A bit late to this but worth pointing out - the guys at mippin have released a free report which goes into a lot of detail about their experiences using google mobile ad words. There are loads of guides online to using PC-based google ad services but virtually nothing for mobile - until mippin released this guide. Mippin cover a load of stuff including:|
Mobile Ad Campaign Components
Quality Score on Mobile
Maximising Relevance in Mobile Ads
Mobile Traffic - Driving Volume
Mobile Ad Creative
Mobile Ad Campaign Objectives
Mobile Control Testing
If you're doing any kind of mobile affiliate marketing or building a mobile internet service this is essential reading.
You can read mjelly's regular mobile internet, media and advertising roundup over at Mobile Messaging 2.0 which this week focuses on distilling the key points from the iphone 3.0 release.
If you look past the hype there's some important features in the new release, particularly in terms of the appstore rather than the 3.0 OS. Apple has really raised the game again, as the others e.g. Ovi, Microsoft, Blackberry are scrambling to launch.
Just recorded the first in a regular series (every couple of weeks) of podcasts on mobile advertising and mobile affiliate marketing. There are loads of podcasts out there for internet advertising/ marketing and for online affiliates but nothing (until now) for mobile.
The guy behind the podcast is Peter Glaeser from the Berlin-based mobile affiliate marketing and advertising startup Sponsormob. It's being syndicated on the podcast network Geekcast.fm.
In the first episode we discuss some of the latest news from the mobile advertising sector including admob's recent price drop and why MOBILE is the biggest, most exciting area of the online space right now.
Admob recently announced a big price drop on certain bits of inventory. As the biggest player in the mobile advertising industry admob's pricing really makes a big difference to the market overall. The reduction in costs for certain ads potentially opens up the market for PPC arbitrage in mobile for people using mobile affiliate marketing or other mobile advertising networks. Also the drop in iphone advertising prices in particular might open up opportunities for iphone developers looking for a way of promoting their app.
For publishers running admob's ads this is a mixed blessing. On the one hand, fill rates for inventory have skyrocketed after being at a very low level earlier this year. On the other hand, higher fill rates come at the cost of a lower eCPM. It may be that admob is lowering its prices as publishers are starting to use mobile ad network aggregators and their own ad servers to push in inventory from other mobile ad networks to make up the gap left by admob's higher prices.
The details of the price cuts are below:
For iPhone ads targeting all United States traffic (i.e., all US with no further targeting options selected), the minimum bid will decrease from $0.10 to $0.05.
Ads targeting specific carriers The minimum bid for targeting for big 4 US carriers (AT&T, Sprint, T-Mobile & Verizon) will remain unchanged, ranging from $0.11 - $0.15. The minimum bid for targeting for all other carriers will decrease from between $0.11 - $0.15 to $0.05.
Ads targeting all countries and carriers For non-iPhone ads targeting all countries and carriers (i.e., no further targeting options selected), the minimum bid will decrease from $0.03 to $0.01.
A great comment from Alex of phonething.com on the post about iphone statistics which deserves it's own post rather than rotting in the comments section. Here's what he says:
"The iPhone as a platform is great, but it really needs to be put into perspective. The presentation you link to does not look reliable - some of the numbers are wildly wrong for a start. E.g. J2ME had shipped on over 2.6 billion phones several months ago, not 1 billion. Symbian has shipped on over 250 million phones, not 100 million. Now, many S60/J2ME will be retired, but I can't believe to the extent given by the numbers in this presentation, especially given handset and subscriber growth and the traffic in 2nd hand phones (e.g. to developing nations).
I also want some proof or corroboration of the 0.01% have data plans and 10% know about apps. How earth does the presenter know these figures? These are questionable even without his other glaring errors.
Also, at this point in time, I'd say Ovi Store is a potentially far greater platform than iPhone, the numbers will vastly, vastly outweigh iPhone and it will be on S40 too. Yes, it could all go horribly wrong, but I think iPhone may find it's position at the top of the appstore tree seriously upended."
Personally, while I don't think the iphone is the be-all and end-all of mobile internet or mobile software the evidence is stacking up that's its impact FAR OUTWEIGHS the number of devices shipped. I am not sure Nokia will do well at all with the OVI store - their ability to build digital services is questionable at best and OVI doesn't have the ecosystem around it that itunes did - which really helped the apps store to take-off (people were already registered with the billing system, already had a client on their computers).
What do you think? Is the iphone over-hyped as a platform or is the data telling us that it really is a game-changer? Can Nokia and the rest catch up?