Snap Mobile waives production costs for HTML5 rich-media ad formats

A set of 11 HTML5-based advertisement formats catered specifically for in-app mobile environments will be offered for free to brands to speed up the adoption rates of the technology, according to Kevin Huang, CEO of Pixel Media (parent company of Snap Mobile).

The standard practice of a 30 per cent media loading fee still applies.

Huang's goal is to bring the same level of interactivity and engagement found on desktop ads to the mobile space. These ad formats maximise built-in smartphone functions such as gesture-based actions like touch, shake, tilt, tap, swipe, move, flick, and spin to initiate interactions.

The aim is to make it easy for advertisers to conceptualise creative concepts and deploy them in a fast turnaround period (under three days) using simply JPEG files as ad materials. Technical programming has been developed by Snap Mobile and made available through uniform design modules.

"We want to make it hassle-free and accessible for advertisers to launch HTML5 ads though our mobile app network. They have in the past been put off by issues like the expensive costs and lack of technical know-how," Huang said.

While mobile adspend grew more than seven times year-on-year in Q1 2013 according to AdMango, it has been spent on "mundane, static, dry, boring, uninteresting" non-animated display banners.

"These are largely direct adaptations of print or outdoor ads into 320-by-48-pixel banners which are small, easily ignored, and do not harness the power of smartphones. The only engagement you’ll get is users going for the close button," said Huang.

Andrew Wong, general manager of Starcom MediaVest Group Hong Kong, pointed out that rich-media advertising, be it on mobiles or desktops, works better by increasing brand awareness by 25 per cent compared to standard display formats.

Advertisers that have started running ads with Snap Mobile include Audi, Ocean Park, BMW, Mini, Dior, Samsung, Nokia, Brother, Taobao, CSL, HK Disneyland, and Super Star Seafood Restaurant.

"It’s time to move on if the mobile advertising industry is to grow to its full potential," Huang added.