by Mark Thielen | Oct 10, 2012
Everywhere from mobile mail to the proliferation of apps, the mobile internet has become an essential part of modern life – it’s getting to the point where it doesn’t seem possible to get through the day without it. As smartphone penetration and mobile internet usage continue to grow dramatically, advertising on mobile devices becomes more and more important to businesses, ad networks and publishers.
The number of mobile apps has grown exponentially alongside the smartphone boom. There are currently an estimated 700,000 apps in the Apple App Store and about 675,000 apps in the Google Play Store. As a consequence, in-app advertising is an opportunity not to be ignored.
Until recently, you could say this was easier said than done. Monetizing mobile ad space on mobile devices and in apps requires the right architecture. This must include two main components: new standards, such as MRAID 2.0 recently introduced by the IAB, and well-engineered ad server technology. Why are these framework conditions important? The mobile market is highly complex and mobile advertising involves incredible coordination of effort. So choosing the appropriate ad technology comes with enormous cost savings potential, as the right technology shortens time and reduces effort required to deliver ads into apps.
MRAID: Standards for success
Standards like MRAID are vital, because they enable the incredible interactive opportunities within smartphones to be used effectively. MRAID helps the industry increase the speed of ad delivery, with the added benefit of saving money during the creation process. The MRAID standard makes publishers’ lives easier because it allows flexibility in the coding of mobile ads, enables easier workflows and paves the way for even more engaging ad formats.
SDKs: Integration made easy
The benefits of this approach are clear. If advertisements and SDKs are based on the MRAID standard, publishers can supply rich media ads without having to modify their apps, eliminating the need for third-party or agency SDKs. Supplying higher-priced rich media campaigns generates new sales as well as an improved fills rate in mobile inventory. What’s more, it simplifies the booking process – instead of booking every operating system separately, now one booking is all that’s needed. Rich media advertisements from third parties can be easily displayed too.
By offering a cohesive and comprehensive standard, MRAID helps the online industry to save money and shortens time-to-market of new engaging ad formats. Looking forward, it’s easy to see that the more companies that follow the standard, the better for all key players in the industry, from agencies to publishers to ad servers. Through using the very newest standards in the market, we can harness the extraordinary power of the native features in users’ phones.