BARCELONA — The move to native mobile advertising formats will give a much greater say to one of the most important participants in the mobile app ecosystem, according to mobile ad network InMobi.
App developers, until now, didn’t have a say,” says the firm’s head of publisher-side products Krishnendu Majumdar. “If they have to monetize, they’re saying ‘You’re throwing me a banner’ and that’s what they have to show.
“With native, it will change. Native will have a very different trajectory. Everybody gets to dictate how it will look and feel and where it will go in the future. It is not, ‘Here is my solution, use it’.”
So-called native advertising could replace conventional banner display interruptions with promos that fit much more in keeping with the core purpose or aesthetic of an app or website. But it will be interesting to see whether native – which, by necessity, must be customised – can reach the same scale as standard display.
Beet.TV interviewed Majumdar at the big Mobile World Congress convention.