©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Mobile ad networks and technology vendors have historically been forced to handle ad production work themselves, owing largely the emerging HTML5 technology on which mobile ads are usually based. Some appear keen to avoid that responsibility, however, choosing instead to provide clients with self-service tools to help reduce their role in the production process.
In the past week Medialets and Crisp Media have rolled out mobile campaign management platforms that include the ability for agencies, publishers and advertisers to build large portions of their own creative using simple interfaces and pre-produced ad templates. Earlier this year, Apple too unveiled a drag and drop solution to produce ads to run across its iAd network, having produced ads itself in-house previously.