By David George, December 30, 2011
Like most of you, we’ve been busy over the last several weeks planning for the year ahead. With the rapid change all of us experienced in the mobile advertising industry in 2011, we focused on some of our key milestones from the past year, as well as within the industry, to help provide guidance on how best to support and accelerate our growth in the coming year.
Looking back, 2011 was unprecedented in the mobile advertising industry in terms of technology advancements, industry standards, and investment by brands across industry verticals. Several new mobile ad technology providers emerged over the past year as viable businesses in a very complex eco-system while a few became irrelevant. One of the most important advancements was the adoption of MRAID as an emerging standard supported by the IAB, relevant technology providers, and major publishers. MRAID is the industry’s most promising effort to move beyond the single biggest albatross in mobile advertising, the dreaded proprietary SDK. Another major industry event occurred in November, when Adobe announced they would discontinue Flash development on mobile devices and focus on HTML5. Yes, Steve Jobs, you won that battle and all of us at Celtra are grateful to you for many reasons.
The past year was also unprecedented for all of us here at Celtra; even with our compass from the prior year, we couldn’t have imagined the success we had in 2011. The adoption of AdCreator by major Ad Networks, Publishers, and Interactive Agencies around the globe was tremendous. Equally exciting were the engaging and creative ad campaigns that were launched by our partners and for the brands we work with directly. Our most rewarding times are when our partners push the industry forward by creating the most innovative, engaging, and effective ads on the platform we built and take pride in innovating every day.
While the compass from 2011 may not lay an exact course, two things are crystal clear for the year ahead. First, the mobile advertising industry will again have an unprecedented year of advancement and growth, which is exciting for all of us. And second, thanks to our team, customers, and partners around the globe, 2012 will be a great year for Celtra and we look forward to working with all of you.