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The fee comes as Meredith plans to start running every ad from print in its tablet editions as well. Until now it has sold ads in the tablet editions separately. Meredith said the $1,500 fee reflects the production process. "Meredith has made a significant investment in our Enhanced for Tablet editions, providing consumers with expanded content, interactive features and a dynamic user experience," a spokesman said in a statement. "This fall, print advertisers will now be offered an opportunity to appear in the EFT editions of Parents, Better Homes and Gardens and Fitness at no cost. If an advertiser's creative includes a URL and it is their preference to make that link 'live,' there will be a $1,500 production charge. This cost is a minimal production fee associated with the current production process it takes to enhance an advertiser's creative."

tiles changing color when they are moved.

Touching two of the tiles simultaneously allows a current to pass through a user’s skin, producing a synchronizing effect and resulting in a dynamic light pattern.

“Any effort to promote simplification of ad formats must make it easier or cheaper to produce creative for the medium, without stifling creativity of those designing content or advertising for that medium,” according to an IAB report. “At this stage, the in-app ad landscape is too new and dynamic to be ready for creative standards.”

Mr. Hecht predicts that video and mobile advertising will make up a bigger market than graphical display advertising and that the impact will be seen on the creative side. “The notion of dynamic messaging and advertising is going to be critical,” he said. “The real-time buying aspect of this is going to turn into real-time creative as well.”