Usage ramp is a good thing, and gap between supply and demand sides of the equation is also a good thing in indicating where growth is going to happen, as driven by the natural forces of equilibrium.But there is also a negative side to this, in that the oversupply of ad inventory caused by this gap, is causing mobile ad rates to be undervalued. That’s good for advertisers that want to jump in and experiment with it at early stages, but it’s bad for publishers and media companies, and app developers trying to monetize mobile.
We’re seeing that play out in mary meeker data
Takeaway here is that it indicates immediacy, which means that you can reach users when theyr’e at a key decision point because a purchase is imminent.
Because all these actions are location oriented – calls, directions, etc. – we see the development of location based content strategies as very important.
Takeaway: when you include localized content, you can achieve these results.
Product Ad Extensions Enable you to Feature Product and Inventory Information Directly in your Mobile AdCase study: Roy’s Restaurants, 40 percent increase in call volume, 6x increase in CTR, with 2/3 CPC.
These can provide a clearer ROI to advertisers and could in the future represent CPA pricing models. But for now, Kurtz maintains that advertisers' comfort levels lie more with CPC and CPM pricing. Secondary actions are more to show that campaigns are working.
Research shows that mobile-optimised websites help boost user engagement on your site, and for eCommerce clients, your customers are 51% more likely to purchase. You also want to invest in a mobile site for retention purposes - 40% of users surveyed say that they will visit a competitor’s site instead if they have poor mobile experiences.
Not just a website or an app, but presence within the places where people are searching in the fragmented app marketplace.
Mobile first way of thinking.
For a long time they’ve monetized brands through sponsored badges and promotions like that, but this is the first attempt to monetize location based interactions on Foursquare.
1. Mobile and Local Advertising ForFranchises:The “How” and “Why”Mike BolandSr. AnalystBIA/Kelsey