Adobe inks deals for mobile advertising platform

Platform uses Flash and HTML5 to tailor campaigns for mobile devices

LOS ANGELES: Adobe has created a mobile advertising platform using Flash 10.1 and HTML5 and has signed deals with six major advertising groups to support it.

The new advertising platform includes FS-microsite, which is a static image that expands to include product details when activated. It does not require opening a separate browser and the company hopes this will be more popular as a result.

FS-video can be used to convert broadcast videos into a format that can be used online and manages bandwidth usage to ensure the videos stream in the best quality possible.

“Our work with the advertising industry will define a new model for ads units and ad measurement in a marketing world being transformed by mobile communications,” said John Loiacono, senior vice president and general manager of Digital Media Solutions at Adobe.

“These new ad formats are a first step in establishing an industry example that is cross-platform and expected to become the volume standard on smartphones, reaching across the broadest number of platforms and devices worldwide.”

So far six online advertising agencies have signed up to use the format: EyeWonder, Greystripe, Medialets, MediaMind, PointRoll and Sprout.