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The New World of Ads: Tips for Businesses and App Developers in Mobile Ads

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Posted by Smaato Inc. on August 16, 2012
The New World of Ads: Tips for Businesses and App Developers in Mobile Ads
Silicon Valley has always been known as the tech alley. The place that young and old technology companies go to hit their stride. But could it soon be known as the new Madison Avenue? It will take some time to see how the industry evolves, but already digital and mobile advertising is seeing unparalleled growth as an industry, and is estimated to be more than 1/5th of the entire advertising industry spend by 2016. With more customizable ad spaces and better focusing and deliverables to potential clientele, online and mobile ads are just something that businesses that plan to be around in the future just cannot afford to ignore…

With such a rapid growth, and enormous potential, it’s time for both businesses as well as developers and publishers to get serious about their mobile ad strategies. Just as ad agencies seem to have popped up overnight on Madison Avenue during the roaring growth of the advertising industry, so will be the same with this new form of marketing. Here are a few tips for both businesses and publishers to look for when developing their mobile ad strategies and partners in the industry.

For Businesses:

1. Targeting Capabilities:

Look for Ad Networks that know when you tell them who your primary clientele is, knows the demographics to get you in front of them. They should be able to show you metrics and tools (lat/long capabilities, demographic info pull, etc.)

2. Industry Knowledge

Mobile advertising could perhaps end up being a very large part of your marketing budget. Make sure you vet out your Ad Network, and understand the expertise level within the organization. If you don’t pick the right place, you are either going to end up wasting a lot of money, or dropping out of the game too early, and losing significant buyer action.

3. Analytics

One of the most important aspects of running a successful marketing campaign is your ability to effectively measure it, and take action when necessary. Make sure you choose an Ad Network that gives you real time, in depth transparency into what your ads are doing and what you are paying for.

4. Impressions

This can be a tricky one. You want an agency that shows you they have large numbers of impressions for their ads, but you also need to ensure the numbers they are giving you are 1. the type of clientele you are looking to go after, and 2. the impressions they are receiving do not have huge duplications of other networks you may be using. Look for those that work with different publishers exclusively. It will get you in front of potential customers that others cannot.

For Publishers:

1. Build a Great Product, and Keep is Great!

This may seem like a “duh” moment, but the truth is many developers have great ideas, but do not build something that is effective enough to garnish popularity. Many that do see initial success also quickly lose it to competitors that see what you have done and improve on it.

2. Keep innovating

This is sort of a draw off of #1, but making sure as an app developer or online publisher you are constantly looking to better your product or service. People get bored with the same old thing. You need to make sure you are able to stay ahead of those that are looking to take your place in dominance with your work.

3. Your ad space

This is probably the most important part of monetizing anything with ad space. How do I put effective advertising on my product, but not draw away from the user experience? Make sure that wherever you do place your ad space, your users don’t find it a distraction from the reason they came to your site, or downloaded your app, but also look for a place where it can and will garner interaction from your users. If people aren’t utilizing the ads on your site/app, then those companies will not be advertising there for long.

4. Know Your Ad Network/Mediation Company

Ad networks and mediation companies can be a great resource to open your application or mobile website up to dozens of ad networks. The headache of researching, deciding and then implementing the SDK’s of more than 4 or 5 ad networks can be an overwhelming experience for even the most experienced of developers. This is where Mediation can help. Just make sure that they:

  1. Have a great group of ad networks they work with.
  2. Give you high quality, extremely transparent analytics in an easy to use platform.
  3. Give you the personalized attention you need. There are many set it and go options out there, most costing as much as the more hands on companies. Trust me… having a person pick up the phone when you have an ad problem is a GOD SEND.
  4. Ensure they have great demographic and focused ad campaigns. If you want to get paid what you are worth giving your ad network or mediation company as much info as possible when ensure the top quality, highest paying ads, and a better fill rate.

The most important piece of advice this all culminates into is just plainly, do your research. Find what will work for you, and understand what your competitors are doing well and poorly. Best of luck!

Written by Smaato Inc.

Smaato is the leading global real-time advertising platform for mobile publishers and app developers. We run the world’s largest independent mobile ad exchange and we've been pioneering innovative, mobile-first solutions for publishers since 2005.

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