Author: Denny

The COO of Midialets, Richy Glassberg, explained that the new channels are much harder than the old ones.

According to a respected veteran digital media executive, moving from the digital universe on a desktop computer into the mobile channels is causing mobile advertising professionals to have to work harder than they ever have before.

In fact, the exec said that producing successful ads for smartphone and tablets “is about 20 times harder.”

This, according to Richy Glassberg, the COO of the Media Rating Council approved mobile advertising company, Medialets. He explained that “In desktop, there’s 15 years of technology which allows anybody to build one ad in Flash, it works everywhere.” However, the environment has changed dramatically as smartphones and tablets have made their way into the mainstream.

Midialets served mobile advertising to an estimated 30,000 different devices in December, alone.

This statistic helps to illustrate some of the challenges that are being presented by the mobile marketing industry to firms that are attempting to serve them. The range of different devices, alone is something that has never been experienced in the desktop market. This requires marketers to attempt to make an ad work regardless of the environment.

Glassberg said that “The scary thing for the agency is, ‘Did my ad work?’” He also expressed that the rate of change that his firm has been witnessing is greater than anything else that the ad industry has ever seen. “I don’t think anybody’s caught up.”

The opinions shared by Glassberg were given during an interview that was held during the Cannes Lions International Festival of Creativity. This was the ideal forum for the type of discussion that Glassberg was having with his interviewer. The reason is that while media firms were being recognized for the astounding successes and achievements that they had made, it helped to underscore the challenges that they faced at the exact same time.

While previous efforts to advertise in the digital sphere had held a primary focus on the ad itself and not as much on whether or not it would actually function – because there was considerable experience in that area – mobile advertising has been forced to take that additional step in such a varied landscape lacking a universal standard format.

The web based Hive Wallet was first announced in March but has now been released.

Although the Hive mobile wallet was still seeking developers and was little more than a well thought out concept, four months ago, since that time they have not only managed to find the skilled individuals that they needed, but they have also reached the point that they have now released the product.

The entire concept of paying over smartphones and tablets is still a new one that is slowly catching on with consumers.

This mobile wallet is unique in that it is based on HTML5, available on the web instead of requiring an app download. By visiting the URL for the first time, the user is given the choice to either create a new wallet or to open an existing one. Similar to brainwallet, Hive Wallet requires a twelve word passphrase in order to create a new one. Moreover, security is then taken an additional step further by requiring the user to assign a PIN.

Once the mobile wallet has been created, it can be used with a sleek, minimalist design.

This is key because the user will need to be able to access all of its elements rapidly in order to use it to complete transactions. There are three options clearly laid out for users of the site, including the receipt of bitcoin, sending that digital currency, and viewing their transaction history.

This service supports digital currencies (also known as cryptocurrencies) such as Bitcoin and Litecoin and it is looking to add Dogecoin in the near future. Over the long term, the company is hoping to be able to add a range of different digital currencies from which the wallet users can choose.

One feature that is already being applauded is called “waggle”, which broadcasts a user’s public key to other users of the wallet who are located nearby. By doing this, in person transactions can be completed seamlessly, without the requirement for NFC tag taps or QR code scans. That said, because this mobile wallet is based on HTML5, it should be noted that it is not compatible with iBeacon.