Comments on: Mobile Ad Networks or Buy Direct? An Agency’s Perspective http://mobilestance.com/2008/04/18/mobile-ad-networks-or-buy-direct-an-agencys-perspective/ mobile marketing perspectives and analysis Mon, 30 Aug 2010 03:49:41 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: tammy http://mobilestance.com/2008/04/18/mobile-ad-networks-or-buy-direct-an-agencys-perspective/comment-page-1/#comment-286 tammy Mon, 28 Apr 2008 06:57:23 +0000 http://mobilestance.com/2008/04/18/mobile-ad-networks-or-buy-direct-an-agencys-perspective/#comment-286 I own a small firm and I also wanted to take advantage of the mobile platform. I wanted to first try out on my own as a test run. I signed up for <a href='www.mozes.com' rel="nofollow">mozes</a> for a text to vote campaign and it worked well with the audience. This is a best way for small firms to be a prat of the whole mobile scenario. Otherwise I agree that a combination of both ad networks and individual mobile agencies are the best way to go. I own a small firm and I also wanted to take advantage of the mobile platform. I wanted to first try out on my own as a test run. I signed up for mozes for a text to vote campaign and it worked well with the audience. This is a best way for small firms to be a prat of the whole mobile scenario. Otherwise I agree that a combination of both ad networks and individual mobile agencies are the best way to go.

]]> By: Simon (We Love Mobile) http://mobilestance.com/2008/04/18/mobile-ad-networks-or-buy-direct-an-agencys-perspective/comment-page-1/#comment-252 Simon (We Love Mobile) Thu, 24 Apr 2008 14:47:59 +0000 http://mobilestance.com/2008/04/18/mobile-ad-networks-or-buy-direct-an-agencys-perspective/#comment-252 Buying mobile advertising space is certainly a challenge. I head up the media buying arm of We Love Mobile, a UK based mobile ad agency. I often describe the mobile ad market as 'fragmented', because there is a huge range of inventory being offered by a similarly large range of companies. It is very confusing for potential advertisers, and something that it has taken us over a year of research and testing to get a handle on - and we're still learning. I could fill a few pages on this topic, but here are some basic pointers for those considering planning a mobile ad campaign: 1. Be clear about what your objectives are - are you looking to acquire customers, are you brand building, or are you attempting a mix of both? I say this because ad inventory has different perfomance characteristics, so be clear on what you want it to do. 2. Understand that their are different formats for mobile advertising and various commercial models. Not all will be suited to your needs. For example, long tail Ad networks like Admob or Admoda serve mostly text ads on a Cost Per Click (CPC) basis, with typically low Click Through Rates (CTR) and are better for achieving low Cost Per Acquisition (CPA) for mobile commerce type products. Google adwords for mobile falls into this category as well. Publisher sites offering CPM tend to get better CTR, but when viewed on a CPC basis offer lower CPA, so are better for non-mobile brands looking to integrate mobile into a wider campaign, partly because they offer a much more branded experience. 3. Proceed with caution. Many networks claim CTRs you'll never really achieve or targeting that is based on heroic assumptions on who is accessing their content. Ask for case studies, performance statistics and who else is advertising. If they can't or won't provide these stats, it is probably because their ad inventory does not perform or is not being sold. 4. Use a specialist. Spreading your net wide can be very inefficient. Going to the market or trying to learn about the various ad formats could take a long time, and how do you know you're going to get what you're paying for? For a more painless experience, come and talk to someone like We Love Mobile. We are ad network and publisher neutral, so are free to plan and buy across a wide range of inventory to suit your needs and objectives. Buying mobile advertising space is certainly a challenge. I head up the media buying arm of We Love Mobile, a UK based mobile ad agency. I often describe the mobile ad market as ‘fragmented’, because there is a huge range of inventory being offered by a similarly large range of companies. It is very confusing for potential advertisers, and something that it has taken us over a year of research and testing to get a handle on – and we’re still learning. I could fill a few pages on this topic, but here are some basic pointers for those considering planning a mobile ad campaign:

1. Be clear about what your objectives are – are you looking to acquire customers, are you brand building, or are you attempting a mix of both? I say this because ad inventory has different perfomance characteristics, so be clear on what you want it to do.

2. Understand that their are different formats for mobile advertising and various commercial models. Not all will be suited to your needs. For example, long tail Ad networks like Admob or Admoda serve mostly text ads on a Cost Per Click (CPC) basis, with typically low Click Through Rates (CTR) and are better for achieving low Cost Per Acquisition (CPA) for mobile commerce type products. Google adwords for mobile falls into this category as well. Publisher sites offering CPM tend to get better CTR, but when viewed on a CPC basis offer lower CPA, so are better for non-mobile brands looking to integrate mobile into a wider campaign, partly because they offer a much more branded experience.

3. Proceed with caution. Many networks claim CTRs you’ll never really achieve or targeting that is based on heroic assumptions on who is accessing their content. Ask for case studies, performance statistics and who else is advertising. If they can’t or won’t provide these stats, it is probably because their ad inventory does not perform or is not being sold.

4. Use a specialist. Spreading your net wide can be very inefficient. Going to the market or trying to learn about the various ad formats could take a long time, and how do you know you’re going to get what you’re paying for? For a more painless experience, come and talk to someone like We Love Mobile. We are ad network and publisher neutral, so are free to plan and buy across a wide range of inventory to suit your needs and objectives.

]]> By: Skydeck : Carnival of the Mobilists 120 http://mobilestance.com/2008/04/18/mobile-ad-networks-or-buy-direct-an-agencys-perspective/comment-page-1/#comment-240 Skydeck : Carnival of the Mobilists 120 Mon, 21 Apr 2008 19:45:15 +0000 http://mobilestance.com/2008/04/18/mobile-ad-networks-or-buy-direct-an-agencys-perspective/#comment-240 [...] Wells at mobilestance addresses a common challenge that is often confronted by ad agencies: Should they go to the mobile ad networks, or should they attempt negotiate directly with the [...] [...] Wells at mobilestance addresses a common challenge that is often confronted by ad agencies: Should they go to the mobile ad networks, or should they attempt negotiate directly with the [...]

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