We know how challenging, painful and unpredictable Mobile Advertising is. It is so complex that most of the agencies and advertisers are equally hesitant as you. But, it is inevitable.
Advertisers must welcome Mobile Advertising and Mobile Advertising Platforms as a part of their well-strategized marketing plan, as mobile has become an integral part of human life and it has changed the way we communicate, work and live.
Now you must be thinking to be a part of this flourishing industry, but how? Well, we are here to guide you. Below is the list of all the basics that you must know before you start running a Mobile Advertising Campaign.
1. Mobile Advertising Platforms and Ad Formats Available in Market
You must-must research the potential of each Mobile Advertising Platform and the Mobile Ad Formats.
The two Mobile Ad Platforms that you may consider to target your ads are:
a. Mobile Web
Mobile Websites are the pages that are responsive in nature and fit the screen of the device. So, in this type of Mobile Advertising Platform, your ads are fit for a mobile or tablet viewing. Such ads are mobile-friendly and with the trending rich-media ad content it allows more creative liberty. Earlier, your advertisement was only constraint to Computers but now it can target the audiences with mobile phones too.
b. In-App Advertising
Another much loved Mobile Advertising Platform is In-App Advertising. For beginners, apps are downloadable programs with a specific purpose like entertainment, education, messaging etc. In-app Advertisement are those which appears within these apps, and not on any internet space. In-app advertising is a different ecosystem altogether and offers an interactive experience that mobile websites cannot provide.
2. The Currency Model:
There are different business/currency models in an Ad Network, each of them has their own advantages and disadvantages. You must know about each of them and how they work, so that you can choose what suits you and your website the most. Some examples are:
- CPM: Cost Per Mile is where you get a fixed amount for every 1000 impression.
- CPC: Cost Per Click is where you get paid for every time a user clicks on an ad.
- CPI: Cost Per Impression is where you get paid for every successful Ad installs.
- CPA: Cost Per Action is where you get paid every time a user takes a pre-determined action, outlined by the advertiser.
3. Mobile Advertising Language:
If you ever try the Mobile Advertising, you’ll be bombarded with some never-ever heard terms like, Publisher, Advertisers, RTB, SSP, Inventory and what not!!
Instead of getting terrified, prepare yourself. Do some homework before you move towards Mobile Advertising, get yourself aware with the common terminologies so that you drive the best out of the market.
Always try to find out your value, where you stand and how are you contributing to this industry. There are a lot more that you need to learn about Mobile Advertising. We will try to capture some more in our next part of this blog. We hope you’d be benefited with what we have jotted down as the guidelines above.