Madhouse is a leading independent mobile advertising solution provider supporting top brands and mobile content providers in Central and Eastern Europe. We are creating mesmerizing ad experiences on mobile screens since 2010, aiming to reshape and elevate the mobile advertising market in the region. Our goal is to constantly invent revolutionary new methods to reach consumers through their mobile devices with impactful but polite and fascinating ad formats.
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We are thankful for the exciting projects that constantly knock on our doors, but at the same time we regularly don’t even see out under the pile of creatives and orders, thus so far we haven’t got the time to present some of our works in its details. The Batman v Superman: Dawn of Justice campaign turned out so lit and was such a great pleasure to work on that we wanted to share it with the world.
Uncountable materials, presentations, speeches and suggestions were revealed about programmatic buying, but nobody had went into the mobile part of it, in my opinion mostly due to the general insecurity regarding the mobile itself in marketing communication. Most marketers see it as desktop, and assume that works the same.
In the past one and a half year the creative part of the advertising industry was loud from HTML5. The “death” of flash has started a whole avalanche, and today everybody wants HTML5 banners whether it’s on web or mobile. In the world of mobile ads it wasn’t new, because due to the low then discontinued support of flash, on mobile every animation is made with HTML5 for years.
The XXI. century citizen wakes up and goes to sleep in the company of at least one mobile devices, and carries it everywhere, to bed, to meetings, to lunch, even to the toilet. Mobile is the most personal device to which their owner could even attach on an emotional level. In Hungary 3,7 million people use their mobile for surfing on the internet, and 2,9 million see mobile ads regularly on the devices. Clearly, there is a huge potential in this platform, thus in the eNet-Madhouse joint research we wanted to crawl how users explore ads on their smartphones and what are the characteristics of a great mobile ad.