Mobile rich media ad provider Medialets today unveiled a self-service tool designed to streamline the process of creating and deploying mobile ad campaigns across Android and iOS devices. The product could help drive further adoption of the firm's technology, which powers ads across numerous high-profile publisher sites and mobile ad networks.
The platform, dubbed Muse, allows Medialets' clients to build ads based on a selection of pre-constructed ad templates, or "Blueprints." Advertisers, agencies, and publishers can create rich media ads in a matter of minutes, the company claims.
"For media agencies Blueprints are a fast track to launching an… ad even if there’s little to no creative budget for a campaign. And for creative agencies, Blueprints provide a framework for building highly customized ads in a fraction of the time it would take starting from scratch," the company said in a blog post announcing the tool today.
Each of those Blueprints is based upon creative from previous Medialets campaigns, which CEO Eric Litman believes will aid the performance of units based upon them. "They're based on ads that have been out there in the wild. We have a ton of data on what works and what doesn't, and we'll take the successful elements from those ads to inform our Blueprints," he told ClickZ.
Around 25 blueprints are currently available through the platform, with more being added daily. Publishers will also be invited to create their own frameworks based on their own data, and intimate knowledge of their own media properties.
The creative aspect of the tool is reminiscent of Apple's iAd Producer application, which allows advertisers and agencies to create HTML5-based ads to run across its iAd in-app network. Medialets' Muse, however, will export ads to be served to devices running Apple's iOS and Google's Android mobile operating systems, both in-app and on the mobile web. The company does not currently enable ads for Windows Phone 7 devices.
According to Litman, the product was also intended to help streamline the overall implementation of mobile campaigns, acting as a project management tool of sorts. Multiple parties involved with a campaign, including publishers, media agencies, creative agencies, and advertisers themselves, can communicate and collaborate through the platform to streamline the entire campaign process.
"Every party ultimately wins. It reduces the opportunity for little issues to stand in the way of a campaign's progress," Litman said, adding, "From my perspective we need to do more as a collective industry to aid the execution of campaigns."
Medialets will rely on its publisher partners to drive adoption of the Muse platform, but the company is also investing in educating agencies itself about its capabilities.
To date, beta testers of Muse include the New York Times and Weatherbug, the company said, though no campaigns built using the tool are currently live. Other publisher clients for Medialets' technology include Fox News, NPR, and the Huffington Post.
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March 19, 2014