Mobile marketing firm Velti has unveiled 5ml, a web-based platform that allows brands and agencies to create rich, HTML5-based ads and mobile websites.

Using a drag-and-drop interface, Velti says the platform’s visual editor makes it quick and easy for non-technical users to build HTML5 ads and mobile sites that provide customers with a native app-like experience. Velti’s 5ml preview release won the Mobile Marketing Association’s multi-vendor competition during the June 2011 Forum held in New York City. 

“Velti’s 5ml allowed us to create a compelling and interactive mobile site for the Milk Refuel Project,” said Patrick Moorhead, SVP, group management director of mobile platforms at Draftfcb Chicago. “We see 5ml really helping us take advantage of mobile in our future campaigns. Going forward, we can now build mobile sites within a matter of hours, instead of weeks.”

Velti 5ml can be used independently, or integrated with the Velti mGage SaaS platform, to execute and measure complete mobile marketing campaigns. With the Velti mGage platform, users can also optimize their mobile campaigns, with deep insight into advertiser analytics and performance. Moreover, Velti adds, by integrating with Velti, agencies and brands can leverage the Mobclix ad exchange, Velti’s real-time bidding mobile ad exchange for buying and selling advertising impressions. This offers instant access to 12.5bn mobile impressions.

“HTML5 is unleashing a new generation of creative people,” says Dimitrios Kontarinis, vice president of innovation at Velti. “Platforms such as 5ml are enabling a wave of innovative designers who don’t have software coding skills to create mobile apps, sites and ads using the best features of every phone in unique ways, providing a dynamic experience for consumers.”