Given that mobile rich media campaigns can cost 10 times as much to produce as mobile banner ads, it's hard to justify the richer option, especially if the user experiences generated by each kind of campaign aren't much different, Michael Collins, CEO of GroupM mobile marketing agency Joule, said at the Mobile Media Summit in New York. But Celtra CEO Mihael Mikek defended rich media, noting better performance though conceding it won't gain much ground until its CPMs drop to the $4-to-$6 range.

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