Friday, October 26, 2012

7 Noteworthy Mobile Ads Insights & Stats

Recently, Mashable released an article of insights into the world of mobile based on a couple of valuable studies. Encapsulating statistics from an annual presentation on Internet trends by Venture Capitalist Mary Meeker and a study by leading mobile ad platform Opera, some statistics have been unveiled that require your attention.

Here are 7 insights & statistics I extracted from these sources:

1. The effective cost per thousand impressions (CPM) for desktop web ads is about $3.50, while the CPM for mobile ads is just $0.75; (Mary Meeker)
2. At $2.85, the iPhone has the highest average CPM for mobile ads of any smartphone, but still falls short of the CPM ($3.50) for web ads on a desktop. (Opera)
3. In comparison, print ads can command rates of as much as $100 CPM. (Opera)
4. iPads had a CPM of $3.96 (more than a dollar higher than the iPhone) but accounted for less than 7% of mobile traffic in the second quarter of 2012. (Opera)
5. It isn't recommended that advertisers take the same approach of using desktop web ads for mobile - tailor a specific strategy for your mobile campaigns. (Mashable)
6. It is worth the investment to build and test mobile specific landing pages for lead capture. (Mashable)
7. An alternative to using “cookies” for mobile, geofencing technology may be used to target ads based on GPS locations. (Mashable)

As mobile usage and adoption continues to grow, it is inevitable that mobile advertising costs will increase. Remember, the key is testing! Keep an eye on how the market is evolving and evolve with it. How do you plan to test mobile ads for your business?

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