Comments on: Mobile Publishers Dance with the Ad Networks http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/ mobile marketing perspectives and analysis Fri, 25 Jul 2008 12:50:29 +0000 http://wordpress.org/?v=2.3.1 By: Are We There Yet? : Crisp Voices http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-771 Are We There Yet? : Crisp Voices Fri, 16 May 2008 16:57:39 +0000 http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-771 [...] the way back from CTIA this year, I read a great blog post on MobileStance called Mobile Publishers Dance with the Ad Networks, which inherently summed up the complexities in the mobile advertising space. The beginning of any [...] […] the way back from CTIA this year, I read a great blog post on MobileStance called Mobile Publishers Dance with the Ad Networks, which inherently summed up the complexities in the mobile advertising space. The beginning of any […]

]]> By: Surmobile Blog — Surmobile http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-279 Surmobile Blog — Surmobile Sat, 26 Apr 2008 23:53:43 +0000 http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-279 [...] Mobile Publishers Dance with the Ad Networks, Swap Partners | mobilestance.com [...] […] Mobile Publishers Dance with the Ad Networks, Swap Partners | mobilestance.com […]

]]> By: msearchgroove » Blog Archive » BEST & BRIGHTEST: The Carnival Of Mobilists at MobileJones; Showcases Mashups, Social Networking, Key Mobile Stats & More http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-209 msearchgroove » Blog Archive » BEST & BRIGHTEST: The Carnival Of Mobilists at MobileJones; Showcases Mashups, Social Networking, Key Mobile Stats & More Fri, 18 Apr 2008 12:42:50 +0000 http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-209 [...] speaking of surprises, I applaud the candor and common sense presented in this practical post (via Mobilestance.com) on the issue of mobile advertising glut and the approaches buyers and [...] […] speaking of surprises, I applaud the candor and common sense presented in this practical post (via Mobilestance.com) on the issue of mobile advertising glut and the approaches buyers and […]

]]> By: Carnival of Mobilists #119 | mobilejones http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-199 Carnival of Mobilists #119 | mobilejones Mon, 14 Apr 2008 16:35:13 +0000 http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-199 [...] Wells of Mobilestance zeros in on the glut of mobile advertising inventory and mobile publishers engage in experimentation with multiple sales partners.  Wells offers some [...] […] Wells of Mobilestance zeros in on the glut of mobile advertising inventory and mobile publishers engage in experimentation with multiple sales partners.  Wells offers some […]

]]> By: Philip Larmett http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-182 Philip Larmett Wed, 09 Apr 2008 09:36:42 +0000 http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-182 This is not just a US issue, but is a point in Europe as well. Mobile phone penetration is technically above 100% in many European countries - and in the big cities of Turkey, Russia and the Ukraine. The reluctance of traditional media planners to embrace this new medium is intuitive, and, probably correct. The biggest objection to my mind is that mobile advertising is intrusive and is unacceptable to a large number of handset owners. Many of them are only just learning how to use MMS functions in their phone, having mastered text messaging, music and photo sharing. The vast majority of consumers are simply not ready for this next step. So, the comments are quite correct. Mobile ad sales should be realistic about the size of the market potential (which we accept must be growing). Show us some data on the size of the mobile internet usage - across all countries. And show us that is growing. We will experiment in the same way we did with online 10 years ago. And with experimentation the market will grow. At present, it is a non-starter for most media planning purposes. This is not just a US issue, but is a point in Europe as well. Mobile phone penetration is technically above 100% in many European countries - and in the big cities of Turkey, Russia and the Ukraine.
The reluctance of traditional media planners to embrace this new medium is intuitive, and, probably correct. The biggest objection to my mind is that mobile advertising is intrusive and is unacceptable to a large number of handset owners. Many of them are only just learning how to use MMS functions in their phone, having mastered text messaging, music and photo sharing. The vast majority of consumers are simply not ready for this next step.
So, the comments are quite correct. Mobile ad sales should be realistic about the size of the market potential (which we accept must be growing). Show us some data on the size of the mobile internet usage - across all countries. And show us that is growing. We will experiment in the same way we did with online 10 years ago. And with experimentation the market will grow. At present, it is a non-starter for most media planning purposes.

]]> By: craig http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-169 craig Sun, 06 Apr 2008 02:42:04 +0000 http://mobilestance.com/2008/04/05/mobile-publishers-dance-with-the-ad-networks-swap-partners/#comment-169 Great post Jamie! I think you nailed it. Regarding MRI/Simmons, I don't think there are any qualitative statements that cover mobile consumption habits. This in itself is problematic, and planners are forced to be assumptive. As for the 250m handsets/reach/yada yada yada - I love this argument. Let's look at what percentage of the number actually uses mobile internet. And of that percentage, what percentage wanders off deck? The secret to mobile advertising is simple and again you got it down. For advertisers to accept a second class service that isn't trackable, that I can't target behaviorally with, that I can't track across screens just doesn't command a 50 dollar CPM let alone a 5 dollar CPM. I believe in mobile as a media platform. I believe in it more though as an aggregator of consumer data and consumption habits so we can all build better models and target our audience with more relevance. Great post Jamie! I think you nailed it. Regarding MRI/Simmons, I don’t think there are any qualitative statements that cover mobile consumption habits. This in itself is problematic, and planners are forced to be assumptive.

As for the 250m handsets/reach/yada yada yada - I love this argument. Let’s look at what percentage of the number actually uses mobile internet. And of that percentage, what percentage wanders off deck?

The secret to mobile advertising is simple and again you got it down. For advertisers to accept a second class service that isn’t trackable, that I can’t target behaviorally with, that I can’t track across screens just doesn’t command a 50 dollar CPM let alone a 5 dollar CPM.

I believe in mobile as a media platform. I believe in it more though as an aggregator of consumer data and consumption habits so we can all build better models and target our audience with more relevance.

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