Famously derided by Steve Jobs as “sucking,” mobile advertising could get a shot of creative juice.
The mobile tech company claims the quality of its mobile Web ads will be on par with what it has done for in-app ads. If so, that would be a great step in making mobile campaigns better, according to Angela Steele, CEO of mobile shop Ansible.
Agencies and brands love the in-app product because it allows for a lot more creative freedom for richer custom experiences,” she said. “Medialets’ challenge in the past has been reach. This new web offering should help address that.”
Mobile advertising has been beset by a bit of a blah factor, with large scale networks, for the most part, running drab creative. That’s left few options for brands looking for higher quality. Apple has struggled to gain much of a foothold for iAds, which were priced extremely high and suffered from low reach. Likewise, Medialets placements were available only on its network of app publishers.
While apps get much of the buzz, the mobile Web attracts a huge chunk of consumer time spent on mobile destinations, about equal to that spent on apps, according to a study by Flurry.
Medialets is in the process of certifying mobile sites that can carry the placements, according to the company. It will begin to roll out campaigns shortly. It puts its platform’s reach at 50 million unique users per month and a publisher network equal to 20 billion impressions.
More in Media

WTF is Model Context Protocol (MCP) and why should publishers care?
Model Context Protocol (MCP) is a buzzword gaining more traction, especially as publishers think about how to prepare for the agentic web. WTF is it, and why should they care?

Publishers and advertisers face new AI agent oversight hurdles
Who is really in control when agents are instructing other agents, and who is accountable if they make mistakes? That question is keeping some media and ad execs up at night.

Brands turn to Discord servers as a means to reach niche influencer channels in their own ‘communities’
Discord isn’t a broadcast platform – it’s built around tight-knit servers where people spend hours chatting, sharing, and building culture.