A great article on mobile advertising. Some times good mobile articles are hard to come by, this one is great.
The vast new profit streams of the mobile world can become an important opportunity for direct-response advertisers. The creation of successful mobile campaigns requires a combination of the knowledge that has already been accumulated in the world of result-based online marketing together with a thorough understanding of the differences, limitations, and options provided by the mobile platform. Here are some issues to consider:
Early Stage
Result-based marketers have only recently begun to expand into the relatively undeveloped mobile realm. The scale is much smaller than online, and there is little data available regarding the why’s and how’s of campaign success. There are few reliable measurement technologies – including only limited tracking – and CPA/CPL pricing methods are rarely employed. The situation is similar to the early days of online advertising – a decade ago – when tracking results and ROI were new and unfamiliar concepts. However, as happened with online advertising, mobile is developing into a profitable channel, based on the principles of measurement and accountability.
Unique Considerations
Unlike the online environment, mobile presents an ecosystem which consists of a mix of device types and operators – creating a greater challenge for mobile marketers. To optimize their campaigns and achieve maximum ROI, direct-response advertisers need to focus on these diverse parameters, ensuring optimal campaign delivery through the addition of multi-parameter optimization layers.