Diversify Your Mobile Media Buys
By Sam Sim, Co-Founder, Guppy Media
With the exponential growth of mobile advertising, it’s important to ensure that as media buyers we are diversifying our mobile buys across all facets of mobile media. With the current growth pace of 80 percent per year, it’s even more crucial now to consider mobile advertising as one of your primary sources of ad inventory. In fact, a report from eMarketer estimates that mobile ad spending reached $1.45 billion in 2011, up from $769.6 million in 2010. The following are several major mobile publishing outlets that media buyers can take advantage of:
1) Incentivized offer walls: Mobile offer walls (e.g., Tapjoy) are high-volume ways of drawing eyeballs to your app or smartphone-optimized campaign. However, ensure that you are measuring metrics, as the incentivized motivation could lead to much higher churn and uninstall rates of your campaigns.
2) Third-party app marketplaces: Please note that this is relevant to the Android operating system (OS) only. Since Android is an open OS, they have to allow for third-party marketplaces like GetJar, for example, to openly compete with Google Play.
3) Mobile display inventory: You can always purchase banner inventory within the device (e.g., Jumptap), as well as in app display inventory.
