Medialets Breaks into Mobile Web

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.