August 15, 2011
South by Southwest started off as a music conference and quickly grew into much more. Now, in its 25th year, the music, film and interactive event attracts over 32,000 people. For the 2012 event (March 9-18), we’ve partnered up with Groupon and RadiumOne to tackle one of the important issues in the interactive ecosystem and proposed the below panel.
Riding the Mobile Tide: How to scale rich media advertising
- Krishna Subramanian, Mobclix
- Iryna Newman, Groupon
- Mike Werner, RadiumOne
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 (Can we say that this could also be a hindrance on growth and adoption? If not, what happens if there isn’t a change?). 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.
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