Blog Mobile Marketing

via: MobiThinking

Do brands want better targeting than most mobile ad networks offer?

30 billion mobile advertisements – that’s how many mobile ads RingRing Media believes are delivered globally to mobiles each month, in terms of unique page impressions. That’s an estimate, of course, but as the biggest global purchaser [any arguments about this?] of mobile media at US$750,000 per month and rising, RingRing is going to have a better idea than anyone else. See this excellent primer on mobile media buying for more information.

And it’s growing fast. It’s only fairly recently that RingRing have revised its estimate from 20 billion to 30 billion a month. Now that should get the attention of each and every brand marketer.

Much of the credit for this growth goes to mobile advertising networks. These include AdMob, BuzzCity, mKhoj and a host of others which do an invaluable job of placing advertisements – for all sorts of companies’ goods and services – on a vast spread of mobile Websites. This means brand X doesn’t have to buy space on publisher A’s site, then B’s site, then C’s site. It’s easy, cheap and effective – a compelling proposition for brands in times of recession.

The problem is that most ad networks are blind. This means brand X doesn’t know where the ads will appear, it may be publisher A, B, C, but also could be D, E, F ad infinitum. That means that the ad isn’t aimed at the target demographic, or geography even, nor can brand X be sure that the ad isn’t sitting alongside inappropriate material.

This is a concern for big brands that need to protect their brand identity, confirms RingRing.

The price of advertising on mobile networks (online also) has been falling steadily – with cost-per-click reportedly as low as US 1 cent. [See mobile media guide.] Why? This could be down to increased competition and/or indicates that advertisers are re-evaluating the worth of untargeted ad networks.

read full article here.