The Truth About Mobile Advertising? It’s a House of Cards | Adweek


Like last year and the year before that, 2014 has been dubbed the “Year of Mobile” when ad dollars would start to catch up to smartphone usage. With major players like Facebook, Twitter and Google all pivoting to a mobile-first strategy, pundits claim this accelerated monetization as imminent. Unfortunately, there are fundamental hurdles inherent to the mobile ad ecosystem that must be cleared for this to become a reality.

Without a doubt, mobile marketing has fantastic potential, but we’re not there just yet. Outside of Facebook and Twitter, the majority of ad inventory available to marketers is the mobile banner, which has nearly the worst signal-to-noise ratio of any ad medium ever invented—second only to incentivized clicks. That means that the success of campaigns has almost no correlation to click performance data. Mobile game companies have consequently swallowed this market, buying ads based on inferred lifetime valuations LTV of customers.

Read More.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s