The Mobile Marketing Association is a great resource for everything about mobile media. If you haven’t taken a spin through their site, it’s worth spending a few minutes doing so.![]()
Here’s some information on buying mobile ads from their site that’s worth sharing:
Essentially, buying ads on the mobile web is the same as buying banner ads on the internet. Although, in most cases, mobile web banner ads can be bought on a cost-per-thousand (CPM) basis or a cost-per-click (CPC) basis, mobile offers targeting possibilities beyond that of traditional media. Pretty soon, if not already, you’ll see a range of targeting options covering context, demographic and behavioral attributes. (Note: For a great video on behavioral targeting, check out “An Introduction to Behavioral Targeting” in the 60 Second Videos section of the site.)
Some operators and publishers that have mobile web sites sell mobile ads directly, while others allow their inventory to be sold by a third party, either as a premium inventory or as part of a mobile network.
The biggest difference between buying mobile web display ads and internet display ads is that the mobile web ads are not sold by unit size. Because the sizes and resolutions of mobile phone screens vary, the way the content looks on those mobile phones will also vary.
It’s worth noting that most mobile campaigns today result in significantly higher click-through rates than PC-based internet campaigns.
All this and more is available at the Mobile Marketing Association website. Check it out!






























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