Mobile display

When creating a mobile marketing plan, consider mobile display. Mobile display is banner ads in applications or on mobile websites. While SMS marketing is the hottest way to use mobile marketing right now, due to the high volume of texting done on mobile devices, the market shows that mobile browsing is on the rise, thus learning about mobile display and how to use it to your best advantage now can help you not play catch up down the line.

The amount of money spent on mobile display is expected to grow significantly in the next five years. This is likely due to the expected increase of smart phone usage, and the fact that data packages, and internet access, etc. are all becoming more and more feasible on mobile devices, as well as far easier to navigate as more and more companies develop mobile versions of their webpage.

If you want to use mobile display you have to understand a couple of key points. First, how pricing for mobile display works, and second, how mobile display is sold and how that effects or will effect your company, most mobile display space is sold through a network.

Price of mobile display for marketers varies. It can be calculated a number of ways: CPM, CPC, CPE, CPD. These letters all stand for a way that mobile display pricing can be figured out. The following is a definition of each, and what it means, or could mean, for your company.

CPM= Cost per thousand impressions. This means you are buying impressions that are guaranteed. This is great for those who need a specific impression level, and want a run on specific sites.

CPC= Cost per click. This is where you buy clicks. You want to guarantee traffic to your mobile landing page, but aren't too concerned about where your advertisements run.

CPE= Cost per engagement. In this case you are buying ad engagements, this means that the mobile program will deliver exactly the action that you are seeking. This is great for interactive and creative brands that are looking to get audiences to interact with their brand within the unit.

CPD= Cost per download. This is paid downloads, which is a great choice if you are interested in driving downloads. It means you get the exact action you are seeking.

Most mobile inventory is sold through a marketing ad network, with a few exceptions. Using mobile ad networks may provide you with the reach and scale you want within a specific channel. The problem is there are no standard specs or sizes, and thus, mobile ad networks can be useful in helping you navigate the system, and buy what you need. Of course this means giving up some control, such as where ads run, etc. In order to circumvent this problem, you can simply exclude sites or content that you do not feel is appropriate for your brand.