©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Hoping to whet marketers’ appetites, mobile ad network Mojiva has established an industry group to push the creative limits of mobile advertising.
Announced on Friday, The Mojiva Mobile Creative Alliance includes rich media providers and marketing services providers betting on the growth of mobile advertising, including PointRoll, EyeWonder, Celtra, and Sprout.
“Access to rich media tools is the key to delivering highly effective mobile campaigns,” said Jack Hallahan, Mojiva’s vice president of Mobile Innovation. “Industry efforts to simplify the process, stay in front of trends, and freely innovate will drive greater value and visibility into mobile.”
As mobile Web usage continues to grow, the industry has seen similar efforts to foster marketing innovation.
Last year, Medialets, which specializes in rich media ads for mobile applications, launched a preferred partner program allowing mobile ad networks and other companies to offer clients its rich-media formats. Launch partners in the Medialets Enrich program included Mojiva, along with Jumptap, AdMeld and Nexage.