Social Media Magazine

Mobile Branding in 2014: Innovative Capabilities with Our New iOS & Android SDKs

Posted on the 30 April 2014 by Smartadblog @SmartAdServerEN

As we highlighted in our latest infographic, advertisers are ready to jump onto the mobile band-wagon.  Advertisers are moving their ad budget to mobile, especially since they can access tools to create an engaging ad user-experience to their key targets.

Mobile advertising has entered a new era, especially since the emergence of MRAID.  This standardizes mobile creative communication protocols between advertisers and publishers and creates solid ground for the universal adoption of interactive mobile ad formats.

We’re convinced contextual and  interactive capabilities are crucial at this stage for mobile advertising to gain popularity among both users  and advertisers(*).

Thus we are thrilled to release our new SDKs, for iOS & Android, which make communication between Smart AdServer SDKs and third party mobile rich media partners more intelligent than ever.

(*)from Forrester:57% of online US adult smartphone owners who see ads in apps say that ads interrupt their user experience, and only 20% feel that the ads are relevant to them.

Interactions made possible between mobile creatives and apps 

Mobile branding in 2014:  innovative capabilities with our new iOS & Android SDKs
Mobile branding in 2014:  innovative capabilities with our new iOS & Android SDKs

Through our SDK,  the application can now send messages to the mobile creative using the MRAID Message API. Creative can be displayed in a more relevant context, triggered by app events:

A mobile video pre-roll can autoplay depending on whether the mobile creative is viewable, according to its position in the app. Or when a user is surfing an app, after a swipe right to left to display a new page,  a mobile  full-screen video banner can be displayed.

Transparent HTML & MRAID creative: less intrusive, blend into native apps 

Mobile branding in 2014:  innovative capabilities with our new iOS & Android SDKs
Mobile branding in 2014:  innovative capabilities with our new iOS & Android SDKs

HTML and MRAID interactive mobile creative are now partially transparent (“transparent” meaning: mobile banners don’t stop user-experience anymore, even when an intrusive ad such as an interstitial  covers the app, they can continue engaging with the app, he can goes on surfing, clickinging on native links in the apps, accessing other pages, swiping..)

The SDK will automatically detect links within the creative so the generation of leads won’t be impacted.

Here’s a technical sample. The purpose of this sample is to display a metallic ball on a transparent interstitial using the accelerometer sensor and transfer touch events while being able to interact with the app.

Mobile creatives are then blended into the content. Let’s imagine how far this can go if the campaign is contextualized. Imagine an animated mobile creative of a soft drink, linking to a special soccer football challenge during the World Cup, on top of a soccerfootball mobile app. The user could go on reading soccer news, while interacting with the ad, and participating in the challenge.  This could be considered more as an extension of content.

Deliver any mobile formats in the same ad spot 

Mobile branding in 2014:  innovative capabilities with our new iOS & Android SDKs
 
Mobile branding in 2014:  innovative capabilities with our new iOS & Android SDKs

(dynamic resizable ad spaces)

Ad spaces in our mobile apps don’t have a fixed size (such as 320×50) anymore, but have become “resizable”, meaning ad spots are flexible and dynamically resize according to the dimension of the received  creative. It ensures in-app banners are provided with the maximal viewability within the app.  Publishers can effortlessly put several formats online in the same ad space and then best monetize thier inventory within the same in-app ad spot.  For example, thanks to the SDK,  the same in-app ad space can be used to delivered a video banner, a standard banner and then a interstitial.

In-App Purchase: Generate Appstore downloads without leaving the app  

Mobile branding in 2014:  innovative capabilities with our new iOS & Android SDKs

Apple has provided mobile developers with better capabilities to monetize their supports without doing so at the cost of their user-experience, too often damaging their user experience with In-App Purchase.

Click URLs directly pointing to the App Store: now you can open the store directly inside a modal view so the user will not leave the app when he tries to download applications, music, movies and podcasts. This feature does not exist on Android.

Test our format with Smart AdServer Dashboard App 

Mobile branding in 2014:  innovative capabilities with our new iOS & Android SDKs

Have an iPhone? You can play with all these new formats, just down

manage your campaigns
load our Dashboard App. It enables you to showcase mobile ad unit,  anywhere, even in last-minute meetings or fairs… The app has been updated lately.

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