Mobile Advertising, Part 1

As more consumers remain connected to the Internet, using their mobile devices to shop and search for information on the go, mobile ads enable companies to reach them.


Nielsen Wire, a research group suggests the improvement in mobile handset quality, increasing access to affordable and reliable data, and the increasing use of smartphones are the main factors to fueling massive growth in mobile marketing. eMarketer reports that the total worldwide spending on mobile advertising will increase two fold from $1,289 to $2,345 by the end of 2012. Apple’s iPhone accounts for 44% of the total mobile advertising revenue, while Google’s Android accounts for 27% (source: Opera). Women are more likely to click on mobile ads and the click-to-call feature (to a tool free number) is more common with the iPhone users.

Mobile Networks

With the number of mobile users increasing in many markets of the world, marketers are looking to engage with these users through their mobile devices. One of the most effective ways of doing this is through mobile advertising networks. Key players such as InMobi, Millennial Media, Tapjoy and Jumptap, just to mention a few, dominate the mobile ad network arena.

Mobile ad networks can be particularly effective if you are looking for increased brand visibility, higher click through rates, an increase in mobile app downloads or sales. Every network has its own regulations and the types of networks available have their own benefits and downsides.

Mobile ad networks may be categorized into:

Blind Networks: These types of networks offer access to smaller site owners and applications platforms. The networks do not provide much information about the publishers in the network. However, Blind Networks can be instrumental in generating some leads based on the demographic and behavioral attributes of your target audience. Examples of these types of networks include BuzzCity, InMobi and AdMob.

Incentivized Mobile Ad Networks: These networks persuade mobile users to install an app or to undertake a certain action requested by the advertisers to earn redeemable points. This is a way of generating leads while incentivizing the target audience. The downside of this type of network is that the traffic may not be much targeted. This form of advertising is based on performance and the costs are based on apps installation or cost per action. Examples of incentivized networks are Tapjoy, OfferMobi and SponsorPay.

Premium Blind Ad Networks: This type of mobile ad network is suitable for middle-level site owners. However, there is still very limited insight into who the advertiser is working with. The networks function on a pay per click and pay per installation basis. If you are looking to generate traffic from premium websites, then this type of ad network may be effective. An example of a premium ad network isĀ Millenial Media.

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