Currently, mobile advertising. has begun more and more into the mobile phone users with the advertiser’s perspective, a market research firm Nielsen study early March found that in the past month, the United States has as many as 58 million wireless subscribers have visited mobile advertising. Market research firm Gartner Inc. is expected, in 2011, global mobile advertising revenues will be expected from the $ 1 billion less than last year soared to $ 11 billion.
However, as a new advertising platform, mobile advertising from the mainstream advertising platform is still not a small distance.mobile ad network is currently the biggest problem is the same online advertising can not be as user-related behavior can be understood when viewing the ad, which may become the biggest bottleneck in the mobile advertising market, as in the case of reaction with the audience unsure of advertising effectiveness advertisers certainly not easily dig into their pockets for mobile advertising, but would not choose the mobile phone as the primary advertising medium.
In the WEB environment, understanding of user-related behavior when browsing online advertising is relatively simple, the way people can be embedded in a program known as a cookie to track the user’s online behavior within the PC to access the site, and the information feedback to advertisers, thereby enable advertisers to understand the actual effect WEB advertising. However, this efficient and reliable mode in mobile ad network, but will not work, this is because most operators are limited to a wireless network using a cookie program, because operators fear that they might give computer viruses to open its network to facilitate the door, but also as a tracking and feedback software, using a cookie program will generate a large number of new data traffic in the wireless network, which may lead to network congestion, reduce the quality of service provider networks.
In this case, advertisers, mobile operators from the feedback data obtained at not only pathetic, but even worse is the lack of common standards, the different types of data provided by the network operators also vary, advertisers these types can vary based on limited data to provide appropriate feedback. For example, an advertiser provides feedback to the customer may be receiving a number of mobile phone advertising, while another ad provider to customer feedback is the actual number of mobile phone users browse the ads, this feedback is not the kind of information a situation not only allow advertisers loss, but also the actual effectiveness of different phones can not be compared advertisers, affecting customers running mobile advertising initiative.
For this reason, mobile ad agencies have to invest a lot of manpower and resources to prepare complex tables to be compared with the screening of the different types of data from different phones advertisers. Microsoft senior vice president Scott Ferris had pointed out for this situation, “Many advertising agencies such manual processing workload data information even beyond the work they carry out strategic planning for clients.”
The correct measure of advertising effectiveness for advertisers to provide customers with the most effective advertising campaign is clearly vital, well-known advertisers OgilvyInteractive senior strategist Benjamin Ezrick pointed out that “This allows us to quickly optimize the original advertising strategy, as we found that when an ad network performance is superior to other networks, you can re-select this network. Likewise, if you find the audience for a particular ad is not interested, you can also be re-design and planning of its. “