We have written about the importance of viewability in digital advertising early last year. Ever since we have gathered a lot of experience and many things have changed in the industry, so we decided to dedicate a second overview to this topic.

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Video ads are skyrocketing – on mobile too

If the last six years were called ‘the year of mobile’ then 2016 – and 2017 as well – must be the year of mobile video. Let’s see why.

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2016 Rewind

We have already listed our wishes for 2017, so now let’s kick off the new year with a compilation of 2016’s bests&peaks.

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Mobile programmatic IV.

I’ve come to the end of my article series or at least I think so. What I definitely promise is that the finale will be like in tv serials, a tiny chance would be left to continue it.

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How to create efficient videos – IAB Video Conference report

I’m one of those lucky folks, who is regularly visiting international conferences. The last of them was the most professional, most spectacular and the most informative yet I’ve ever attended to.

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Madhouse Wish List for 2017

2016 has been the year of mobile – sixth in a row, but who’s counting – and was full with milestones for the small screen:

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Case study on the born of a mobile ad: Batman v Superman campaign

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.

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Devil is in the details – typical mobile ad flaws

It takes time and expertise to be a pro in mobile advertising, but our guide will help you to avoid the most common mobile flaws.

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Mobile programmatic III.

I’ve started this whole programmatic-themed article saga – I should admit it wasn’t planned to be so long, but so many questions had raised on the way –, because in the past years I had the illusion that everybody in the industry had gone through the same learning process, worked with the same partners, and offered the same products or solutions. But slowly the awakening came.

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Report from Dmexco 2016

In the media industry autumn is equivalent with the beginning of the conference season. All of them are open forums, which provide excellent occasions for customer care, to reach new partners and find new solutions. I have visited Dmexco, which takes place in the heart of Cologne the third time this year. Subjective report.

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Mobile programmatic II.

In my previous programmatic thought-flow I examined the ‘phenomenon’ optimistically, from a distance, and considered especially the advantages of it.

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Mobile programmatic I.

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.

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A great mobile ad informs the audience

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.

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HTML5 mobile banners – the new era of ad creation

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.

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Mobile advertising trends, solutions and innovations at the first Madhouse workshop in Prague

Madhouse is determined to change the way advertisers communicate with their consumers and the audiences, therefore we organize workshops on a regular basis in the CEE region to provide a deeper insight into the ever changing and fast paced world of mobile advertising.

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Mobile advertising metrics and their benefits

Mobile is a very personal tool, which is with us at every point of our lives. Many of us reach for their mobile right after they weak up, and accompanies us for the whole day.

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The importance of mobile viewability

Last year’s most argued topic was the viewability of advertisements. Why? Because after viewability measurements were evolved and standards were established, skeletons began to fall out of the closet:

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„Perfect” (mobile) impression

I’ve been thinking about whether there’s such a thing or not for a while now, but this article really pushed me to find out for myself: is there a perfect impression on mobile and if so, what it would be, what would it depend on, how would it look like, etc.

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Mobile rich media

Just recently someone asked me: what exactly is the difference between HTML5 and rich media solutions? HTML5 is a programming language which makes it possible to create rich media advertisements. Basically all rich media solutions are created with HTML5 technology, but not all HTML5 solutions are rich media ads as well. We can call an advert a rich media solution if there are more pictures appearing on the banner as usual.

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Mobile retina banners

Many times the people responsible for mobile adverts look strange, when they see the specifications 600x500px or 640x100px for mobile banners. Then comes the usual question: such a huge size for such a small display? Is it going to cover the whole screen?
The banner is not going to cover the whole screen, naturally. Not even half of it.
Let’s see why:

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The Madhouse mobile advertising infographics

We have finally finalized our annual infographics about the Hungarian mobile advertising market, with loads of interesting and exciting informations. The good news is, we didn’t stop there: we created a Romanian, Czech and Slovakian version as well, since last year we opened our Bucharest office, which was followed by one in Prague and another one in Bratislava this year. Have a look!

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Location based advertising

It was not long ago, when a Russian, aspiring location based content provider stunned the industry with their service.

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Mobile advertising in the marketing mix

Dollars are increasingly flowing from traditional ads to digital, as strong growth in mobile, video, and social spending continue to change the face of the US media market.

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Landing on mobile

Car site Edmunds.com is releasing stats today that show how the proliferation of mobile devices has ultimately flipped the car-buying experience from desktops to smartphones.

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We are writing

We were thinking about writing articles for a long time now. Finally, we took a big breath and just started to scribble.

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