How to advertise thanks to mobiles?
How to advertise thanks to mobiles?
How to advertise thanks to mobiles?
Primer: Mobile Advertising
Mobile advertising incorporates the subset of text and graphical messages sited on web properties other than your own. It's being predicted that mobile advertising could be the next 'big deal', bringing the dual values of enhancement of the user experience, and a much needed new revenue channel for the carriers. Set against the backdrop of the role that the ad driven business model played in the evolution of the traditional web, it's not hard to see why this is a persuasive argument. Mobile advertising is the 'new kid on the block' but few argue about the promise it brings.
Mobile advertising has some unique selling points over traditional web advertising. The improved tracking and targeting that mobile advertising facilitates should allow more profitable and actionable mobile campaigns for marketers. With the inherent reduction in screen real estate that mobile devices bring, the mobile advertising space should be far less cluttered. With only a couple of adverts possible on any mobile web page, the impact of those adverts should be multiplyed.
Glossary of Mobile Advertising Jargon
This glossary of mobile marketing terminology is summarised from the excellent book 'Mobile Marketing: Finding Your Customers No Matter Where They Are', by Cindy Krum:
PPC: Pay-Per-Click Marketing. With PPC an advertiser is only charged for an advert when someone responds (by clicking on it). Ads are often shown next to search engine search results.
CPM: Cost Per Thousand. CPM equals the cost of a thousand impressions of an advert.
eCPM: Effective Cost Per Thousand. eCPM is used by advertisers to define the cost of presenting 1,000 impressions.
Impression: Impressions are individual instances of an advert being shown online. An impression is a measure of exposure rather than engagement and can be used to evaluate the conversion effectiveness of an advert.
Click: A click is a statistic describing how many times users responded to an advert by clicking through, measuring engagement with an advert.
CTR: Click-Through Rate. CTR relates the response against the number of impressions. High CTR indicates users are finding an advert compelling.
Conversion: A conversion describes a visitor to your mobile content taking an action you want them to. Visitors are 'converted' when they buy or download products, or sign up for services, information or anything else you offer.
Acquisition: An acquisition defines when a user agrees to receive messages from you in the future by email, alert or some other means.
CPC and CPA: Cost Per Conversion and Cost Per Acquisition. These ratios compare the number of positive responses to the overall cost of the campaign. These statistics enable you to understand the cost you are paying to get a response. They can be presented individually, per event, or aggregated, for total possible conversions in a campaign.
ROI: Return on Investment. Similar to CPC and CPA, but ROI encompasses 'all' the costs associated with running the advertising campaign.
Type of mobile advertising:
Mobile Banners Just like on the traditional web, mobile banners are graphical ads placed at the top of web pages. The visitor is taken to a larger ad or special offer when they click on the ad. Mobile banners are often sold on a Cost Per Thousand Impressions basis (CPM). Owners of mobile sites accomodate the ad in return for payment from an ad network. Mobile display ads can also be included in mobile applications for added targeted exposure.
Mobile Pay-Per Click Mobile Pay-Per-Click ads are text and image advertisements offered by search engines, usually served alongside organic mobile search results. PPC ads are displayed when the ad is relevant to the searcher's query. Advertisers only pay for Mobile Pay-Per-Click ads when they are clicked 'through'. The advertiser choose keyword sets relevant to searches for their products. PPC text ads are displayed based on an advertiser's bid on a search query and the relevance of the click through destination to the search query. Mobile PPC advertising can also be targeted by location, carrier and other demographics.
Contextual Mobile Ads Similar to mobile Pay-Per-Click. Advertisements are offered by the mobile search engine, through a bidding model that combines the advertisers' willingness to pay for position with the relevance of the ad to a search query. Contextual mobile ads can be in the form of text or images, and are displayed on a mobile website, rather than in mobile search results. Contextual mobile ads are shown on websites with relevant content. Mobile site owners agree for relevant ads to be shown in return for a portion of the profits made from the ads.
Idle Screen Advertising Mobile advertisements are displayed while waiting for a mobile application or service to be downloaded.
Although ads can be included on any mobile site, mobile advertisements are most commonly included on high traffic mobile news and information portals, social networks and gaming sites. Developers of these sites anticipate that their mobile websites will be generating high amounts of mobile traffic that they can monetise by accomodating advertising on the website. Often, the whole business model of these sites depends on mobile advertisement as the primary income stream.
(www.pr1media.com)
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