Wednesday, September 22, 2010

Mobile Advertising – What about placement?

In traditional media, advertisement placement is everything – whether time slot in a TV show, where in a magazine/newspaper or the type and circulation/viewership of the media itself. And like no other variable, placement drives pricing. So what about mobile ad placement? Does it even exist?

Most mobile ads today are delivered based on the keywords the ad requests contain. These keywords have some (nearly) static parameters like phone type and IP address (country/region/operator) and variable parameters associated with the application or mobile media where the ad will be shown. Location stands out in a category of itself as it does provide information about exactly where the viewer is when the ad is shown, the place of the placement so to speak. As for placement on the phone screen the main distinction is banner ads versus ads placed within a mobile application or web page. As mobile web pages are smaller versions of web pages the placement is more limited but can be at the top or further down the page and even in follow up ‘click through’ pages. While this leaves plenty of placement options within applications and web pages, the placement opportunities at the highest level of the mobile web user interface, the front page so to speak, is relatively limited.

As long as we have static matrix like user interfaces to our apps and web on the phone, ad placement at the highest level will continue to be limited. But when we move to more open-ended navigational user interfaces, like mJetz, targeted ad placements amongst app and web icons suddenly become possible. These ads can be closely associated with where the ad is placed. If it is next to movie app it will be different than if it is next to shopping or news app and ads can also be placed dynamically next to where they make sense or where they have high visibility. In fact, mJetz is able to combine both static, variable, personal and placement data in its keywords and thus place highly relevant and high value ads throughout the mobile web user experience, both at the top level and within apps and sites. In this world mobile ad placement can provide the user with relevant ads at the right place and the advertiser has access to keywords so that they can create and serve these ads. These ads will become more valuable to bothe the user and the advertiser – a true win-win!

1 comment:

  1. Great analysis; "open-ended navigational user interfaces" says it all, with the concept that icons stored on the phone reference and flow seamlessly to off-phone icons/apps, user-managed icons reference and flow seamlessly to icons/apps in the ether starting with those most relevant to the referencing icon. Every node defines a search query for both ad and non-ad content.