We're in the midst of a great migration to portable devices and the opportunity for marketers is immense.
It will be much tougher to cultivate a relationship with users than it was on the web, but if handled properly we’ll find the perfect balance between the ultimate user experience and advertisers’ agenda.
One thing marketers can all agree on: advertising makes the digital world go 'round. What's less a settled matter is how, exactly.
Rich media mobile ads are up to four times as effective as standard banner ads in terms of clickthrough rate, according to a new report from Opera Mediaworks.
The study also found that in-app mobile ads are an average of 1.7x more effective than ads on the mobile web.
Rich media ads achieved a CTR of 1.53% when displayed in an app and 1.12% on the mobile web. In comparison, standard banner ads achieved CTRs of 0.39% and 0.32% respectively.
Agencies and advertisers looking to buy mobile inventory are rapidly shifting away from 'blind' networks towards programmatic buys via Mobile DSPs demand-side platforms.
These include the fragmented nature of the mobile ecosystem compared to desktop, and people moving between app and web on their phone means that they can be treated as two separate individual.
So, what questions should you ask of the shiny suited salesman when they come knocking on the door offering use of their DSP?
Online advertisers are generally seeing more sales coming through from desktops and laptops than mobile phones. But that’s not to say mobile clicks are not valuable.
Instead, advertisers need to use alternative ways to measure the contribution of mobile devices to overall paid search programme goals.
Consumer goods advertisers primarily use mobile advertising for brand awareness rather than driving site traffic or increased footfall in-store, according to new research from Millennial Media.
Almost half (46%) of consumer goods advertisers stated that their main campaign goal was brand awareness compared to an overall average of 14% among all industries.
Site traffic (29%) and ‘sustained in-market presence’ (11%) were the second and third most-common campaign goals for consumer goods companies, while just 5% aimed to increase foot traffic.
Much of what we do on mobile devices is location-based and a recent study found that 43% of Google searches have local intent, so it’s interesting to note that relatively few mobile advertising dollars are spent with the aim of luring customers in-store.
More than half (53%) of UK smartphone owners say they have never received adverts while using their device, which either suggests that it is an underused marketing channel or consumers find it easy to ignore mobile advertising.
The findings come from Nielsen’s Mobile Consumer Report, which found that 97% of the UK population owns a mobile phone, with smartphone ownership now at 61%.
And according to the IAB, mobile advertising grew by 132% to £181.5m in the first half of 2012 compared to the same period in 2011 and now accounts for 7% of all digital ad spend.
Therefore it appears to be a fairly worrying situation for mobile advertisers if 53% of smartphone owners claim they haven’t been exposed to mobile advertising, though it does need to be noted that the survey didn’t ask about mobile search.
It’s likely that a proportion of the users surveyed by Nielsen are simply unaware that they have seen mobile ads, so advertisers need to find new ways of ensuring their messages don’t go unnoticed.
For many publishers, the future is mobile, and that means that figuring out how to monetize mobile eyeballs is a top priority.
Many observers believe that it's only a matter of time before companies like Facebook crack the mobile monetization nut, and the most bullish observers go so far as to suggest that mobile ad spend could one day surpass television ad spend, which exceeds $100bn globally on an annual basis.
With mobile internet usage skyrocketing, and more and more publishers investing in developing mobile experiences, it's no surprise that expectations for mobile advertising are high.
That doesn't mean, however, that challenges don't exist. One of the biggest: fat fingers, which are producing clicks that consumers never intended but advertisers have to pay for
With mobile usage skyrocketing, it's no surprise that large brands are increasingly investing in mobile ad campaigns. But what about small businesses?
If mobile is ever going to grow into the advertising behemoth some believe it's destined to become, small and local businesses will need to be on board too. And, according to a recent study, they are.
Mobile is everywhere, and while it might not be everything, one need look no further than Facebook to recognize that for many companies, figuring mobile out is crucial.
But despite the obvious opportunities being created by the mobile explosion, many questions remain. One of the biggest: just how big is the mobile ad market going to be?