The industry needs to act now to improve the mobile ad experience
For over a decade the Australian digital media industry has equated mobile advertising with simple banner ads. Carl Poplett argues that now is the time for the market to rethink how it is engaging with both consumers and advertisers on the mobile platform.
The good old 320×50 banner was the birth child of the mobile ad industry a decade ago.
The industry fell in love with the banner ad for a few simple reasons: it delivered a low barrier to entry, had the benefit of cheap production costs, and also the ability to run at scale across multiple publishers and ad networks.
Yet increasingly the signs are that consumers are beyond tired of the old mobile banner ad, as we have known it.
