Mobile Advertising

Mobile Advertising is in its infancy. But predictions are that before long businesses will start to rely on mobile advertising as much as they do on internet advertising now.

I recently read an article on how mobile advertising helped a homeless couple into a new home! The homeless man in question was, at specific times of the day, asked to stand on a bill board whose copy read like this –

I am Danny

I am homeless

I am HERE

The message on the billboard was to Text Danny to a particular number to donate $ 10! By humanizing the homeless population, this campaign moved passers- by to stop and have a look. And ACT. The campaign was hugely successful enabling Danny and his handicapped wife move into a new home within a week’s time!

Types of Mobile Advertising

SMS Advertising

In this form of advertising, a current or potential customer subscribes to mobile advertisements from the merchant. The customer then receives text message advertisements. Vendors who send coupons or notices of limited time discounts find great success in this form of mobile advertising

Run of Network (RON) campaigns

RON campaigns on mobile work the way they do on the internet. There are obviously no targeting options in this type of advertising. CTRs are low. CPC is the norm, with campaigns being low value US $ 0.01 CPC. Publishers typically get 55 – 60% of this low ad revenue.

Run of Site or Targeted Campaigns

This is a premium mobile advertising option with a wide range of targeting options based on profile, contextualization and location. Higher click thru’ rates are a feature. Values are higher as well CPMs can be in the $ 5- $ 75 range and CPCs in the $ 0.05 – 0.5 range. Publishers have a large slice of the advertising pie – they can negotiate 70 – 80% of the ad revenue.

Mobile advertising is really the future. With increasing mobile ‘real estate’, it is making more and more sense for advertisers to jump on this channel in a structured, targeted way to get quick ROIs.