos, e-commerce, click-to-call, store locator, contact forms, and even social media walls. This will help allow for a more streamlined experience for the user, where they don’t feel like they are being disrupted by the advertisement.
Ajitpal Pannu, the Chief Strategy Officer of Smaato, said the following about this deal, “With the global mobile advertising market projected to hit $24.5 billion by 2016, Smaato’s Global Mobile RTB ad-exchange platform is well positioned with partners like MobileAds to capture small business and budget advertiser spend. Smaato’s self-serve platform powers 76,000+ mobile app and mobile web publishers with access to over 250MM unique users.”