Mobile Ad Network Aggregators: Put Them to Work for You

Published by admin on March 10, 2011

Since mobile phones now outnumber TV sets by over 2 to 1 and Internet users by nearly 3 to 1, advertisers across multiple markets are rushing to tap the power of this expanding medium through mobile advertising. Mobile advertising campaigns center around sending spam-free, targeted advertising and marketing messages to receptive consumers through their mobile phones or handheld devices. And they’re catching on – fast!

Brad Smith of WirelessWeek noted that mobile advertising was an industry about ready to explode. That was in 2007, and he couldn’t have been more right. According to Brian Wieser, the Global Director of Forecasting at Magna Insights, US advertisers will spend 9 million on mobile ads in 2009, up 26% from 2008.

The biggest boost to this emerging form of advertising was definitely the introduction of Smartphones. Through this handy device, consumers now surf the web everyday no matter where they are. A study by AOL’s Platform-A indicates that Smartphone users are incredibly interested and engaged in mobile advertising campaigns, propelling the industry toward amazing results. They’re clicking on advertisements, requesting more information or coupons, and even making purchases directly via their Smartphones. The potential for mobile marketing appears virtually limitless.

As the mobile advertising sector has skyrocketed, so has the need for a new niche in the industry: mobile ad network aggregators. These aggregators primarily act as a liaison between publishers, advertisers, and carriers to help ease uninformed marketers into mobile campaigns. Since aggregators work with and have an intimate understanding of a wide variety of advertising networks, they can efficiently publish advertisers on multiple, targeted ad servers for a more global campaign reach.

In addition to connecting advertisers with the right mix of mobile ad networks, aggregators fill many other necessary roles in the burgeoning mobile advertising industry. For instance, they ensure that mobile ads are properly targeted and personalized – helping advertisers squeeze the most out of each campaign. Ad network aggregators also offer tracking capabilities which enable advertisers to continuously modify and fine-tune their messages. Ongoing transformations in ad network infrastructure and constant evolutions to mobile devices make it clear how important aggregators are to implementing and maintaining mobile advertising campaigns.

Major companies have already recognized the efficacy of using mobile ad network aggregators to help launch mobile advertising campaigns. But big, international companies aren’t the only ones who have successfully put aggregators to work. Businesses of all sizes can harness the unique power of mobile advertising through mobile ad network aggregators, too. By utilizing the growing strength of these aggregators, everyone can take advantage of global mobile advertising – from small businesses to major corporations.

Smaato is a pioneering mobile advertising company that operates the mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising) and partners with publishers, developers and ad networks. Smaato announces the Smaato Mobile Advertising Award for the second time to search for the coolest mobile website, application or game. For more info visit: www.smaato.com/award