Mobile Advertising In Applications Still Premature

Published by admin on September 23, 2011

Mobile advertising is the new buzz word for smartphone applications. Google mobile ads are apple iAd are the solutions available for Android and iPhone respectively. Broadly there are two types of mobile advertising today. One form is ads being generated as part of a browser search query and the other one is where ads pop-up as part of an application. The former is very similar to ads that one would see while using the Google search on a PC. Since a mobile phone as the ability to make calls unlike a typical PC, phone numbers are published along with the Ad. For example, if the search query is pizza, then the search results can show a listing of the closest Pizza Hut along with a phone number which the user can click, to initiate a call directly from the browser window. The publisher of the Ad would now pay in a PPC (Pay Per Call) model vs. the traditional CPC (Cost Per Click) model. The later which is mobile application advertising is where a publisher of an application can sign up for ads within the application. This mode can also have the PPC and CPC models of payments by the advertisers.

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The above two pictures are two screen shots depicting the two forms of mobile advertising available for advertisers today. This article concentrates on the later form of mobile advertising which is In-Application advertising. The secound picture above is a screen shot of the popular game angry birds. On the top right hand side you will notice the banner of the Audible Ad. When the user clicks on this banner he/she get navigated to the audible site in the browser. Following this, money is deducted from Audible’s advertising account in the CPC (Cost Per Click) payment model. But is the advertiser really getting the bank for the buck with this form of advertising?

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