Average Mobile CPMs reflect market supply and demand. They also can be discouraging when compared to desktop CPMs.
Recent CPMs have remained relatively flat while the total available inventory has grown at a strong rate, according to eMarketer.
The same company estimates that mobile will consume more than 50 percent of total digital spending in 2015 for the first time.
Mobile publishing presents four specific challenges for anyone wanting to generate ad revenue:
Effective banner advertising has two main functions — branding and response — but ads don’t always do both jobs equally well. We take a look at which purpose makes the most sense for a client.
The early days of online advertising based its reputation on clicks, which is the main response function of the ads.
During that time, a typical Web page had few ads, and those ads were much smaller than today. The small ad sizes limited the use of graphics and emphasized text because it was space efficient.
As an example, one of the first standard ad sizes was the strong horizontal size — the 468 by 60. That size has been replaced by the 728 x 90 and the 970×90. (more…)
Anyone who publishes a mobile-friendly site often finds that one of the greatest challenges is getting it to produce a decent amount of revenue.
Mobile text ads help solve that problem by providing an alternative ad type to mobile sites that seem to rely so heavily on display.
Visit numerous mobile sites with a smartphone browser to see what kind of advertising types they provide. The great majority have display ads, but most do not offer text ads. (more…)
Online advertising ROI or return on investment is a major consideration for anyone focused on response rates more than branding.
Response and branding are the two primary benefits of any advertising campaign.
ROI is difficult to track for branding because the results are not always immediate or directly measurable.
That is not the case with response, which can be immediate in the online environment. (more…)
CPM advertising is a pricing model based on cost per thousand ad impressions.
In traditional media, a CPM advertising campaign tracks the distribution of the ad to print readers (newspapers and magazines), travelers (outdoor billboards) and broadcast viewers or listeners (radio, network TV, cable TV).
CPM advertising in traditional media tracks the distribution of the ad to an estimated audience. In online media, it tracks the verifiable distribution and consumption of the ad. (more…)
A marketing strategy for social media is often used to build brand and drive traffic to the parent Web site, but it also can be used to boost advertising revenue.
Isn’t that the ultimate goal of the strategy anyway? A limited view of social media is that Facebook, Twitter, Google+, Pinterest, etc., simply acquire followers who like the company’s product or service. Job done. Ego gets a boost.
But the real goals are value and benefit based. Just take a look at Coke’s Facebook page — it’s packed with followers making comments about the product.
Coke knows that an enormously popular Facebook page doesn’t mean much if it doesn’t boost sales of Coke products. It has famously announced that it can’t quantitatively identify an actual value to the company from that page. (more…)