Mobile advertising spending is poised to top $1 billion in the U.S. for the first time, according to eMarketer. Of that potential billion dollar spend, in-app advertising is expected to double to over $600 million. The driving force behind this dramatic growth is rich media in-app advertising.
As online advertising reaches a tipping-point into the mobile arena, there is a glaring realization that the mobile ecosystem is not ready to handle the predicted advertising volume and growth.
This panel will focus on one area that is hindering the scale of rich-media in-app advertising – proprietary software development kits (SDKs). In order to execute a rich media in-app campaign, ad networks require that publishers implement unique software into each campaign. Developers have to expend significant time and resources to learn and implement the coding requirements, and when multiplied over several ad partners it becomes a burden and hindrance on growth and adoption. By introducing a standard open-code SDK, the industry can overcome this roadblock in time to capture the tide of advertising budgets headed in the mobile direction.
This session will cover the evolution of the in-app advertising ecosystem, as well as highlight the current issues with implementing a rich media campaign. Finally, it will offer solutions, including an open-code SDK and other initiatives that are currently in progress.
9th–13th March 2012