Eric Litman makes some interesting comments to Carla Rover on mobile rich media on Digday. Litman is, of course, the CEO of a mobile rich media ad company, but his comments are on-point and not just self-serving.
I agree wholeheartedly that It’s time for mobile rich media to scale. The slapping-banners-on-phones business has become one of arbitrage…Networks buying and selling from each other like low-rent real estate brokers. The proverbial race to the bottom. Haven’t we seen this movie before?
There is an excellent story to be told about engagement rates from rich media ads on mobile. A beautiful experience with high engagement will be attractive to brands if they can get it at scale. Getting away from proprietary SDK’s and other obstacles to scale is critical to that end. Using HTML5 for mobile rich media ads should help this happen.