Are you interested in running mobile display (banner) ads that can drive more traffic to your business? If so, then you’ll want to reach out to one of the many mobile ad networks that can help you set-up, launch and run your campaign.
Of course, if you work with an advertising agency, you’ll want to reach out to them first. But if you’re not working with an agency, you can connect directly with one of the many mobile ad networks on the list below.
But before we talk about the list, let’s go over a few key definitions first. By understanding the most important terms and definitions, you’ll be able to have a good, intelligent conversation with any of the folks you call at the companies below.
Sound good? Here goes:
- Mobile Ad Network: An organization that places your mobile display ads across a variety of mobile websites and mobile apps.
- Click-Through Rate (CTR): The percentage of people who clicked your mobile ad or scanned your response code. CTR is obtained by dividing the number of users who clicked on your ad by the number of times your ad was delivered.
- Conversion Rate: The percentage of respondents who opted-in or converted from prospects to customers. Conversion rate = Total participants/Total audience. Also called the acquisition rate.
- Cost Per Thousand: A metric used to price the cost of advertising banners. Essentially, a CPM is the price you pay for every 1,000 ad impressions delivered. CPMs typically range from about $6 to about $15 on up.
- Double Opt-In: When someone initially opts in to your alerts or special offers, you send a response, which confirms their participation in your program.
- Impressions: The total number of times mobile subscribers have viewed a particular ad, text message, landing page or website.
- Landing Page (aka Jump Page): The first page a visitor to your mobile site sees. It can be the homepage or, more likely, a page designed to continue the conversation started with the other mobile tools, mobile display ad, paid search ad, response code or some other mobile marketing tool.
- Mobile Marketing Association (MMA): The global nonprofit trade association established to lead the growth and education of mobile marketing as well as promote its associated technologies and platforms.
- Pull Messaging (wireless pull advertising, content pull messaging): Any content sent to you upon your request. For example, when you request the local weather from a website or an app, the content of that response (including any ads) is pull messaging.
- Push Messaging (wireless push advertising, content push messaging): Any content sent by publishers to your mobile device at a time other than when you requested it. Push messaging includes audio, SMS, email, surveys or any other pushed advertising or content.
- Smartphone: A mobile phone that offers more features and connectivity than a regular mobile phone. Smartphones can store information, send and receive emails, run applications, visit websites or browse the web and a variety of other tasks.
Okay, now that we’ve got that out of the way, let’s look at our list of the top mobile ad networks to help you set-up, launch and run your mobile marketing campaign. Here’s the list:
- 4INFO: This is a company that provides highly-targeted mobile ads — and we mean targeted — as in down to the household level. Better still, they overlay purchase data so that advertisers can send messages to (for example) people who have purchased your product in the past.
- Millennial Media: If you’re a large, sophisticated marketer with plenty of budget, you can’t go wrong with these guys. They have a sophisticated platform and offer full-service support — assuming you have the bling.
- Jumptap: Like Millennial Media, Jumptap is a very robust ad network with tons of functionality and support. If you’re looking for in-depth analytics and targeting, then Jumptap may be just what you’re looking for.
- AdMob from Google: This is a tool that allows you to publish mobile ads on apps. So, for example, if you’d like to run an ad for your product or service on an iPhone app, this is a place to start. Very good for small, medium or large businesses.
- MobClix: This is a mobile ad network that uses an ad exchange for their platform. Ad exchanges are online marketplaces for buying and selling advertising impressions. Developers maximize their revenues by auctioning their inventory to a combination of advertisers, ad networks and agencies.
- Adfonic: This is another tool designed for large businesses, but it’s one of the more well-respected mobile ad networks around. Are you a big brand? This is your place.
- BuzzCity: This is practically a do-it-yourself toolkit for mobile advertising. They have a wide-ranging network with a global reach, but an interface that makes it easy to get started in mobile.
- AirPush: Another well-respected mobile ad network with a wide variety of options and functionality. Winner of the “Best Mobile Ad Network” award at the Mobile Excellence Awards.
- TapJoy: This is a mobile ad network that focuses exclusively on in-app advertising. The platform is very robust and TapJoy is considered one of the more well-respected players in the industry.
- TodaCell: If you’re a global player in the mobile ad world, then TodaCell may be the platform for you. They’re large, well-run and have plenty to offer, if you have the budget.
- xAd: Want to run a hyper-local ad near your business? xAd offers solutions that let publishers monetize their mobile traffic through hyperlocal display ads, sponsored content, enhanced content and organic search results.
- Verve: This is a company that invites publishers to manage their own campaigns through the Verve dashboard. They specialize in working with local publishers, giving those with mobile sites and apps a way to monetize their platforms.
A final note: If you’re a small company (e.g., a real estate agent) with a limited mobile marketing budget, you’ll want to use the self-serve features available with some of the companies listed above. If you’re a mid-sized company (e.g., a chain of restaurants), you can get the attention of their sales force. If you’re a large company, you’re probably working with an ad agency and should go through them.
I hope that helps. If I missed any of your favorite mobile ad networks, just let me know in the comments section below.
(Disclosure: I’ve consulted with some of the companies on the list above.)
Jamie Turner is the Founder of the 60 Second Marketer and co-author of “How to Make Money with Social Media” and “Go Mobile.” He is also a popular marketing speaker at events, trade shows and corporations around the globe.