Jumping on the native ad bandwagon, Yahoo is now actively touting a pair of new ad units that include an in-stream format for the desktop and mobile screens — but is the latter ready?
The new format was introduced earlier this week as part of Yahoo’s “NewFront” presentation for advertisers and agencies in New York, along with a slate of new programming.
Offering intelligent insight into the matter is Howie Schwartz, CEO and Founder of Human Demand, the well-respected mobile ad technology company.
“Mobile just isn’t ‘ready’ for native ads,” Schwartz says. “Agencies and brands are just starting to scale budgets from previous testing levels (1% for mobile) to current 5% to 10% of digital budgets.”
“There are already too many fragmented devices / OS for marketers to understand mobile and its clear value without adding other non-standard ad units into the already overly complex mix,” he adds.
“The mobile ad ecosystem needs to clearly communicate the ROI we can reach without confusing the message with too many vertical ad plays or native ad units,” concludes the Human Demand chief. “In the next 18 months there will be a place and true demand for unique mobile ad units, but it’s just too early right now as there are so many other problems to solve within the current mobile ad ecosystem.”
Do you agree with Schwartz’s assessment? Please weigh in with your thoughts or comments below.